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-Esteem2.3 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 Hypothesis3.2 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 Relationship3.4.3 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 Hypotheses4 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 Specif-ic 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 Adver-tising in Different Seasons Among Women; 4.3.1 Study Design