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

References

• Chang, C-T., & Tseng, C. H. (2013). Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking. International Journal of Advertising, 4(32), 559–585.
• Chang, E. C., Asakawa, K., & Sanna, L. J. (2001). Cultural variations in optimistic and pessimistic bias: Do Easterners really expect the worst and Easterners really expect the best when predicting future life events? Journal of Personality and Social Psychology, 81, 476–491.
• Chapin, J. R. (2000). Not like me: Self vs. other distinctions in first‐person perception. Communication Research Reports, 17(3), 320-330.
• Chapin, J. R. (2013). I know you are, but what am I? Adolescents’ third-person perception regarding dating violence. The Journal of Educational Research, 106, 393–398.
• Chapin, J.R. (2008). Third-person perception and racism. International Journal of Communication, 2, 1–20.
• Chia, S. C., & Wen, N. (2010). College men’s third-person perceptions about idealized body image and consequent behavior. Sex Roles, 63, 542–555.
• Chia, S. C., Lu, K. H., & McLeod, D. M. (2004). Sex, lies, and video compact disc: A case study on thirdperson perception and motivations for media censorship. Communication Research, 31, 109–130.
• Clow, K., & Baack, D. (2005). The Concise Encyclopedia of Advertising. Routledge. Coelho do Vale, R., & Duarte, J. (2013). Classification of fmcg product macro-categories on the utilitarian vs. hedonic dimensions. Laboratório de Psicologia, 11(1), 29-36.
• Davison, W. P. (1983). The third-person effect in communication. Public Opinion Quarterly, 47(1), 1–15.
• DeLorme, D. E., Huh, J., & Reid, L. N. (2006). Perceived effects of direct-to-consumer (DTC) prescription drug advertising on self and others - A third-person effect study of older consumers. Journal of Advertising, 35(3), 47–65.
• Eisend, M. (2008). Explaining the impact of scarcity claims in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37, 33–40.
• Eisend, M. (2015). Persuasion knowledge and third-person perceptions in advertising: The moderating effect of regulatory competence. International Journal of Advertising, 34(1), 54–69.
• Erdogan, B. Z. (2000). Constructing a practitioner-based model of selecting celebrity Endorsers (PhD Thesis). University of Strathclyde, UK. Fontaine, K. R., & Smith, S. (1995). Optimistic bias in cancer risk perception: A cross- national study. Psychological Reports, 77, 143–146.
• Gouveia, S. O., & Clarke,V. (2001). Optimistic bias for negative and positive events, Health Education, 101(5), 228–234.
• Grazer, W. F., & Kessling, G. (1995). The effect of print advertising’s use of sexual themes on brand recall and purchase intention: A product specific investigation of male responses. Journal of Applied Business Research, 11(3), 47–57.
• Gunther, A. C. (1995). Overrating the X-rating: The third-person perception and support of censorship of pornography. Journal of Communication, 45(1), 27–38.
• Gunther, A., & Mundy, P. (1993). Biased optimism and the third-person effect. Journalism Quarterly, 70, 58–67.
• Ham, C. D., & Nelson, M. R. (2016). The role of persuasion knowledge, assessment of benefit and harm, and third-person perception in coping with online behavioral advertising. Computers in Human Behavior, 62, 689–702.
• Heine, S. J., & Lehman, D. R. (1995). Cultural variation in unrealistic optimism: Does the west feel more invulnerable than the east? Journal of Personality and Social Psychology, 68, 595–607.
• Hoffner, C., Bunchanan, M., Anderson, J. D., Hubbs, L. A., Kamigaki, S. K., Kowalczyk, L., & Silberg, K. J. (1999). Support for censorship of television violence: The role of the third person effect and news exposure. Communication Research, 26(6), 726–742.
• Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage Publications.
• Huge, M., Glynn, C. J., & Jeong, I. (2006). A relationship-based approach to understanding third-person perception. Journalism and Mass Communication Quarterly, 83(3), 530–456.
• Huh, J., Delorme, D., & Reid, L. (2004). The third-person effect and its influence on behavioral outcomes in a product advertising context: The case of direct-to consumer prescription drug advertising. Communication Research, 569–590.
• Hullman, G. (2008). Antecedents to the third-person perceptual effect. Northwest Communication Association Journal, 52–77.
• Ismail, A. R., & Melewar, T. C. (2014). Attitude of muslim consumers toward sex appeal in advertising: A comparative study between subcultures in Malaysia. Journal of Promotion Management, 20, 553–570.
• Ji, L-J., Zhang, Z., Usborne, E., & Guan, Y. (2004), Optimism across cultures: In response to the severe acute respiratory syndrome outbreak. Asian Journal of Social Psychology, 7(1), 25–34.
• Kim, H., (2013). They will help, so I don’t need to? Behavioral hypothesis of the third-person effect in donation aid advertising. Journal of Current Issues & Research in Advertising, 30(1), 93–106.
• Kitayama, S., Markus, H. R., Matsumoto, H., & Norasakkunkit, V. (1997). Individual and collective processes in the construction of the self: Self-enhancement in the united states and self-criticism in Japan. Journal of Personality and Social Psychology, 72, 1245–1267.
• Labi, R., ve Oliver, M. (2009). The influence of presumed media influence: Origins and implications of the third-person perception. N. Tal Or, Y. Tsfati, A. C. Gunther, R. 150 L. Nabi, ve M. B. Oliver (Eds.), Handbook of Media Processes and Effects içinde (99-112). Sage Publication.
• Lambe, J. L., & McLeod, D. M. (2005). Understanding third person perception processses: predicting perceived ımpact on self and others for multiple expressive contexts. International Communication Association, 55(2), 277–291.
• Lee, B., & Tamborini, R (2005). Third-person effect and internet pornography: The influence of collectivism and internet self-efficacy. Journal of Communication, 55, 292-10.
• Lo, V. H., Wei, R., & Wu, H. M. (2010). Examining the first, second and third-person effects of Internet pornography on taiwanese adolescents: Implications for the restriction of pornography. Asian Journal of Communication, 20(1), 90–103.
• McLeod, D. M., Eveland, W. P., & Nathanson, A. I. (1997). Support for censorship of violent and misogynic rap lyrics: An analysis of the third-person effect. Communication Research, 24(2), 153–74.
• Meirick, P. C. (2004). Topic-relevant reference groups and dimensions of distance: Political advertising and first- and third-person effects. Communication Research, 31(2), 234–255.
• Paek, H. J., Pan, Z., Sun, Y., Abısaid, J., & Houden, D. (2005). The third-person perception as social judgment: An exploration of social distance and uncertainty in perceived effects of political attack ads. Communication Research, 32(2), 143–170.
• Park, J. S., Ahn, H. Y., & Haley, E. J. (2017). Optimistic bias, advertising skepticism, and consumer intentions for seeking information about the health risks of prescription medicine, Health Marketing Quarterly, 34(2), 81–96.
• Pan, P. L., Meng, J., & Zhou, S. (2012). Examining third-person perceptions in the context of sexually oriented advertising. Journal of Promotion Management, 18, 189–208.
• Peiser, W., & Peter, J. (2001). Explaining individual differences in third-person perception: A limits/ possibilities perspective. Communication Research, 28(2), 156–180.
• Perloff, R. M. (1999). The third-person effect: A critical review and synthesis. Media Psychology, 1, 353–378.
• Pham, G.V, Shancer, M., & Nelson, M.R. (2019). Only other people post food photos on Facebook: Thirdperson perception of social media behavior and effects. Computers in Human Behavior, 93,129–140.
• Pornpitakpan, C., & Green, R. T. (2007). The effect of message appeals countering unrealistic optimism on purchase intentions: A cross-national study, Asia Pacific Journal of Marketing and Logistics, 19(3), 207–226.
• Pornpitakpan, C., & Green, R.T (2010). The effect of message appeals and unrealistic optimism on purchase intentions: The case of heart-disease prevention pills, Asia Pacific Journal of Marketing and Logistics, 22(3), 372–396.
• Reichert, T., Childers, C., & Reid, L. (2012). How sex in advertising varies by product category: An analysis of three decades of visual sexual imagery in magazine advertising. Journal of Current Issues & Research in Advertising, 33(1), 1–19.
• Rose, J. P., Endo, Y., & Windschitl, P. D. (2008). Cultural differences in unrealistic optimism and pessimism: the role of egocentrism and direct versus indirect comparison measures. Personality and Social Psychology Bulletin, 34, 1236–1248.
• Rosenthal, S., Detenber, B. H., & Rojas, H. (2018). Efficacy Beliefs in Third-Person Effects. Communication Research, 45(4), 554–576.
• Salwen, M. B., & Dupagne, M. (2003). News of Y2K and experiencing Y2K: Exploring the relationship between the third-person effect and optimistic bias. Media Psychology, 5(1), 57–82.
• Salwen, M. B., & Dupagne, M. (1999). The third-person effect. Communication Research, 26(5), 523–549.
• Salwen, M.B., & Dupagne, M. (2000). The third-person effect: a meta-analysis of the perceptual hypothesis. Mass Communication & Society, 3, 57–85.
• Scheier, M. F., & Carver, C. S. (1992). Effects of optimism on psychological and physical well-being: Theoretical overview and empirical update. Cognitive Therapy and Research, 16, 201–228.
• Schmierbach, M., Boyle, M. P., & McLeod, D. M. (2008). Understanding person perceptions: Comparing four common statistical approaches. Mass Communication and Society, 11(4), 492–513.
• Sharma, P., & Roy, R. (2016). Looking beyond first-person effects (FPEs) in the influence of scarcity appeals in advertising: A replication and extension of Eisend (2008). Journal of Advertising, 45(1), 78–84.
• Shen, L. J., Pan, Z. D., & Sun, Y. (2010). A test of motivational vs. cognitive explanations for the third-person perception. American Journal of Media Psychology, 3, 32–53.
• Shen, L., Sun, Y., & Pan, Z. (2018) Not All Perceptual Gaps Were Created Equal: Explicating the ThirdPerson Perception (TPP) as a Cognitive Fallacy, Mass Communication and Society, 21(4), 399–424.
• Shin, D. H., & Kim, J. K. (2011). Alcohol product placements and the third-person effect. Television & New Media, 12, 412–440.
• Shiv, B., Edell, J., & Payne, J. W. (1997). Factors affecting the impact of negatively and positively framed ad messages. Journal of Consumer Research, 24(3), 285–294.
• Spangenberg, E. R., Voss, K. E., & Crowley, A. E. (1997). Measuring the hedonic and utilitarian dimensions of attitude: A generally applicable scale. Advances in Consumer Research, 24, 235–241.
• Sun, Y., Pan, Z., & Shen, L. (2008a). Understanding the third-person perception: Evidence from a metaanalysis. Journal of Communication, 58, 280–300.
• Sun, Y., Shen, L., & Pan, Z. (2008b). On the behavioral component of the third-person effect. Communication Research, 35(2), 257–278.
• Waller, D. S., Deshpande, S., & Erdoğan, B. Z. (2013). Offensiveness of advertising with violent image appeal : A cross-cultural study. Journal of Promotion Management, 19, 400–417.
• Wan, F., Faber, R. J., & Fung, A. (2003). Perceived impact of thin female models in advertising: cultural examination of third person perception and its impact on behaviors. Asia Pacific Journal of Marketing and Logistic, 15(1), 51–73.
• Wei, R., Hwei, W., & Lu, H-Y (2007). Reconsidering the relationship between the third-person perception and optimistic bias. Communication Research, 34(6), 665–684.
• Winstein, N. D (1989). Optimistic biases about personal risks. Science, 246(4935), 1232–1233.
• Xie, G. X. (2016) Deceptive advertising and third-person perception: The interplay of generalized and specific suspicion. Journal of Marketing Communications, 22(5), 494–512.
• Youn, S., Faber, R., & Shah, D. (2000). Restricting gambling advertising and the third person effect. Psychology & Marketing, 7(17), 633–649.
• Youn, S., Wan, F., & Faber, R. F. (2001). We should censor because they are vulnerable: censorship of controversial web sites and the third-person perception. In C. R. Taylor (Ed.), Proceedings of the Conference of the American Academy of Advertising (72-81). Pullman, WA: American Academy of Advertising.
• Zhang, J., & Daugherty, T. (2009). Third-person effect and social networking: Implications for online marketing and word-of mouth communication. American Journal of Business, 24(2), 53–64.