The Relationship of Body Weight and Skepticism towards Advertising

• Κύριος συγγραφέας: Brauneis, Sabrina (Συγγραφέας)
• Συγγραφή απο Οργανισμό/Αρχή: SpringerLink (Online service)
• Μορφή: Ηλεκτρονική πηγή Ηλ. βιβλίο
• Γλώσσα: English
• Έκδοση: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Σειρά: Forschungsgruppe Konsum und Verhalten
• Θέματα: Business.; Marketing.; Business and Management.

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...

Πίνακας περιεχομένων:

• 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.