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In keeping with recent body image social trends, consumer demand for the adoption of plus-size models is increasing, although the use of thin models remains prevalent. The current study explores how consumers process information about fashion products displayed on different sizes of models in advertisements, focusing on model and consumer body sizes and both genders. As an underlying mechanism explaining how the relationship between model and consumer body sizes shapes consumer purchase intention, this study explores the role of guilt, shame and mental imagery.

The current study uses a text analytics technique to identify female consumers' general opinions of thin models in advertising. Employing a 3 (consumer body size: normal, overweight, obese) × 2 (model body size: thin, plus-size) × 2 (gender: male, female) between-subjects online experiment (n = 718), the main study comparatively analyzes the influences of plus-size and thin models on consumer responses.

The results reveal that, despite body positivity movements, thin models still generate negative emotions among female consumers. For obese female consumers, advertisements featuring plus-size models produce fewer negative emotions but not more mental imagery than advertisements featuring thin models. Conversely, for obese male consumers, advertisements featuring plus-size models generate more mental imagery but not more negative emotions than advertisements featuring thin models. The results also reveal that the relationship between consumer body size and guilt is moderated by perceived model size, which is also moderated by gender in generating mental imagery. While guilt plays a mediating role in enhancing mental imagery, resulting in purchase intention, shame does not take on this role.

This study is the first to present an integrated model that elucidates how consumers with varying body sizes respond to different sizes of models in advertising and how these responses impact purchase intentions.

Our findings only apply to contexts where consumers purchase fashion clothing in response to advertisements featuring thin versus plus-size models.

Exposing normal-size consumers to plus-size models generates less mental imagery, and thus, practitioners should seek to match the body sizes of the models featured in advertising to the body sizes of their target audience or ad campaigns that include both plus-size and thin models may help improve message persuasiveness in fashion advertising. Moreover, guilt-appeal advertising campaigns using thin models would appeal more to thin consumers of both genders than shame-appeal advertising.

The purpose of this paper is to investigate the interrelationship between public service motivation (PSM) and corruption theory. This paper further explores the possibility of integrating two theories in order to prevent corruption.

Existing theories on PSM and corruption were briefly reviewed in finding the connection between the two theories. The discussions primarily focus on finding the theoretical and empirical interrelationship between PSM theories and corruption theories.

This paper suggests applying PSM theories in preventing corruption by adding ethical dimension of PSM to corruption theories. In other words, the PSM constructs can be incorporated in developing an anti-corruption strategy. In the context of public administration, the authors find the importance of PSM theory in developing an effective anti-corruption strategy.

Public officials should be encouraged to possess strong ethical standards in public service; highly motivated candidates for public service positions should be sought in order to create a clean and reliable government; and PSM educational programs in the early stages of schooling should be adopted to stimulate ethics for young children.

This study adds contributions to the understanding of theoretical relationship between PSM and corruption theory. The authors suggest that integrating PSM and corruption theory can be beneficial in building new paradigms to prevent corruption in a country such as Korea.

A major aim of contemporary research on multigenerational families is to investigate changes in intergenerational dynamics within the context of changing historical times. We highlight ways in which recent historical trends such as population aging, changing patterns of family formation and dissolution, changing life cycle boundaries and women’s increased laborforce participation have altered family structures, functions, and role expectations, especially those of women. Illustrating the usefulness of the life course perspective in family research, results from a longitudinal study of five cohorts of women are presented. Findings show that in midlife Baby Boom women are significantly more depressed and have lower self‐esteem than older cohorts of women, despite their earlier advantages. Work/family stress contributed to higher depression. Baby Boom women dissatisfied with their marriages were significantly more depressed in midlife than Silent Generation women, at comparable levels of dissatisfaction, suggesting the meaning of marriage may have shifted. Biographical and historical timing appeared to matter for the psychological functioning of Baby Boom women in midlife. Silent Generation women did not have to juggle work and family in the same way as Baby Boom women. Having started their child bearing at a later age, Baby Boomers were then confronted by a changing economy, the intensified demands of work and family and the growing contingency of marriage and employment.