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The Relationship of Body Weight and Skepticism towards Advertising

Sabrina Brauneis (Autor)

Buch | Softcover

XXI, 197 Seiten

2016 | 1st ed. 2016
Springer Fachmedien Wiesbaden GmbH (Verlag)
978-3-658-14860-7 (ISBN)

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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.

Dr. Sabrina Brauneis wrote her dissertation under the supervision of Prof. Dr. Ralf Terlutter at the Department of Marketing und International Management at the Alpen-Adria-Universität Klagenfurt, Austria.

Definitions of Overweight, Self-Esteem and Skepticism towards Advertising.- Self-Esteem Theory, Social Comparison Theory and Cognitive Dissonance Theory.- Influencing Factors.- Empirical Studies and Implications.

Erscheinungsdatum	08.10.2016
Reihe/Serie	Forschungsgruppe Konsum und Verhalten
Zusatzinfo	XXI, 197 p. 48 illus.
Verlagsort	Wiesbaden
Sprache	englisch
Maße	148 x 210 mm
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
Schlagworte	Body Mass Index • business and management • Consumer Behavior • Marketing • Nutrition • Overweight • self-esteem
ISBN-10	3-658-14860-8 / 3658148608
ISBN-13	978-3-658-14860-7 / 9783658148607
Zustand	Neuware