The relationship of body weight and skepticism towards advertising

Author

• Brauneis, Sabrina

Additional Author(s)

-

Publisher

Austria: Springer Gabler, 2016

Language

English

ISBN

9783658148607

Series

Subject(s)

• ADVERTISING-PSYCHOLOGICAL ASPECTS
• SKEPTICISM
• BODY WEIGHT
• BUSINESS AND MANAGEMENT

Notes

. Bibliography: p. 177-197.

Abstract

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.

Physical Dimension

Number of Page(s)

xxi, 197 p.

Dimension

21 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Foreword;
Preface;
Table of Content;
Table of Figures;
Table of Tables;
Table of Formulas;
List of Abbreviations;
1 Introduction;
1.1 Research Purpose and Objectives;
1.2 Epistemological Approach of Research;
1.3 Thesis Structure;
2 Definition of Terms, Extended Introduction and Background;
2.1 Body Weight;
2.1.1 Definition and Measurement of Overweight and Obesity;
2.1.2 Influencing Factors;
2.1.3 Stigmatization of Overweight and Obesity in Western Society;
2.2 Self-Esteem;
2.2.1 Definition of Self-Esteem;
2.2.2 Development of Self-Esteem;
2.2.3 Influencing Factors.
2.2.4 Measurement of the Construct Self-Esteem
2.3 Skepticism towards Advertising;
2.3.1 Definition and Development of Skepticisim towards Advertising;
2.3.2 Influencing Factors;
2.3.3 Measurement of the Construct Skepticism towards Advertising;
3 Theoretical Framework: On the Relationship of Body Weight, Self-Esteem and Skepticism towards Advertising;
3.1 Body Weight and Self-Esteem;
3.1.1 Studies of Body Weight and Self-Esteem;
3.1.2 Conclusion and Graphical Overview of the Studies;
3.1.3 Social Norms and Internalization of Social Norms;
3.1.4 Self-Esteem Theory.
3.1.5 Derivation of a Hypothesis
3.2 Self-Esteem and Skepticism towards Advertising;
3.2.1 Studies of Self-Esteem and Skepticism towards Advertising;
3.2.2 Conclusion and Graphical Overview of the Studies;
3.2.3 Derivation of a Hypothesis;
3.3 Body Weight, Skepticism towards Advertising and the Mediating Role of Self-Esteem;
3.3.1 Social Cognitive Theory;
3.3.2 Derivation of a Research Question and a Hypothesis;
3.4 Factors Influencing the Relationship;
3.4.1 Gender as a Moderator in the Mediating Relationship;
3.4.1.1 Gender Theories;
3.4.1.2 Derivation of Hypotheses.
3.4.2 Education as a Moderator in the Mediating Relationship
3.4.3 Specific Products Influencing the Relation of Body Weight, Self- Esteem and Skepticism towards Advertising among Women;
3.4.3.1 Cognitive Dissonance Theory;
3.4.3.2 Derivation of Hypotheses;
3.4.4 Season as an Influencing Factor of the Relation of Body Weight, Self-Esteem and Skepticism towards Advertising among Women;
3.4.4.1 Social Comparison Theory;
3.4.4.2 Heuristics;
3.4.4.3 Derivation of Hypotheses;
3.4.5 The Size of the Model Influencing the Relation of Body Weight and Skepricism towards Specific Products among Women.
3.5 Summary of the Derived Hypotheses
4 Empirical Studies;
4.1 Study 1 -- Body Weight, Self-Esteem and Skepticism towards Adver-tising;
4.1.1 Study Design;
4.1.2 Results -- General Relation and Gender;
4.1.3 Results -- Education;
4.1.4 Discussion;
4.1.5 Limitations and Implications;
4.2 Study 2 -- Body Weight, Self-Esteem and Skepticism towards Specific Products among Women;
4.2.1 Study Design;
4.2.2 Results;
4.2.3 Discussion;
4.2.4 Limitations and Implications;
4.3 Study 3 -- Body Weight, Self-Esteem and Skepticism towards Advertising in Different Seasons Among Women;
4.3.1 Study Design.
4.3.2 Results;
4.3.3 Discussion;
4.3.4 Limitations and Implications
4.3 Study 3 -- Body Weight, Self-Esteem and Skepticism towards Skepticism towards specific products by differently sized models Among Women;
4.4.1 Study Design.
4.4.2 Results;
4.4.3 Discussion;
4.4.4 Limitations and Implications
5 Summary, Limitations, and Implications
5.1 Summary of the results
5.2 Limitations of the Empirical Research and Further Research
5.3 Implications
References

Exemplar(s)

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