Inclusivity in Athletic Leggings

The goal of this study was to measure whether or not incorporating a wider variety of models in athletic legging advertisements makes a difference in a consumer’s intent to purchase from a company. The study also measured how a larger variety in models affects a consumer’s personal body image. The study was conducted on a sample of female students attending Ohio Northern University. The female participants were between the ages of eighteen and twenty two. The students participating in the study were shown three groups of images. One group represented beautified versions of athletic legging advertisements. The second group represented advertisements which focused on athletic activity. Lastly, the third group represented a variety of body types and ethnicities modeling athletic leggings. After each set of images, the participants were asked questions regarding their intent to purchase from each company, the effect the images had on their body image, and their ability to see themselves wearing the leggings. The data found in this study can be helpful in the success of future athletic apparel companies. This data can also be helpful in understanding how the media affects the body image of women in society. This information can then lead to the overall improvement of womens’ body image.