Generally, advertisers use attractive female models in their advertising. However, findings on whether an attractive model image results in consumers’ positive attitude toward advertising has been inconclusive. Given the importance of generating a favourable attitude toward advertising, our study aims to investigate the mechanism underlying how the model image in advertising influences consumers' attitudes toward the advertising by examining possible mediators and moderators. It found that attractive female models gave a negative influence on female consumers’ body image satisfaction, which in turn affected consumers’ attitudes toward advertising. However, the negative impact of attractive model image on consumers’ body image satisfaction was mitigated when consumers are older and wear hijabs because of their lower tendencies to engage in social comparisons, as compared to others.

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