Liar, liar, my size is higher: How retailer context influences labeled size believability and consumer responses to vanity sizing

The present research applies anchoring theory to investigate the influence of retail environments on consumer responses to vanity sized garments. The findings reveal that responses to vanity sized garments in classic retail environments and department stores are diminished, because these retailer environments foster greater anticipation of accurately sized apparel. Meanwhile, disbelief in vanity sized garments is suspended in trendy and off-price retail environments, because anchoring effects set up expectations that vanity sizing may be more likely in these environments. The findings are supported by the mediating explanation of believability for classic and department store contexts but not for trendy and off-price environments. Implications, limitations, and future research directions are discussed.