Editing Locus of control (section)

===Consumer research===
Locus of control has also been applied to the field of consumer research. For example, Martin, Veer and Pervan (2007) examined how the weight locus of control of women (i.e., beliefs about the control of body weight) influence how they react to female models in advertising of different body shapes. They found that women who believe they can control their weight ("internals"), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, women who feel powerless about their weight ("externals"), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. The weight locus of control measure was also found to be correlated with measures for weight control beliefs and willpower.<ref>{{cite journal |doi=10.1007/s11002-007-9014-1 |title=Self-referencing and consumer evaluations of larger-sized female models: A weight locus of control perspective |journal=Marketing Letters |volume=18 |issue=3 |pages=197–209 |year=2007 |last1=Martin |first1=Brett A. S |last2=Veer |first2=Ekant |last3=Pervan |first3=Simon J |s2cid=17175873 |hdl=10.1007/s11002-007-9014-1 |hdl-access=free }}</ref>