Ayrıntılandırma Olasılığı Modeli ve Uygulama Alanları

Year 2014, Volume: 29 Issue: 2, 167 - 203, 23.12.2014

Aslıhan Kıymalıoğlu

Abstract

İkna kavramını açıklayan önemli modellerden biri, ikna sürecinde merkezi ve çevresel ikna yolu olmak üzere iki süreç bulunduğunu savunan Ayrıntılandırma Olasılığı Modeli’dir. Türkçe yazında modeli kapsamlı bir şekilde ele alan bir çalışmaya rastlanılmamış olması dolayısıyla, modelin detaylı anlatımını ve modelle ilgili literatür taramasını içeren çalışmanın bu konuda bir boşluğu doldurduğu düşünülmektedir. Yapılan literatür taraması bulguları modelin en fazla pazarlama ve reklam alanlarındaki çalışmalarda kullanıldığını; ayrıntılandırma olasılığını etkileme düzeyi açısından en fazla sayıda araştırmaya konu olan özelliğin ilgilenim olduğunu; ayrıntılandırma sürecinde yer alan ve etkisi en fazla sayıda araştırmada ele alınan faktörlerin ise iddia gücü ve kaynak inanılırlığı olduğunu ortaya koymuştur. Yapılan tarama, modelin ve modelde yer alan değişkenlerin kullanımının bütüncül olarak görülmesine imkân vermesi açısından faydalı bilgiler sunmaktadır.

Keywords

İkna, Ayrıntılandırma Olasılığı Modeli, Literatür Taraması

Elaboration Likelihood Model and an Analysis of the Contexts of Its Application

Abstract

Elaboration Likelihood Model (ELM), which supports the existence of two routes to persuasion: central and peripheral routes, has been one of the major models on persuasion. As the number of studies in the Turkish literature on ELM is limited, a detailed explanation of the model together with a comprehensive literature review was considered to be contributory for this gap. The findings of the review reveal that the model was mostly used in marketing and advertising researches, that the concept most frequently used in elaboration process was involvement, and that argument quality and endorser credibility were the factors most often employed in measuring their effect on the dependant variables. The review provides valuable insights as it presents a holistic view of the model and the variables used in the model.

Keywords

Persuasion, Elaboration Likelihood Model, Literature Review

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