Experimental research on non-idealized models: A systematic literature review.

Current literature on non-idealized models seems to offer mixed evidence on whether such models generate a positive body image and increase advertising effectiveness. To closely investigate this claim, we conducted a systematic review to summarize the empirical findings on the effects of non-idealized models on body image, well-being, and advertising outcomes among men and women. To contextualize these results, we also synthesized (1) the conceptualization of a non-idealized body size (i.e., labelling and operationalization), (2) the message accompanying the model (i.e., medium type and marketing intent), and (3) individual traits of participants tested as potential moderators. Three databases in different disciplines (i.e., ProQuest Psychology, Communication and Mass Media Complete, and Web of Science) were searched, and 86 unique studies were included in the review. While most studies found positive or null effects of non-idealized models on body image, well-being, and advertising outcomes, a small number of studies obtained negative results. These inconsistent findings could be explained by the large variety of labels and unclear operationalizations identified within our review. The conclusions of this review call for a clearer definition and measurement of non-idealized models.