Reklamlarda Üçüncü Kişi Algısının Yanlı İyimserlik Bağlamında Değerlendirilmesi: Türkiye ve Kanada Karşılaştırması

Year 2019, Volume: 48 Issue: 2, 313 - 334, 30.11.2019

Nezahat Ekici , Bayram Zafer Erdoğan

Abstract

Bu çalışmanın amacı üçüncü kişi algısı ve yanlı iyimserlik gibi psikolojik temelli iki kavram arasındaki etkileşimin cinsel içerikli reklamlar ve satın alma niyeti özelinde irdelenmesidir. Bu amaçla, kolayda örnekleme yöntemiyle Kanada ve Türkiye'deki üniversite öğrencilerinden anket yardımıyla elde edilen veriler analiz edilmiştir. Verilerin analizinde 2X4 MANOVA kullanılmıştır. Araştırma sonuçlarına göre ürün hedonik olduğunda bireylerin kültürel geçmişi ve yanlı iyimserlik düzeyleri algısal ve davranışsal boşluk üzerinde birlikte bir etkiye sahip değilken, ürün faydacı olduğunda bu iki faktör algısal boşluk üzerinde marjinal düzeyde anlamlı, davranışsal boşluk üzerinde ise anlamlı düzeyde birlikte bir etkiye sahiptir. Elde edilen sonuçların kültür bağlamında medya etkileri, reklamcılık ve tüketici davranışı üzerine çalışan araştırmacı ve uygulamacılara katkı sağlaması beklenmektedir.

Keywords

Üçüncü kişi algısı, Yanlı iyimserlik, Satın alma niyeti, Cinsel içerikli reklamlar

Supporting Institution

Bu çalışma Anadolu Üniversitesi BAP Komisyonu tarafından 1410E404 nolu proje kapsamında desteklenen doktora tez çalışmasından türetilmiştir. Nezahat EKİCİ çalışmayı yürütmek üzere TÜBİTAK 2214/A Doktora Sırası Araştırma Bursu kapsamında desteklenmiştir.

Examining Third-Person Perception in Advertisements within the Context of Optimistic Bias: A Comparison of Turkey and Canada

Abstract

The aim of this study is to examine the interaction between the concepts of third-person perception and optimistic bias - which are highly based on psychology - in the context of suggestive advertisements and purchase intention. For that purpose, data was used drawn via a survey from Canadian and Turkish university students using the convenience sampling method. A 2X4 MANOVA was used for analyzing the data. According to the results, individuals' cultural background and optimistic bias levels have no interaction effect on perceptual and behavioral gap when the product is hedonic. For functional products on the other hand, these two factors have a marginally significant interaction effect on the perceptual gap and a significant interaction effect on the behavioral gap. It is expected that the results obtained will contribute to the knowledge of researchers and practitioners who study the effects of media in the context of culture, advertisement, and consumer behavior. 

Keywords

Third-person perception, Optimistic bias, Purchase intention, Suggestive advertising

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