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.
