Téléchargez le livre : The Relationship of Body Weight and Skepticism towards Advertising

The Relationship of Body Weight and Skepticism towards Advertising

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Éditeur :

Springer Gabler


Collection :

Forschungsgruppe Konsum und Verhalten

Paru le : 2016-08-03

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Description

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.
Pages
197 pages
Collection
Forschungsgruppe Konsum und Verhalten
Parution
2016-08-03
Marque
Springer Gabler
EAN papier
9783658148607
EAN PDF
9783658148614
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
19
Taille du fichier
6420 Ko
Prix
52,74 €

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