The relationship of body weight and skepticism towards advertising

Physical dimension

Summary / review / table of contents

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

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