Photo: Flickr / Paul Keller
Lingerie companies are using “vanity sizing” and leading women to believe their breasts are bigger than they really are, according to bra expert Linda Becker. She told ABC News that the shift started about a decade ago:
“I realised all the companies about 10 years ago changed all the sizes without telling us,” Becker told ABC News. “[They] vanity sized it, they wanted you to think your back was smaller and your breasts were bigger.”
In other words, what once was a 36-D is now called a 32-G. So, how can you make sure you get the right fit?
“They should always be halfway between your elbow and your shoulder, if you look in the mirror and you are lower than that, then your bra is too loose in the back,” Becker said.
Vanity sizing really matters and makes a tangible impact on what people buy.
A research report published in the Journal of Consumer Psychology by Nilüfer Z. Aydinoğlu and Aradhna Krishna of the University of Michigan and Koç University says that vanity sizing does sell clothes because it evokes that positive mental imagery.
Also, self-esteem about your own appearance moderates the effect of vanity sizing. From the report:
“While vanity sizing evokes more positive mental imagery for both low and high appearance self-esteem individuals, the effect of the positive imagery on clothing preference is significant (only) for people with low appearance self-esteem, supported by the theory of compensatory self-enhancement.”
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