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The Relationship of Body Weight and Skepticism towards Advertising by Sabrina Brauneis
The Relationship of Body Weight and Skepticism towards Advertising by Sabrina Brauneis
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The Relationship of Body Weight and Skepticism towards Advertising

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Description

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.

Author Biography:

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.
Release date Australia
August 8th, 2016
Audience
  • Professional & Vocational
Edition
1st ed. 2016
Illustrations
48 Illustrations, black and white; XXI, 197 p. 48 illus.
Pages
197
Dimensions
148x210x12
ISBN-13
9783658148607
Product ID
25541252

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