Overview
- Publication in the field of economic science
- Includes supplementary material: sn.pub/extras
Part of the book series: Forschungsgruppe Konsum und Verhalten (FGKV)
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Table of contents (5 chapters)
Keywords
About this book
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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: The Relationship of Body Weight and Skepticism towards Advertising
Authors: Sabrina Brauneis
Series Title: Forschungsgruppe Konsum und Verhalten
DOI: https://doi.org/10.1007/978-3-658-14861-4
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-14860-7Published: 08 August 2016
eBook ISBN: 978-3-658-14861-4Published: 03 August 2016
Series ISSN: 2628-2038
Series E-ISSN: 2628-2046
Edition Number: 1
Number of Pages: XXI, 197
Number of Illustrations: 48 b/w illustrations
Topics: Marketing