The Relationship of Body Weight and Skepticism towards Advertising

• Main Author: Brauneis, Sabrina (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
• Series: Forschungsgruppe Konsum und Verhalten
• Subjects: 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...

Table of Contents:

• 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.