Final Capstone

Influence of Reality TV 1
RUNNING HEAD: Influence of Reality TV
The Impact of Reality TV Wedding Shows on the Bridal Industry
Brittany Fernandes
Mount Ida College
May 9, 2014

RUNNING HEAD: Influence of reality TV 2
Abstract
This is a study to examine how reality TV wedding shows influence the bridal industry
and how brides are influenced by the wedding programs. It was conducted using both qualitative
and quantitative methods. Participants were Mount Ida College students, consisting of eighty two
usable surveys that were collected, with only females surveyed. The research focused on what
brides expect their wedding and bridal dress shopping experiences to resemble from watching
reality TV wedding shows. This research confirms that reality TV wedding shows have a major
impact on the bridal industry.

Introduction
Weddings have been escalating in cost in recent years. The latest statistics show
that the average wedding budget, excluding honeymoon is $28,427 (Miles, 2013). This total
comes mostly from the combined cost of the venue, photographer, wedding/event planner,
reception, band, florist/décor, ceremony site, engagement ring, and the wedding dress (Miles,
2013).
Reality television has been shown to have a high impact on many people’s opinions on
how to live their lives, images of what to wear, where to shop, and how to act because they are
watching someone’s so-called real life. A new phenomenon that has become popular in recent
years is reality TV wedding shows such as “Say Yes to the Dress,” “Four Weddings,”
“Something Borrowed, Something Blue,” and “I Found the Gown.” All of these television
programs are from the same network, The Learning Channel (TLC). Wedding shows like these
can potentially impact brides and shape their idea and image of the perfect white wedding.
Reality wedding shows influence brides by branding and showing images of brand management
that persuade their audiences not just of the theme of their wedding but the brands as well
(Winch & Webster, 2012). The wedding media bombards the bride with marketing messages
that put social pressure on women that demands them to have the perfect wedding with the same
exact theme and brands that are promoted to them through reality television (Winch & Webster,
2012). Bridal desires have often been impacted through popular culture (Sgroi, 2006); presently,
reality TV impacts today’s popular culture as it influences brides on what is expected of their
wedding day. This research is to determine whether/ and how reality TV shows influence women
on what designers and styles to buy, if women expect the same experience wedding dress
shopping as they see on reality television, and if brides feel social pressure to have the perfect

white wedding because of images that are displayed on reality television shows. In order to
answer these questions this survey uses qualitative and quantitative methods to discover
women’s perspectives on these issues.

Literature Review
Statistics show that in 2001 the cost of the average wedding is $20,000, which is a four
hundred percent increase over the average of weddings in the past twenty years (Wallace, 2004).
The latest statistics show that the average wedding budget, excluding honeymoon is $28,427
(TheKnot.com). In American culture, weddings are held as a ritual of high esteem. The social
demands of brides in this decade are extremely high. The products and behaviors that brides are
adopting into their wedding budget are so high because of the demands that are pressured upon
them by the major trends in wedding planning. The image of a white wedding began in the mid-
1800s, when families who were wealthy created to host wedding in the backyard of their
beautiful homes (Wallace, 2004). The mid-1800s may have started the traditional white wedding,
but there is now many other wedding rituals that are incorporated into the tradition of American
white weddings (Wallace, 2004). It is everything from the flowers, the white gown, to the many
elements of the white wedding. Tradition has required that all couples must-have to achieve the
perfect wedding (Herr, 2005).
Reality television has now made its way into the bridal industry to create a target market
audience for brides, for women of all ages. Reality wedding TV shows have forged their way
into the creation of the ultimate bridal fantasy. “Planning a large, formal wedding brought an
element of fantasy to the weddings of girls from modest backgrounds” (Wallace, 2004).
Wedding reality shows have now entered the women’s fantasy of what her white wedding should
replicate, and product placement is being promoted, which makes women think that they need
that same exact dress, designer, floral arrangements, etcetera, and is helping designers build a
high-end reputation (Sgroi, 2006). Reality TV is related to consumption because it is allowing

viewers to become relaxed with customs of observation, and this is encouraging them to inhabit
the position of consumer/producer (Sgroi, 2006).
There are so many options to choose from for wedding TV shows; on both network and
cable. Wedding shows mostly appear in the daytime and primetime schedules; however The
Learning Channel (TLC) has many different options of wedding television. For example, A
Wedding Story (Banyan Productions, 2004) is a documentary show, while For better or For
Worse (Nash, 2004) is presented using a game-show theme. A Wedding Story follows the same
format every show. Documenting the planning of the wedding, showing everyday people plan
their wedding and then airing the wedding itself at the end of the program to show how
everything came together on the couples big day. Four Weddings is another example of a game-
show type theme. Like For better or For Worse, which is also on The Learning Channel (TLC),
it introduces four women who are strangers who attend one another’s wedding and then rate
them based on the bride’s dress, venue, cuisine, and overall experience at the wedding to win a
destination honeymoon.
Reality TV wedding shows also place an emphasis on style and personalization. They
concentrate on the idea of the bride having a status of a unique and high class wedding.
Traditions are reinforced through white weddings and have evolved through history, but now
brides are searching for personalization and finding their unique style (Sgroi, 2006). Recent
trends, including a high divorce rate in the US and many people not willing to be in a committed
relationship in our society, might suggest that reality TV wedding shows provide something that
the viewing audience wants and, maybe, needs (Sgroi, 2006). When prospective brides watch
these played out reality TV wedding shows they see a vision of what is possible for their life.

Reality TV reinforces audiences that shopping and retailing is significant, after having
the brands visually displayed to them in the comfort of their home customers visually see what
they desire for their wedding. These wedding shows offer stories of love, marriage, and fantasies,
but most importantly, it displays viewing pleasures that are focused towards specific products
and brand names (Sgroi, 2006).
Bridal store managers have the advantage to set up their store the way customers will find
appealing by being influenced by the wedding shops on reality television. For the stores to
maintain and increase sales, bridal customers that come in to shop for their big day need to be
happy with the store layout (Weiss, 2008). With the expectations that are already set up for the
bride by reality TV shows, store managers must set realistic goals for the bride to have
satisfaction for the price that is available to her needs. The media has enlarged the importance of
“the gown”. Today, women on their wedding day will do whatever it takes to have the wedding
of their dreams. According to the weddingchannel.com, the bridal gown should cost 10% of the
total wedding budget, which is the average cost of about $2700 (Weiss, 2008). Mara and Ronnie
Rothstein, the principal owners of Kleinfield’s bridal boutique, stated that a bride is willing to
spend a lively amount of money to fulfill their image of a perfect wedding than a bride is to
spend on her first born child (Weiss, 2008).
An article written by Geoff William in April of 2013, states that reality television has
created a whole entire genre dedicated to wedding shows. These series have been giving brides
and grooms an unrealistic expectation of things that should be expected of how their wedding be
like (Williams, 2013). Hollywood is infamous for numerous failed marriages but the television
industry is increasing the obsession with wedding themed reality television shows (McKay
2011). According to the article “Do Wedding-Themed Reality Shows Make a Mockery of

Marriage?, by Hollie McKay, she states that women today are feeling pressure to appear a
certain way on their wedding day and turn to television to reference images of women and try to
imitate unrealistic expectations of appearance before walking down the aisle (McKay, 2011).
TV cameras have been following brides-to- be on their hit television shows from WETV’s
“Bridezillas” and TLC’s, “Say Yes to the Dress,” since 2010 to show the reality of weddings and
wedding dress shopping (McKay, 2011). There is a danger of having all these reality shows that
keep reinforcing the same message, that if you are not perfect and your wedding is not perfect
that you are never going to be good enough (McKay, 2011). These shows are damaging
American men and women who are planning their wedding by making them believe that the only
way to feel satisfaction is by attaining the perfect wedding (McKay, 2011). Couples who can’t
afford all the lavish expenses of a wedding are shown constant images suggesting a low budget
and that their wedding simply won’t be successful (McKay, 2011).
.

Methodology
To examine the influence that reality television has on the bridal industry, a qualitative
and quantitative method was used. Quantitative research was conducted by a survey that
consisted of ten questions. A convenience sample comprised of students at Mount Ida College
was chosen to answer survey questions for this study. This sample of student’s purpose was to
determine the impact of reality television and how women are influenced by wedding-related
reality TV shows. Approval to conduct this survey was obtained from the Mount Ida College
Institutional Review Board (MIC-IRB). The survey used a convenience sampling of women.
Qualitative research that was conducted for this study involved an owner of a bridal shop.
Ryan Mainvelle, owner of Pearl Bridal Boutique in Holyoke, Massachusetts was interviewed
along with two brides who got married in the summer of 2013, Julie Boudreau and Melissa
Giroux. These questions requested information concerning how the bridal industry is affected by
reality TV shows for the bridal shop owner, and how the recent brides’ buying behavior was
influenced by those reality TV shows.

Results
A total of 82 usable surveys were completed. Of the 82 participants, 100 % were women,
with ages ranging from 18 to 37. The mean ages of participants were 18 to 22. The pie charts
below display a summary of the participants’ age and gender. In question three, women were
asked which television shows they watched out of the options and every women watched at least
one of the shows that were listed. The chart indicated the majority of women watch Say Yes to
the Dress. Question four indicated that thirty four percent of women were strongly influenced by
the brand names that are displayed through reality TV wedding shows. The survey showed that
women feel neutral about having the same experience wedding shopping as they see on TV.
Twenty three percent of women agreed that reality shows impact their thought process of how
wedding dress shopping should be like.
Qualitative research proved that women who watch more reality TV wedding shows are
more influenced then women who do not watch as much reality TV wedding shows. Interview
questions were conducted to two different brides who were married the same summer of 2013.
Julie Boudreau stated that she watched Say Yes to the Dress while planning her wedding. She
said that “I liked seeing the different styles of dresses so I could have an idea of what I wanted.
That was it. I don’t have cable and did not get swept into the bride-craze that many women do
because of reality TV.” While Melissa Giroux said, “I watched them all! Say Yes to the Dress –
New York and Atlanta, Four Weddings and Say Yes to the Dress – Bridesmaids were the ones I
watched most frequently.

I liked Say Yes to the Dress most, but it was also the one that gave me the MOST anxiety! It
helped give me ideas about what types of dresses were trendy right now and also provided a little
education about what type might look best on my body type.” Another interview question that
was asked was “Did the experience of dress shopping live up to your expectations?” Julie
responded, “Yes it did, and I ended up choosing a dress that my youngest sister insisted I try on.
Then at David’s Bridal they have you ring a bell to make the moment special. It was surreal, my
friends starting crying and I was just relieved to cross something off my to-do list and of course,
I found a simple, flattering and amazing dress. I put it on a few times after my wedding too! I
wish I could wear it again.” Melissa however did not have the same pleasant experience, she
stated that “No. Talk about stressful and overwhelming. I went to three different places. First
time I did the “mom” thing and had an okay experience, found a dress I liked but wasn’t ready to
commit. Second time I had a horrific experience with a local shop – the women were rude and
when I found my dress, they told me it only came in silver (which was the floor model) and I
could only get that one. I ended up leaving and going to Bancroft where I had a fantastic
experience. Of all three places, they really lived up to the experience – champagne, constant
attention to detail and made me feel good. I brought one other person and it was so much less
stressful.”
Owner Ryan Mainvelle of Pearl Bridal Boutique was also interviewed questions about
her shop and how the bridal industry has changed since reality TV wedding shows have started
becoming popular within the industry. She stated that, “Brides feel that they have social/media
pressure to find the perfect gown. The choices can be overwhelming. There is so much over
exposure of wedding gowns now through different media sources. A bride may feel compelled
to keep looking because she keeps seeing different dresses day in and day out.” Ryan also stated

that “Reality TV has affected the wedding industry and has made the wedding industry a huge
focal point over the past 10 years or so. Some brides feel like they have to outshine their
counterparts and go bigger/better than the last wedding they attended. Sometimes they have
unrealistic expectations because they “saw it on a show” and we have to explain well that’s TV
and this is real life!”

Conclusion
Based on the research conducted and the survey findings and interview questions it is
confirmed that reality TV wedding shows have a major impact on the bridal industry. Women are
expecting to see the same brand names with the same pricing as they see through reality television.
In summary the results conclude that the bridal industry is influenced by reality TV and its target
market which is women of all ages. With the continued production and viewing of reality television
it is shown that reality TV will continue to influence the bridal industry today and for years to
come.

References
Banyan Productions (Producer). (2004). A wedding story [Television Series]. Philadelphia: The
Learning Channel.
Herr, R. (2005). The Dream and the reality of the American wedding: Taste, Style, and Reality
Television. In annual meeting of the International Communication Association, New
York.
Miles, J. (2013). Infographic: the national average cost of a wedding is $28,427. Retrieved from:
http://blog.theknot.com/2013/03/07/average-wedding-cost-2013/
Nash, B. (Executive producer). (2004) For better or for worse [Television series]. Hollywood,
CA; The Learning Channel.
Sgroi, R. (2006). Consuming the reality TV wedding. Ethnologies, 28(2), 113-131.
Wallace, C.M. (2004). All dressed in white: The irresistible rise of the American wedding. New
York: Penguin.
Weiss, J. D. (2008). In search of the dress: an analysis of the consumer decision making process
of brides (Doctoral dissertation).
Winch, A., & Webster, A. (2012). Here comes the brand: Wedding media and the management
of transformation. Continuum, 26(1), 51-59.
Williams, G. (2013). How bridal reality shows are affecting the bridal industry. Retrieved from
http://money.usnews.com/money/personal-finance/articles/2013/04/17/how-bridal-
reality-shows-are-affecting-the-bridal-industry

McKay, H. (2011). Do wedding-themed reality shows make a mockery of marriage? Retrieved
from: http://www.foxnews.com/entertainment/2011/03/14/wedding-themed-reality-
shows-making-mockery-sacred-tradition-marriage/

Appendix: A
Consent Statement
Dear Student Respondent,
You are invited to participate in this research project by completing this brief survey on your
view of quality service. The aim of my project is to understand customer expectations of quality
service administered by the influence of reality television and how it is affected by the bridal
industry.
Remember your participation is not mandatory and if you do not feel comfortable taking this
survey you may return it to the giver at any time. It should take you only about twelve minutes
maximum to complete. If you choose to participate, please fill in your answers clearly and return
the survey to the giver.
To maintain anonymity, please do not put your name on the survey when you fill it out. This
survey is completely confidential, and all answers are strictly used for the purpose of
determining how customers view quality service. There are no risks to you or to your privacy if
you decide to participate in this study.
Thank you for your time.
Sincerely,
Brittany Fernandes

Instructions: Answer the following questions by placing a check mark in the appropriate
box.
1. How old are you?
18- 22 23-27 28- 32 33- 37
2. What is your gender?
Male Female
3. Which Programs do you watch out of these choices? Please check off the ones that apply
to you.
Something Borrowed Something Blue
Friday Bride Day(TLC)
Four Weddings(TLC)
I Found the Gown (TLC)
Say yes to the Dress(TLC)
Say Yes to the Dress Atlanta(TLC)
Say Yes to the Dress Bridesmaids (TLC)
Say Yes to the Dress Randy Knows Best (TLC)
My Big Fat American Gypsy Wedding (TLC)
90 Day Fiancé (TLC)
Bridezillas (WE TV)
My Fair Wedding (WE TV)

Instructions: Please respond to each of the following statements using the seven-point scale
below each statement. Circle the appropriate number on the number line.
4. Do Reality TV Wedding shows influence your opinion on what brand names you would
like for your wedding?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree
5. Do Wedding Reality TV shows influence you on what designers and styles to buy?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree
6. Do you expect the same experience wedding dress shopping as you see through reality
TV wedding shows?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree
7. Do you feel social pressure to have the perfect white wedding because of the images that
are displayed on reality television shows?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree
8. Do you feel that reality TV wedding shows influence your selectionof a wedding gowns
and your thoughts of price and style?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree

9. Does Reality shows impact your thought process of how wedding dress shopping should
be like?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree
10. Do you believe that reality television shows influence your expectations about how your
life should be?
1 2 3 4 5 6 7
Strongly Strongly
Disagree Agree

Appendix: B
Interview Questions: Pearl Bridal Owner; Ryan Mainvelle
1. Do you feel that brides have social/media pressure to find the perfect gown? Explain.
“Yes. The choices can be overwhelming. There is so much over exposure of wedding
gowns now through different media sources. A bride may feel compelled to keep looking
because she keeps seeing different dresses day in and day out.”
2. Do brides often reference reality bridal TV shows while shopping at your boutique?
Explain.
“No. Reality shows are not reality. They are unscripted shows in which a producer tells
you how they want the scene to go and let you improve. They are nothing like the true
bridal gown shopping experience.”
3. Do bride’s expectations become influenced through reality TV (price, style, etc...)? Give
examples.
‘Yes they do. Many brides have no clue what a gown may cost, and because of certain
shows think that gowns start at 5k, when that is certainly not the case.’
4. Do you think that wedding reality TV shows affect the expectation of the shop and the
bride’s experiences? Explain.
“Yes. Many times a bride comments that her experience is nothing like how they see it
happening on the shows, and that she has a much better experience then she was
expecting.”
5. Do you think Reality TV has affected the wedding industry? In what ways?
“Yes. It has made the wedding industry a huge focal point over the past 10 years or so.
Some brides feel like they have to outshine their counterparts and go bigger/better than
the last wedding they attended. Sometimes they have unrealistic expectations because
they “saw it on a show” and we have to explain well that’s TV and this is real life!”

Interview Questions: Bride 1: Julie Boudreau
1. While planning your wedding, did you watch wedding reality TV shows? Which ones did you
like best?
“Say Yes to the Dress! I liked seeing the different styles of dresses so I could have an idea of
what I wanted. That was it. I don’t have cable and did not get swept into the bride-craze that
many women do because of reality TV.”
2. What do you think influenced your selection of a wedding gown and your thoughts of price
and style?
“I knew I didn’t want to spend over $1000. It didn’t make sense to me to buy something so
expensive for one day and I knew I could find “the dress” at the price I wanted. I wanted a
flattering dress that would stay up when I was dancing!”
3. When going dress shopping, did you have any ideas of what it was going to be like and where
did these ideas come from? How or what influenced you most?
“I was pretty unfamiliar to the dress shopping experience. I brought my friends and family with
me to give honest and helpful feedback…and to tell me “that’s the one.”
4. Did the experience of dress shopping live up to your expectations?
“Yes it did, I ended up choosing a dress that my youngest sister insisted I try on. Then at David’s
Bridal they have you ring a bell to make the moment special. It was surreal, my friends starting
crying and I was just relieved to cross something off my to-do list and of course, I found a
simple, flattering and amazing dress. I put it on a few times after my wedding too! I wish I could
wear it again.”

Interview Questions: Bride 2 Melissa Giroux
1. While planning your wedding, did you watch wedding reality TV shows? Which ones did you
like best?
“I watched them all! Say Yes to the Dress – New York and Atlanta, Four Weddings and
Say Yes to the Dress – Bridesmaids were the ones I watched most frequently. I liked Say
Yes to the Dress most, but it was also the one that gave me the MOST anxiety! It helped
give me ideas about what types of dresses were trendy right now and also provided a little
education about what type might look best on my body type. “
2. What do you think influenced your selection of a wedding gown and your thoughts of price
and style?
“I think I was most influenced by what looked good and price. I did a lot of “research” about
different styles by watching TV, looking at Wedding magazines and then browsing websites of
the dress makers that I liked.”
3. When going dress shopping, did you have any ideas of what it was going to be like and where
did these ideas come from? How or what influenced you most?
“Oh Yeah! I envisioned the dress shopping to be this magical experience – almost as magical as
the proposal itself! Ha. I guess growing up there’s this stereotype of all little girls wanting this
fairytale wedding starting with the Cinderella dress. I had already gone dress shopping with
several of my other now married friends so I had an idea about what the dress store would feel
like.”
4. Did the experience of dress shopping live up to your expectations?
“No. Talk about stressful and overwhelming. I went to three different places… first time I did
the “mom” thing and had an okay experience, found a dress I liked but wasn’t ready to commit.
Second time I had a horrific experience with a local shop – the women were rude and when I
found MY dress, they told me it only came in silver (which was the floor model) and I could
only get that one. I ended up leaving and going to Bancroft where I had a fantastic experience.
Of all three places, they really lived up to the experience – champagne, constant attention to
detail and made me feel good.”

Appendix C:
67%
23%
7% 3%
Age of respondent
18 - 22 23 - 27 28 - 32 33 - 37
Male
0%
Female
100%
Gender
Male Female

Do Reality TV Wedding shows influence your opinion on what brand names you would like for
your wedding?
11%
17%
12%
12%
34%
14% 0%
Effect on brand names Strongly
Disagree
2
3
Neutral
5
6
Strongly Agree

Do Wedding Reality TV shows influence you on what designers and styles to buy?
Do you expect the same experience wedding dress shopping as you see through reality wedding
shows?
8%
16%
15%
18%
32%
10% 1%
Influenceon designer choice
Strongly Disagree 2 3 Neutral 5 6 Strongly Agree
Strongly
Disagree
7%
2
15%
3
18%Neutral
24%
5
17%
6
9%
Strongly
Agree
10%
Expectation of experience

Do you feel social pressure to have the perfect white wedding because of the images that are
displayed on reality television shows?
Do you feel that reality TV wedding shows influence your selection of a wedding gowns and
your thoughts of price and style?
13%
10%
22%
15%
17%
16%
7%
Social Pressure

Does Reality shows impact your thought process of how wedding dress shopping should be like?
Do you believe that reality television shows influence your expectations about how your life
should be?

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