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The Relationship of Body Weight and Skepticism Towards Advertising.
・ISBN 978-3-658-14860-7 paper EUR 49.99
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| 著者・編者 | Brauneis, Sabrina, |
|---|---|
| シリーズ | Forschungsgruppe Konsum und Verhalten |
| 出版社 | (Springer Gabler, GW) |
| 出版年月 | 2016 |
| ページ数 | 218 pp. |
| 言語 | ENG |
| ニュース番号 | ＜636-L874 636-P1911＞ |
解説
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.