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The Relationship of Body Weight and Skepticism towards Advertising

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The Relationship of Body Weight and Skepticism towards Advertising/ by Sabrina Brauneis.
Author:	Brauneis, Sabrina.
Description:	XXI, 197 p. 48 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-658-14861-4
ISBN:	9783658148614

The Relationship of Body Weight and Skepticism towards Advertising
Brauneis, Sabrina.

The Relationship of Body Weight and Skepticism towards Advertising[electronic resource] /by Sabrina Brauneis. - 1st ed. 2016. - XXI, 197 p. 48 illus.online resource. - Forschungsgruppe Konsum und Verhalten,2628-2038. - Forschungsgruppe Konsum und Verhalten,.

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.

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. 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 Target Groups Researchers and students in the fields of marketing, consumer behavior, psychology and nutrition Practitioners working in public institutions as well as in (inter-)national health institutions 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.

ISBN: 9783658148614

Standard No.: 10.1007/978-3-658-14861-4doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

The Relationship of Body Weight and Skepticism towards Advertising
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