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Is bigger better? Some fuller figured women are repulsed by the thought of using plus sized models for product ads.

Various studies show that body image is directly related to self-esteem issues in young women; however, a new study at Arizona State University found that plus-size models can not sell product as effectively as thinner models. In addition, the conclusion of the study suggests that this is directly related to lower self-esteem in fuller-figured women.

I love the fuller-figured look and have personally worked with many plus sized models, however, Ive found that there are some fuller-figured women that are negatively affected by the open display of larger bodies in product ads. Unfortunately, this is only an issue because of how these women feel about themselves.

Naomi Mandel, marketing associate professor in the W. P. Carey School of Business at ASU says, We found that overweight consumers demonstrated lower self-esteem — and therefore probably less enthusiasm about buying products — after exposure to any size models in ads (versus ads with no models). Also, normal-weight consumers experienced lower self-esteem after exposure to moderately heavy models, such as those in Dove soaps Real Women campaign, than after exposure to moderately thin models.