The Relationship of Body Weight and Skepticism towards Advertising

von Sabrina Brauneis

197 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

Based on the Self-Esteem Theory, Gender Theories, the Cognitive Dissonance Theory and the Social Comparison Theory Sabrina Brauneis investigates the relationship between body weight (conceptualized and measured here using the Body Mass Index (BMI)) and skepticism towards advertising. The first study’s findings support a general direct influence of body weight on skepticism towards advertising. The second study finds out that specific products influence the relation of body weight, self-esteem and skepticism towards advertising. The third study discovers seasons as a crucial factor on the relationship. The fourth study shows that overweight models cause higher levels of skepticism towards advertising among normal weight and overweight women.

• Reihe: Forschungsgruppe Konsum und Verhalten
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb
• ISBN: 9783658148607
• Sprache: Englisch
• Erscheinungsdatum: 08.08.2016
• Größe: 21 x 14.8 cm
• Verlag: Springer Fachmedien Wiesbaden GmbH