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All ebooks in the collection "Forschungsgruppe Konsum und Verhalten" - Springer Gabler


2  Book(s)
Download this eBook The Relationship of Body Weight and Skepticism towards Advertising
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The Relationship of Body Weight and Skepticism towards Advertising

Sabrina Brauneis

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...

Publication date: 2016-08-03
Format: PDF
Publisher: Springer Gabler
Collection: Forschungsgruppe Konsum und Verhalten
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£44,99
Download this eBook Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Isabell Koinig

Isabell Koinig examines how a standardized promotional message for a fictitious over-the-counter (OTC) medication is perceived by consumers in four different countries (Austria, Germany, the U.S., and Brazil), and the degree to which it contributes to their...

Publication date: 2016-03-09
Format: PDF
Publisher: Springer Gabler
Collection: Forschungsgruppe Konsum und Verhalten
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£44,99

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