The Relationship of Body Weight and Skepticism towards Advertising / Forschungsgruppe Konsum und Verhalten (PDF)

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.