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The Relationship of Body Weight and Skepticism towards Advertising

The Relationship of Body Weight and Skepticism towards Advertising

Sabrina Brauneis

66,63 €
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Editorial:
Springer Nature B.V.
Año de edición:
2016
Materia
Ventas y marketing
ISBN:
9783658148607
66,63 €
IVA incluido
Disponible

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Sobre IBD

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.

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