Figure 2 Overweight and obesity among the Austrian population (according to gender and age) (Statistik Austria, 2015a)

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1 Figures & Tables 1 1 Introduction 2 Definition of Terms, Extended Introduction and Background Advertising 3 Theoretical Framework: On the Relationship of, and Advertising and Sef-Esteen Studies Internalization Theory Hypothesis and Advertising Studies Hypothesis and Advertising Social Cognitive Theory Hypothesis Factors Influencing the Relationship Gender (Gender Theories) Education Products (CDT) Season (SCT) Model Size (SCT + CDT) Study 1, and Advertising Gender & Education Study 2, and Specific Products 4 Empirical Studies Study 3, and Advertising in Different Seasons Study 4, and Specific Products Promoted by Differently Sized Models Summary 5 Summary, Limitations and Implications Limitations & further Research Implications Figure 1 Structure of the thesis Figure 2 Overweight and obesity among the Austrian population (according to gender and age) (Statistik Austria, 2015a)

2 2 Figures & Tables Table 1: Classification of BMI for adults (WHO, 2013) 1. Demographical criteria Gender, Age, Education, Occupation,Income Civil status/children, Ethnicity 4. Physical health State of health Life style Health knowledge 2. Social identity 5. Biological factors Genes 3. Nutrition Nutrition behavior Nutrition knowledge 6. Media Media landscape Media consumption Figure 3: Influencing factors of body weight

3 Figures & Tables 3 1 Infancy; Crisis: Trust vs. Mistrust; : no self, basis for self-steem is trust 2 Early Childhood; Crisis: Autonomy vs. Shame; : evaluation of self based on actions, distinction of self 3 Play Age; Crisis: Initiative vs. guilt; : social comparison, decline of self-esteem 4 School Age; Crisis: industry vs. inferiority; : self is related to others, self-esteem stabilization 5 Adolescence; Crisis: Ego identity vs. role confusion; : appreciation, affiliation, decline of self-esteem 6 Young adult; Crisis: Intimacy vs. isolation; : self-esteem stabilization 7 Adulthood; Crisis: Generativity vs. stagnation; : solid self-esteem 8 Maturity; Crisis: Ego integrity vs. despair; : decline of importance of self-esteem Figure 4: Psychosocial stages with a focus on self-esteem (Erikson, 1982)

4 4 Figures & Tables 1. Biological factors Intelligence Physical appearance/bmi Handicaps 4. Cultural environment Culture Ethnicity 2. Personal factors Personality Personal restrictions 5. Demographical criteria Age, Gender, Education, Occupation 3. Social environment Family, Friends, School, Partner Sports, Social/Economic position 6. Media Figure 5: Influencing factors of self-esteem

5 Figures & Tables 5 1 Infancy; Advertising: early cognitive developments, basics for processing of external stimuli, foundations for skepticism 2 Early Childhood; Advertising: expression of thoughts and emotions, foundations for skepticism 3 Play Age; Advertising: further development of language and interaction, foundations for skepticism 4 School Age; Advertising: distinction between self and others, logical thinking, distinction between program and advertising, still emotional 5 Adolescence; Advertising: ability of abstract thinking, detection of the persuasion attempt, more rational than emotional 6 Young adult; Advertising: final developmental steps, full development of skepticism towards advertising 7 Adulthood; Advertising: stable skepticism towards advertising 8 Maturity; Advertising: stable skepticism towards advertising, increasing tendency Figure 6: Psychosocial stages with the focus on skepticism towards advertising (Erikson, 1982)

6 6 Figures & Tables 1. Demographical criteria Age, Gender, Education 4. Biological factors Intelligence 2. Personal factors Personality, General skepticism, Self-esteem Skepticism Towards Advertising 3. Social environment Family, Friends, School, Partner 5. Persuasion knowledge/ Advertising literacy Figure 7: Influencing factors of skepticism towards advertising

7 Figures & Tables 7 Authors Mendelson, White & Mendelson, 1997 Geller, Johnston & Madsen, 1999 Miller & Downey, 1999 Klaczynski, Goold & Mudry, 2004 Mirza, Davis & Yanovski, 2005 Franklin, Denyer, Steinbeck, Caterson & Hill, 2006 Title and Body-Esteem: Effects of Gender, Age, and Weight The Role of Shape and Weight in Self-Concept: The Shape and Weight Based Inventory A Meta-Analysis of Heavyweight and Culture, Obesity Stereotypes, Self- Esteem, and the Thin Ideal : A Social Identity Perspective Body dissatisfaction, self-esteem, and overweight among inner-city Hispanic children in adolescents Obesity and Risk of Low Selfesteem: A Statewide Survey of Australian Children Research questions Is there a connection between selfesteem body-esteem, body weight, gender and age? Do body shape and weight impact selfesteem? Which general effect does overweight have on self-seteem in 71 different studies? Which connection do self-esteem and overweight have? Do negative overweight stereotypes, thin ideals, perceived reasons for overweight, control over overweight and body Which connection do body (dis)satisfaction, self-esteem and body weight have in a Hispanic population? Which connection do body weight and self-esteem have? Method 3 studies (Elementary school children, teenagers, longitudinal study) in Canada; Questions about self-esteem, measurement of body weight/height Survey of 110 female students in Canada; Questions about self-esteem, eating disorders, depression, social desirability, Rosenberg's selfesteem, health Analysis of 71 studies; Calculations of correlations of self-esteem and overweight; Calculations of correlation coefficients Survey of 107 students in the US; Survey about body weight/height, stereotypes, ideals, reasons for overweight, control over overweight and body perception Survey of 113 children in the US with a Hispanic background; Questions about body weight, desired weight, self-esteem, body satisfaction, health status and nutritional behavior Survey of 2749 students (aged 9-14 years) in Australia; Questions about body weight/height, self-perception, body satisfaction and self-esteem Results Influence of gender, age and body weight on self-esteem and body-esteem Body shape and weight have a strong influence on self-esteem Negative correlation of self-esteem and body weight; Influencing factors: age, gender, ethnicity, income, measurement method Self-esteem and body weight correlate negatively; Connection depends on reasons for overweight Self-esteem and body weight correlate negatively; body satisfaction correlates with self-esteem and body weight Negative connection of self-esteem and body weight; body satisfaction decreases with an increasing body weight; body satisfaction only among underweight participants Table 2: Overview of the studies investigating the relationship of body weight and selfesteem

8 8 Figures & Tables H 1a Figure 8: Hypothesis 1a: The connection of body weight and self-esteem

9 Figures & Tables 9 Authors Title Research questions Method Boush, Friestad & Rose (1994) Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics How do knowledge about advertiser tactics and skepticism towards advertising develop? How are knowledge about advertiser tactics, self-esteem and skepticism towards advertising related? Study with 426 middle school students (aged years); Questions about beliefs about advertiser tactics, attitudes toward television advertising, selfesteem and consumer susceptibility to interpersonal influence Prendergast, Liu & Poon (2009) A Hong Kong study of advertising credibility How credible are various product/service types? How credible are various media channels? How are self-esteem and skepticism towards advertising related? Survey with 200 Hong Kong shoppers; Questions about the evaluation of the credibility of 15 products/services, various media channels, social desirability, self-esteem and skepticism towards advertising Results Knowledge about advertiser tactics changes; skepticism towards advertising remains stable; knowledge about advertiser tactics and selfesteem are positively correlated Weight-loss products are the least credible compared to other products/services; Radio and TV are the most credible and the Internet and direct mail are the least credible media channels; Self-esteem and skepticism towards advertising are positively related Table 3: Overview of the studies investigating the relationship of self-esteem and skepticism towards advertising

10 10 Figures & Tables H 2a Advertising Figure 9: Hypothesis 2a: The connection of self-esteem and skepticism towards advertising RQ1a Advertising Figure 10: Research question 1a: The connection of body weight and skepticism towards advertising

11 Figures & Tables 11 H 1a H 2a H 3a : mediating effect of RQ1a Advertising Figure 11: Hypothesis 3a: Mediating effect of self-esteem on the relation of body weight and skepticism towards advertising Overweight women Normal weight women Beliefs: Societal norms are true. Societal norms of body ideal are my ideals. Beliefs: Societal norms are not (always) true. Societal norms of body ideal are not my ideals. Cognitive Dissonance: No tension occurs. Response: I am skeptical towards the advertisement. Cognitive Dissonance: No tension occurs. Response: I am skeptical towards the advertisement. Behavior: I doubt the messages of the advertisement. Behavior: I doubt the messages of the advertisement. Figure 12: Process of the Cognitive Dissonance Theory: Smartphone

12 12 Figures & Tables Overweight women Normal weight women Beliefs: Societal norms are true. Societal norms of body ideal are my ideals. Beliefs: Societal norms are not (always) true. Societal norms of body ideal are not my ideals. Cognitive Dissonance: No tension occurs. Response: I am skeptical towards the advertisement. Cognitive Dissonance: No tension occurs. Response: I am skeptical towards the advertisement. Behavior: I doubt the messages of the advertisement. Behavior: I doubt the messages of the advertisement. Figure 13: Process of the Cognitive Dissonance Theory: Bottled Water Overweight women Normal weight women Beliefs: Societal norms are true. Societal norms of body ideal are my ideals. Beliefs: Societal norms are not (always) true. Societal norms of body ideal are not my ideals. Cognitive Dissonance: Tension occurs, since the chocolate bar addresses the body ideal. Response: I am not skeptical towards the advertisement. Cognitive Dissonance: No tension occurs. Response: I am skeptical towards the advertisement. Behavior: I doubt the messages of the advertisement. Behavior: I doubt the messages of the advertisement. Figure 14: Process of the Cognitive Dissonance Theory: Chocolate bar Overweight women Normal weight women Beliefs: Societal norms are true. Societal norms of body ideal are my ideals. Beliefs: Societal norms are not (always) true. Societal norms of body ideal are not my ideals. Cognitive Dissonance: Tension occurs, since the appetite suppressant addresses the body ideal. Response: I am not skeptical towards the advertisement. Cognitive Dissonance: Tension occurs among women with low levels of self-esteem, adresses the slim body ideal. Response: I am skeptical towards the advertisement. Behavior: I doubt the messages of the advertisement. Behavior: I doubt the messages of the advertisement. Figure 15: The process of the Cognitive Dissonance Theory: Appetite Suppressant

13 Figures & Tables 13 H 1a : Overweight people have lower self-esteem than people of normal weight. H 2a : People with a low level of self-esteem are less skeptical towards advertising than people with a high level of self-esteem. RQ1a: Is there a direct connection between BMI and skepticism towards advertising? Do overweight people have lower levels of skepticism towards advertising than people of normal weight? H 3a : Self-esteem mediates the relationship between BMI and skepticism towards advertising. RQ1b: Is there an interaction effect of gender and BMI on skepticism towards advertising? Do overweight women show the lowest levels of skepticism towards advertising? H 1b : There is an interaction effect of gender x BMI on self-esteem. Overweight women have the lowest level of self-esteem. H 2b : There is an interaction effect of gender x self-esteem on skepticism towards advertising. Women with a low level of self-esteem show the lowest level of skepticism towards advertising. H 3b : There is a moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among females than among males. H 4a : There is a moderation of education on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among people with lower education levels than among people with higher education levels. H 4b : Considering people with low levels of education, there is a moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among women than among men. H 4c : Considering people with high levels of education, there is no moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is similar among women and men. H 4d : There is a partial mediation of self-esteem on the relationship of BMI and skepticism towards advertising among women with low levels of education. H 4e : There is a complete mediation of self-esteem on the relationship of BMI and skepticism towards advertising among women with high levels of education. Figure 16: Summary of the derived hypotheses Study 1

14 14 Figures & Tables H 5a : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a smartphone. H 5b : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for bottled water. H 5c1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a chocolate bar. H 5c2 : Overweight women show a lower level of skepticism towards the advertisement for the food related product considered to be unhealthy (chocolate bar) than normal weight women. H 5d1 : There is a complete mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for an appetite suppressant. H 5d2 : Overweight and normal weight women show similar levels of skepticism towards the advertisement for the pharmaceutical related product (appetite suppressant). Figure 17: Summary of the derived hypotheses Study 2 H 6a : There is a moderation of the season on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising among women. H 6b : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards advertising among women in summer. H 6c : There is a complete mediation of self-esteem on the relation of body weight and skepticism towards advertising among women in winter. H 6d : There is an interaction of body weight x season on the skepticism towards advertising level among women. In winter, overweight women have lower levels of skepticism towards advertising than normal weight women. In summer, overweight and normal weight women show similar levels of skepticism towards the advertising. Figure 18: Summary of the derived hypotheses Study 3

15 Figures & Tables 15 H 7a1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone promoted by a slim model. H 7a2 : Overweight women show a lower level of skepticism towards the advertisement for the non-food related product (smartphone) with a normal weight model than normal weight women. H 7b : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone promoted by an overweight model. H 7c1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar promoted by a slim model. H 7c2 : Overweight women show a lower level of skepticism towards the advertisement for the food related product (chocolate bar) with a normal weight model than normal weight women. H 7d : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar promoted by an overweight model. Figure 19: Summary of the derived hypotheses Study 4 Table 4: Overview of the sample - Study 1

16 16 Table 5: Overview of the scales and measures used in Study 1 Figures & Tables

17 Figures & Tables Level of Skepticism male female 3.0 normal weight overweight Figure 20: Interaction effects: Gender x BMI on skepticism towards advertising Level of male female normal weight overweight Figure 21: Interaction effects: Gender x BMI on self-esteem

18 18 Figures & Tables Level of Skepticism male female 3.0 high self-esteem low self-esteem Figure 22: Interaction effects: Gender x self-esteem on skepticism towards advertising

19 Figures & Tables 19 a 1 :.0234 (.1446) a 2 : (.4698)*** a 3 : (.0885) * b1:.2335(.0485) *** c 1 :.1343 (.1489) Skepticism Towards Advertising Gender Interaction: x Gender c 2 : (.0933) c 3 : (.0916) + + p <.10 * p <.05 *** p <.001 Figure 23: Moderated mediation path coefficients (standard errors) Gender β = -.26, p <.001 β female = -.39, p <.001 β male = -.16, p =.005 β = -.09, p =.050 β female = -.18, p =.010 β male = -.002, p = n.s. β = -.15, p <.001 β female = -.26, p <.001 β male = -.04, p = n.s. β =.23, p <.001 β female =.20, p =.003 β male =.24, p <.001 Advertising Figure 24: Mediation of self-esteem on the relation of body weight and skepticism towards advertising (general, women and men) (n = 481; n female = 232; n male = 249)

20 20 Figures & Tables a 1 : (.1404)*** a 2 :.2346 (.0516)*** a 3 :.1021 (.0503) * b1:.2042 (.0473) *** c 1 : (.1429)* Skepticism Towards Advertising Education Interaction: x Education c 2 :.2000 (.0530)*** c 3 : (.0508) + + p <.10 * p <.05 *** p <.001 Figure 25: Moderated mediation path coefficients (standard errors) Education β lowedu = -.31, p <.001 β highedu = -.15, p =.015 β lowedu = -.10, p =.171 β highedu = -.01, p =.905. β lowedu =.30, p <.001 β highedu =.13, p =.045 β lowedu = -.19, p =.007 β highedu = -.03, p =.672 Advertising Figure 26: Mediation of self-esteem on the relation of body weight and skepticism towards advertising (people with low and high levels of education) (n lowedu = 195; n highedu = 260)

21 Figures & Tables 21 a 1 : (.2124) a 2 : (.0516)*** a 3 : (.1311) b1:.2809 (.0752) *** c 1 :.2266 (.2209) Skepticism Towards Advertising Gender Interaction: x Gender c 2 : (.1428) c 3 : (.1368) * p <.05 *** p <.001 Figure 27: Moderated mediation path coefficients (standard errors) Gender (among people with low levels of education)

22 22 Figures & Tables β lowedu_female = -.45, p <.001 β lowedu_male = -.25, p =.011 β lowedu_female = -.21, p =.058 β lowedu_male =.01, p =.962 β lowedu_female =.28, p =.010 β lowedu_male = -.26, p =.010 β lowedu_female = -.33, p =.001 β lowedu_male = -.06, p =.539 Advertising Figure 28: Mediation of self-esteem on the relation of body weight and skepticism towards advertising (men and women with low levels of education) (n lowedu_male = 101; n lowedu_female = 94)

23 Figures & Tables 23 a 1 :.2196 (.2040) a 2 : (.1212) * a 3 : (.1229) * b1: (.0642) + c 1 :.2239 (.2100) Skepticism Towards Advertising Gender Interaction: x Gender c 2 : (.1265) c 3 : (.1272) + p <.10 * p <.05 *** p <.001 Figure 29: Moderated mediation path coefficients (standard errors) Gender (among people with high levels of education)

24 24 Figures & Tables β highedu_female = -.26, p =.002 β highedu_male = -.02, p =.790 β highedu_female =.05, p =.603 β highedu_male =.17, p =.047 β highedu_female = -.10, p =.240 β highedu_male =.07, p =.399 β highedu_female = -.12, p =.167 β highedu_male =.07, p =.430 Advertising Figure 30: Mediation of self-esteem on the relation of body weight and skepticism towards advertising (men and women with high levels of education) (n highedu_male = 139; n highedu_female = 138)

25 Figures & Tables Level of Skepticism participants with high self-esteem and normal weight participants with high self-esteem and overweight participants with low self-esteem and normal weight participants with low self-esteem and overweight 3.00 male female Figure 31: Levels of body weight, self-esteem and skepticism towards advertising (Extension Hypothesis H 2b ) Figure 32: Promoted products Study 2

26 26 Table 6: Overview of the sample - Study 2 Table 7: Overview of the scales and measures used in Study 2 Figures & Tables

27 Figures & Tables 27 β smartphone = -.29, p =.036 β smartphone = -.03, p =.839 β smartphone = -.28, p =.060 β smartphone = -.27, p =.055 the Advertisement Figure 33: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a smartphone β water = -.44, p <.001 β water =.06, p =.632 β water = -.14, p =.291 β water = -.17, p =.159 the Advertisement Figure 34: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for bottled water

28 28 Figures & Tables β chocolatebar = -.42, p <.001 β chocolatebar =.44, p <.001 β chocolatebar = -.21, p =.078 β chocolatebar = -.39, p =.001 the Advertisement Figure 35: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a chocolate bar β appetitesuppressant = -.34, p =.021 β appetitesuppressant =.37, p =.014 β appetitesuppressant = -.19, p =.202 β appetitesuppressant = -.31, p =.034 the Advertisement Figure 36: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for an appetite suppressant

29 Figures & Tables Table 8: Overview of the sample - Study 3 Table 9: Overview of the scales and measures used in Study 3 29

30 30 Figures & Tables a 1 : (.2318) * a 2 :.0381 (.1259) a 3 :.0836 (.1325) b1:.1988 (.0679) * c 1 : (.2404) Skepticism Towards Advertising Season Interaction: x Season c 2 :.1712 (.1291) c 3 :.0267 (.1360) * p <.05 Figure 37: Moderated mediation path coefficients (standard errors) Seasons (among women) β summer = -.40, p <.001 β winter = -.37, p <.001 β summer = -.26, p =.019 β winter = -.15, p =.087 β summer =.11, p =.339 β winter =.25, p =.005 β summer = -.30, p =.003 β winter = -.24, p =.004 Advertising Figure 38: Mediation of self-esteem on the relation of body weight and skepticism towards advertising (winter, summer)

31 Figures & Tables Level of Skep;cism summer winter normal weight overweight Figure 39: Interaction effects: Season x body weight on skepticism towards advertising Table 10: Overview of the sample - Study 4

32 32 Figure 40: Promoted products Study 4 Table 11: Overview of the scales and measures used in Study 4 Figures & Tables

33 Figures & Tables 33 β smartphoneeslim = -.30, p =.017 β smartphoneslim =.05, p =.664 β smartphoneslim = -.26, p =.053 β smartphoneslim = -.27, p =.030 the Advertisement Figure 41: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone with the slim model β smartphoneoverweight = -.18, p =.133 β smartphoneoverweight =.18, p =.132 β smartphoneoverweight = -.03, p =.813 β smartphoneoverweight = -.06, p =.608 the Advertisement Figure 42: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone with the overweight model

34 34 Figures & Tables β chocolatebarslim = -.15, p =.295 β chocolatebarslim =.03, p =.865 β chocolatebarslim = -.18, p =.232 β chocolatebarslim = -.18, p =.213 the Advertisement Figure 43: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar with the slim model β chocolatebaroverweight =.00, p =.994 β chocolatebaroverweight =.06, p =.675 β chocolatebaroverweight =.13, p =.383 β chocolatebaroverweight =.13,p =.379 the Advertisement Figure 44: Mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar with the overweight model

35 Figures & Tables 35 H 1a : Overweight people have lower self-esteem than people of normal weight. H 2a : People with a low level of self-esteem are less skeptical towards advertising than people with a high level of self-esteem. RQ1a: Is there a direct connection between BMI and skepticism towards advertising? Do overweight people have lower levels of skepticism towards advertising than people of normal weight? H 3a : Self-esteem mediates the relationship between BMI and skepticism towards advertising. RQ1b: Is there an interaction effect of gender and BMI on skepticism towards advertising? Do overweight women show the lowest levels of skepticism towards advertising? H 1b : There is an interaction effect of gender x BMI on self-esteem. Overweight women have the lowest level of self-esteem. H 2b : There is an interaction effect of gender x self-esteem on skepticism towards advertising. Women with a low level of self-esteem show the lowest level of skepticism towards advertising. H 3b : There is a moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among females than among males. H 4a : There is a moderation of education on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among people with lower education levels than among people with higher education levels. H 4b : Considering people with low levels of education, there is a moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is stronger among women than among men. H 4c : Considering people with high levels of education, there is no moderation of gender on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising. The mediation is similar among women and men. H 4d : There is a partial mediation of self-esteem on the relationship of BMI and skepticism towards advertising among women with low levels of education. H 4e : There is a complete mediation of self-esteem on the relationship of BMI and skepticism towards advertising among women with high levels of education. Figure 45: Summary of the outcomes of the hypotheses of study 1 H 5a : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a smartphone. H 5b : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for bottled water. H 5c1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for a chocolate bar. H 5c2 : Overweight women show a lower level of skepticism towards the advertisement for the food related product considered to be unhealthy (chocolate bar) than normal weight women. H 5d1 : There is a complete mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for an appetite suppressant. H 5d2 : Overweight and normal weight women show similar levels of skepticism towards the advertisement for the pharmaceutical related product (appetite suppressant). Figure 46: Summary of the outcomes of the hypotheses of study 2

36 36 Figures & Tables H 6a : There is a moderation of the season on the mediating effect of self-esteem in the relationship between BMI and skepticism towards advertising among women. H 6b : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards advertising among women in summer. H 6c : There is a complete mediation of self-esteem on the relation of body weight and skepticism towards advertising among women in winter. H 6d : There is an interaction of body weight x season on the skepticism towards advertising level among women. In winter, overweight women have lower levels of skepticism towards advertising than normal weight women. In summer, overweight and normal weight women show similar levels of skepticism towards the advertising. Figure 47: Summary of the outcomes of the hypotheses of study 3 H 7a1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone promoted by a slim model. H 7a2 : Overweight women show a lower level of skepticism towards the advertisement for the non-food related product (smartphone) with a normal weight model than normal weight women. H 7b : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the smartphone promoted by an overweight model. H 7c1 : There is a partial mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar promoted by a slim model. H 7c2 : Overweight women show a lower level of skepticism towards the advertisement for the food related product (chocolate bar) with a normal weight model than normal weight women. H 7d : There is no mediation of self-esteem on the relation of body weight and skepticism towards the advertisement for the chocolate bar promoted by an overweight model. Figure 48: Summary of the outcomes of the hypotheses of study 4

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