Stepwise overview of the study design (adapted from Carlini and Robertson, 2022)
| Step | Stage | Description | Key details/purpose |
|---|---|---|---|
| 1 | Rationale | Focus groups with photo-elicitation | Use of images prompt deeper, richer responses than only verbal questions |
| 2 | Stimuli Development – Stage 1 | 80 Instagram ads (40 thin, 40 curvy) from 16 brands | Selected for alignment; varied styles, settings, brands and racially diverse models; matched visuals; realistic comments added |
| 3 | Stage 2 (Pilot 1) | Pilot (n = 103; females 17–19; regular Instagram users; no eating disorder/body dysmorphic disorder) | Rated attractiveness and body type; reduced to 60 ads; matched attractiveness; >85% correct categorization; 7-s display |
| 4 | Stage 3 (Pilot 2) | Second pilot (n = 103) | Confirmed body-type perceptions; similar attractiveness; stimuli finalized |
| 5 | Main study – recruitment and setting | Six focus groups with female undergraduates (17–19) | Ethical approval; Australian university; private classrooms; first author moderated |
| 6 | Focus group procedure | Demographics → slideshow (30 ads) → ratings → disclosure → discussion | Stimuli used; 90–140 min sessions; covered thoughts, feelings, behaviors, comments and purchase intentions |
| 7 | Data analysis | Inductive thematic analysis | Independent coding; NVivo; iterative consensus; audit trail; co-author validation |
| Step | Stage | Description | Key details/purpose |
|---|---|---|---|
| 1 | Rationale | Focus groups with photo-elicitation | Use of images prompt deeper, richer responses than only verbal questions |
| 2 | Stimuli Development – Stage 1 | 80 Instagram ads (40 thin, 40 curvy) from 16 brands | Selected for alignment; varied styles, settings, brands and racially diverse models; matched visuals; realistic comments added |
| 3 | Stage 2 (Pilot 1) | Pilot ( | Rated attractiveness and body type; reduced to 60 ads; matched attractiveness; >85% correct categorization; 7-s display |
| 4 | Stage 3 (Pilot 2) | Second pilot ( | Confirmed body-type perceptions; similar attractiveness; stimuli finalized |
| 5 | Main study – recruitment and setting | Six focus groups with female undergraduates (17–19) | Ethical approval; Australian university; private classrooms; first author moderated |
| 6 | Focus group procedure | Demographics → slideshow (30 ads) → ratings → disclosure → discussion | Stimuli used; 90–140 min sessions; covered thoughts, feelings, behaviors, comments and purchase intentions |
| 7 | Data analysis | Inductive thematic analysis | Independent coding; NVivo; iterative consensus; audit trail; co-author validation |
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