Research Article
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The Role of Education in The Effect of Belief in Advertising On Women’s General Attitude towards Advertising

Year 2024, Volume: 23 Issue: 50, 1903 - 1934, 30.09.2024
https://doi.org/10.46928/iticusbe.1397128

Abstract

Advertising significantly influences consumers' attitudes and behaviors towards brands. When consumers are either male/female and educated (conscious), they can be selective in their individual consumptions. Therefore, it is important to thoroughly investigate the impact of advertising activities on consumers' gender, education level, and belief in general attitudes. Objective: This study examines the moderating role of education on belief in advertising and general attitude in advertising campaigns targeting female audiences, aiming to provide a guiding resource for marketers. Method: The study utilized a convenience sampling method with a closed-ended questionnaire. The questionnaire was completed by 610 female participants, and the data were analyzed using IBM® SPSS 24 and IBM® AMOS 18 software. Initially, descriptive statistics were conducted, followed by exploratory and confirmatory factor analyses, validity and reliability analyses, distribution, correlation analysis, and finally hypothesis testing. A 95% confidence interval was preferred for all analyses. An ANOVA test was conducted to determine if there was a significant difference in scores on the belief in advertising and attitude towards advertising scales according to education. After detecting a difference, the homogeneity of variances was checked. Once homogeneity was confirmed, a Tukey test was performed. Findings: Significant differences were found in scores on the belief in advertising and attitude towards advertising scales according to education level, with higher education levels associated with lower scores on both scales. It is believed that these findings will contribute significantly to the strategies and creative processes of advertising campaigns targeting female audiences and to research in this area.

References

  • Aiken, L. R. (1991). Psychological testing and assessment (7th ed.). Boston, MA: Allyn and Bacon.
  • Akyüz, A. (2010). Reklama yönelik tutum: Belirleyici faktör olarak inançlar. Marmara İletişim Dergisi, 17, 51-68.
  • Anderson, R. D., Engledow, J. L., & Becker, H. (1978). Advertising attitudes in West Germany and the U.S.: An analysis over age and time. Journal of International Business Studies, 9(1), 38.
  • Andrews, J. C. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18(1), 26-35. https://doi.org/10.1080/00913367.1989.10673140
  • Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277. https://doi.org/10.1037/h0076477
  • Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33. https://doi.org/10.1080/14792779943000116
  • Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The consumer view (Unpublished graduate dissertation). Harvard University, Boston, MA.
  • Bayazıt, D. Z., & Yıldırım, F. (2020). Reklam çekicilikleri: Marka iletişiminin sihirli anahtarı. Ankara, Turkey: Nobel Bilimsel Eserler.
  • Bayrakdaroğlu, F., & Özbek, Ç. (2018). Kadınların tüketim alışkanlıklarının kuşaklararası boyutu. Sosyal ve Beşeri Bilimler Araştırmaları Dergisi, 17(4), 1-12.
  • Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). New York, NY: McGraw-Hill.
  • Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/JAR-41-5-23-32
  • Butler, J. (2009). Toplumsal cinsiyet düzenlemeleri. Cogito: Feminizm, 58, 73-91.
  • Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2017). Bilimsel araştırma yöntemleri. İstanbul: PEGEM Akademi Yayıncılık.
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
  • Durakbaşa, A., & Cindoğlu, D. (2003). Tezgah üstü karşılaşmalar: Toplumsal cinsiyet ve alışveriş deneyimi. In A. Durvasula, S., Andrews, J. C., Lysonski, S., & Netemeyer, R. G. (1993). Assessing the cross national applicability of consumer behavior models: A model of attitude toward advertising in general. Journal of Consumer Research, 19(4), 626-636. https://doi.org/10.1086/209329
  • Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations, 16(3), 233-239. https://doi.org/10.1177/001872676301600302
  • Fishbein, M. (1967). Readings in attitude theory and measurement. New York, NY: Wiley.
  • Haley, R. I., & Baldinger, A. L. (2000). The ARF copy research validity project. Journal of Advertising Research, 40(6), 114-135. https://doi.org/10.2501/JAR-40-6-114-135.
  • Kantarcıoğlu, B. (2023). Hızlı moda giyim alışverişinde satın alma niyetini etkileyen faktörler: Z kuşağı örneği (Doktora tezi). Akdeniz Üniversitesi İşletme ABD.
  • Knights, C. (2000). Educating tomorrow’s consumer today. Consumer International Publication, USA.
  • Levy, J. C. (2008). Advertising to women. Journal of Creativity in Mental Health, 2(4), 75-86. https://doi.org/10.1080/15401380802334463
  • Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 45-63). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.1177/002224298905300204
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72.
  • Mittal, B. (1994). Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1), 35-54.
  • Muehling, D. D. (1987). An investigation of factors underlying attitude-toward-advertising-in general. Journal of Advertising, 16(1), 32-40. https://doi.org/10.1080/00913367.1987.10673058
  • Oakley, A. (1972). Sex, gender and society. New York, NY: Ashgate Publishing.
  • Pollay, R. W., & Mittal, B. (1993). Here is the beef: Factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57(3), 99-114. https://doi.org/10.1177/002224299305700308
  • Prakesh, V. (1992). Sex roles and advertising preferences. Journal of Advertising Research, 32(3), 43-52.
  • Putrevu, S. (2001). Exploring the origins and information processing differences between men and women: Implications for advertisers. Academy of Marketing Science Review, 20(1), 1-14.
  • Putrevu, S. (2004). Communicating with the sexes: Males and female responses to print advertisements. Journal of Advertising, 33(3), 51-62. https://doi.org/10.1080/00913367.2004.10639167
  • Ramaprasad, J., & Thurwanger, M. L. (1998). South Asian students attitudes toward and beliefs about advertising: Measuring across cultures. Proceedings of the AEJMC Annual Conference, Baltimore, MD, 53-62.
  • Reis, L. N., & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising's social and economic effects. Journal of Advertising, 11(3), 3-7. https://doi.org/10.1080/00913367.1982.10672807
  • Rubin, A. M. (2002). The uses-and-gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 525–548). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Sandage, C. H., & Leckenby, J. D. (1980). Student attitudes toward advertising: Institution vs. instrument. Journal of Advertising, 9(2), 29-44. https://doi.org/10.1080/00913367.1980.10673318
  • Schlosser, A., & Shavitt, S. (1999). Survey of Internet users’ attitudes toward internet advertising Journal of Interactive Marketing, 13(3), 34-54. https://doi.org/10.1002/(SICI)1520 6653(199922)13:3<34::AID-DIR4>3.0.CO;2-G
  • Speck, P. S., & Elliott, M. T. (1997). The antecedents and consequences of perceived advertising clutter. Journal of Current Issues and Research in Advertising, 19(2), 39-54. https://doi.org/10.1080/10641734.1997.10505056
  • Solomon, M. R. (2015). Consumer behavior: Buying, having and being (11th ed.). Toronto, Canada: Pearson.
  • Spence, J. T. (1984). Masculinity, femininity, and gender-related traits: A conceptual analysis and critique of current research. Progress in Experimental Personality Research, 13, 1-97.
  • Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7-22.
  • Garip, S. (2023). Sosyal bilimlerde nicel araştırma geleneği üzerine kuramsal bir inceleme. Uluslararası Sosyal Alan Araştırmaları Dergisi, 12(1), 25-35.
  • Sürücü, L., & Maslakçı, A. (2020). Validity and reliability in quantitative research. Business and Management Studies: An International Journal, 8(3), 2694-2726. https://doi.org/10.15295/bmij.v8i3.1540
  • Şener, G., & Öztürk, E. (2023). Toplumsal Cinsiyet Eşitliği Karnesi Sonuç Raporu 2023, Reklamverenler Derneği, https://www.rvd.org.tr/haberler/effie-awards-turkiye-esitlik karnesi-2023-raporu-yayimlandi adresinden alınmıştır.
  • Şener, B., Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2017). Bilimsel araştırma yöntemleri. İstanbul: PEGEM Akademi Yayıncılık.
  • UNEP. (2004). European stakeholder meeting on sustainable consumption and production background paper. United Nations Environment Programme, November 25-26, Ostend, Belgium.
  • Wells, W. D., & Prensky, D. (1996). Consumer behavior. Canada: John Wiley & Sons, Inc. Vigorito, A. J., & Curry, T. J. (1998). Marketing masculinity: Gender identity and popular magazines. Sex Roles, 39(1-2), 135-152. https://doi.org/10.1023/A:1018836022551
  • Zanot, E. (1981). Public attitudes towards advertising. In H. Hunt (Ed.), Advertising in a new age: Proceedings of the Annual Conference of the American Academy of Advertising (pp. 142 146). Provo, UT: Brigham Young University.

KADIN HEDEF KİTLE ÜZERİNDE REKLAMA YÖNELİK İNANCIN REKLAMA YÖNELİK GENEL TUTUMA ETKİSİNDE EĞİTİMİN ROLÜ

Year 2024, Volume: 23 Issue: 50, 1903 - 1934, 30.09.2024
https://doi.org/10.46928/iticusbe.1397128

Abstract

Reklam etkisi itibari ile tüketicinin markaya karşı tutum ve davranışlarında önemli bir yere sahiptir. Tüketici kadın/erkek ve bilinçli (eğitimli) olduğunda bireysel tüketimlerinde seçici davranabilmektedir. Dolayısıyla reklam faaliyetinin tüketicilerde cinsiyet, eğitim düzeyi ve inancın genel tutuma etkisinin derinlemesine incelenmesi önem arz etmektedir. Amaç: Bu çalışma kadın hedef kitleye yönelik reklam kampanyalarında eğitimin reklama olan inanç ve genel tutum üzerindeki düzenleyici rolünü incelemekte ve bu bağlamda pazarlamacılara yön gösterici bir kaynak sunmayı amaçlamaktır. Yöntem: Araştırmada kolayda örneklem yöntemi ile kapalı uçlu anket yöntemi kullanılmıştır. Anket 610 kadın katılımcı ile tamamlanmış ve veriler IBM® SPSS 24 ve IBM® AMOS 18 programları ile analiz edilmiştir. Öncelikle tamamlayıcı istatistikler yapılmış, sonrasında sırasıyla keşfedici ve doğrulayıcı faktör analizleri, geçerlik ve güvenilirlik analizleri, dağılım, korelasyon analizi ve son olarak hipotez testleri yapılmıştır. Analizlerin tamamında %95 güven aralığı tercih edilmiştir. Katılımcıların reklama inanç ve reklama yönelik tutum ölçeklerinden aldıkları puanın eğitime göre farklılaşıp farklılaşmadığına yönelik ANOVA testi yapılmıştır. Farklılığın tespit edilmesinden sonra varyansların homojenliği kontrol edilmiştir. Varyansların homojen olduğunun tespitinden sonra Tukey testi yapılmıştır. Bulgular: Eğitim durumlarına göre reklama yönelik inanç ve reklama yönelik tutum ölçeklerinden alınan puanlar arasında anlamlı bir farklılık tespit edilmiş ve eğitim seviyesi yükseldikçe reklama yönelik inancın ve reklama yönelik tutum puanlarının düştüğü tespit edilmiştir. Bu sonucun kadın hedef kitle seçilerek yapılacak reklam kampanyaları strateji ve yaratıcı süreçlerinde ve de bu alanda yapılacak araştırmalara önemli katkılar sağlayacağı düşünülmektedir.

References

  • Aiken, L. R. (1991). Psychological testing and assessment (7th ed.). Boston, MA: Allyn and Bacon.
  • Akyüz, A. (2010). Reklama yönelik tutum: Belirleyici faktör olarak inançlar. Marmara İletişim Dergisi, 17, 51-68.
  • Anderson, R. D., Engledow, J. L., & Becker, H. (1978). Advertising attitudes in West Germany and the U.S.: An analysis over age and time. Journal of International Business Studies, 9(1), 38.
  • Andrews, J. C. (1989). The dimensionality of beliefs toward advertising in general. Journal of Advertising, 18(1), 26-35. https://doi.org/10.1080/00913367.1989.10673140
  • Ajzen, I., & Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological Bulletin, 82(2), 261-277. https://doi.org/10.1037/h0076477
  • Ajzen, I., & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: Reasoned and automatic processes. European Review of Social Psychology, 11(1), 1-33. https://doi.org/10.1080/14792779943000116
  • Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The consumer view (Unpublished graduate dissertation). Harvard University, Boston, MA.
  • Bayazıt, D. Z., & Yıldırım, F. (2020). Reklam çekicilikleri: Marka iletişiminin sihirli anahtarı. Ankara, Turkey: Nobel Bilimsel Eserler.
  • Bayrakdaroğlu, F., & Özbek, Ç. (2018). Kadınların tüketim alışkanlıklarının kuşaklararası boyutu. Sosyal ve Beşeri Bilimler Araştırmaları Dergisi, 17(4), 1-12.
  • Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communication perspective (9th ed.). New York, NY: McGraw-Hill.
  • Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: Consumer vs. mature student attitudes. Journal of Advertising Research, 41(5), 23-32. https://doi.org/10.2501/JAR-41-5-23-32
  • Butler, J. (2009). Toplumsal cinsiyet düzenlemeleri. Cogito: Feminizm, 58, 73-91.
  • Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2017). Bilimsel araştırma yöntemleri. İstanbul: PEGEM Akademi Yayıncılık.
  • Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21-35.
  • Durakbaşa, A., & Cindoğlu, D. (2003). Tezgah üstü karşılaşmalar: Toplumsal cinsiyet ve alışveriş deneyimi. In A. Durvasula, S., Andrews, J. C., Lysonski, S., & Netemeyer, R. G. (1993). Assessing the cross national applicability of consumer behavior models: A model of attitude toward advertising in general. Journal of Consumer Research, 19(4), 626-636. https://doi.org/10.1086/209329
  • Fishbein, M. (1963). An investigation of the relationships between beliefs about an object and the attitude toward that object. Human Relations, 16(3), 233-239. https://doi.org/10.1177/001872676301600302
  • Fishbein, M. (1967). Readings in attitude theory and measurement. New York, NY: Wiley.
  • Haley, R. I., & Baldinger, A. L. (2000). The ARF copy research validity project. Journal of Advertising Research, 40(6), 114-135. https://doi.org/10.2501/JAR-40-6-114-135.
  • Kantarcıoğlu, B. (2023). Hızlı moda giyim alışverişinde satın alma niyetini etkileyen faktörler: Z kuşağı örneği (Doktora tezi). Akdeniz Üniversitesi İşletme ABD.
  • Knights, C. (2000). Educating tomorrow’s consumer today. Consumer International Publication, USA.
  • Levy, J. C. (2008). Advertising to women. Journal of Creativity in Mental Health, 2(4), 75-86. https://doi.org/10.1080/15401380802334463
  • Lutz, R. J. (1985). Affective and cognitive antecedents of attitude toward the ad: A conceptual framework. In L. F. Alwitt & A. A. Mitchell (Eds.), Psychological processes and advertising effects (pp. 45-63). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Mackenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48-65. https://doi.org/10.1177/002224298905300204
  • Mehta, A. (2000). Advertising attitudes and advertising effectiveness. Journal of Advertising Research, 40(3), 67-72.
  • Mittal, B. (1994). Public assessment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1), 35-54.
  • Muehling, D. D. (1987). An investigation of factors underlying attitude-toward-advertising-in general. Journal of Advertising, 16(1), 32-40. https://doi.org/10.1080/00913367.1987.10673058
  • Oakley, A. (1972). Sex, gender and society. New York, NY: Ashgate Publishing.
  • Pollay, R. W., & Mittal, B. (1993). Here is the beef: Factors, determinants, and segments in consumer criticism of advertising. Journal of Marketing, 57(3), 99-114. https://doi.org/10.1177/002224299305700308
  • Prakesh, V. (1992). Sex roles and advertising preferences. Journal of Advertising Research, 32(3), 43-52.
  • Putrevu, S. (2001). Exploring the origins and information processing differences between men and women: Implications for advertisers. Academy of Marketing Science Review, 20(1), 1-14.
  • Putrevu, S. (2004). Communicating with the sexes: Males and female responses to print advertisements. Journal of Advertising, 33(3), 51-62. https://doi.org/10.1080/00913367.2004.10639167
  • Ramaprasad, J., & Thurwanger, M. L. (1998). South Asian students attitudes toward and beliefs about advertising: Measuring across cultures. Proceedings of the AEJMC Annual Conference, Baltimore, MD, 53-62.
  • Reis, L. N., & Soley, L. C. (1982). Generalized and personalized attitudes toward advertising's social and economic effects. Journal of Advertising, 11(3), 3-7. https://doi.org/10.1080/00913367.1982.10672807
  • Rubin, A. M. (2002). The uses-and-gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 525–548). Hillsdale, NJ: Lawrence Erlbaum Associates.
  • Sandage, C. H., & Leckenby, J. D. (1980). Student attitudes toward advertising: Institution vs. instrument. Journal of Advertising, 9(2), 29-44. https://doi.org/10.1080/00913367.1980.10673318
  • Schlosser, A., & Shavitt, S. (1999). Survey of Internet users’ attitudes toward internet advertising Journal of Interactive Marketing, 13(3), 34-54. https://doi.org/10.1002/(SICI)1520 6653(199922)13:3<34::AID-DIR4>3.0.CO;2-G
  • Speck, P. S., & Elliott, M. T. (1997). The antecedents and consequences of perceived advertising clutter. Journal of Current Issues and Research in Advertising, 19(2), 39-54. https://doi.org/10.1080/10641734.1997.10505056
  • Solomon, M. R. (2015). Consumer behavior: Buying, having and being (11th ed.). Toronto, Canada: Pearson.
  • Spence, J. T. (1984). Masculinity, femininity, and gender-related traits: A conceptual analysis and critique of current research. Progress in Experimental Personality Research, 13, 1-97.
  • Shavitt, S., Lowrey, P., & Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7-22.
  • Garip, S. (2023). Sosyal bilimlerde nicel araştırma geleneği üzerine kuramsal bir inceleme. Uluslararası Sosyal Alan Araştırmaları Dergisi, 12(1), 25-35.
  • Sürücü, L., & Maslakçı, A. (2020). Validity and reliability in quantitative research. Business and Management Studies: An International Journal, 8(3), 2694-2726. https://doi.org/10.15295/bmij.v8i3.1540
  • Şener, G., & Öztürk, E. (2023). Toplumsal Cinsiyet Eşitliği Karnesi Sonuç Raporu 2023, Reklamverenler Derneği, https://www.rvd.org.tr/haberler/effie-awards-turkiye-esitlik karnesi-2023-raporu-yayimlandi adresinden alınmıştır.
  • Şener, B., Çakmak, E., Akgün, Ö., Karadeniz, Ş., & Demirel, F. (2017). Bilimsel araştırma yöntemleri. İstanbul: PEGEM Akademi Yayıncılık.
  • UNEP. (2004). European stakeholder meeting on sustainable consumption and production background paper. United Nations Environment Programme, November 25-26, Ostend, Belgium.
  • Wells, W. D., & Prensky, D. (1996). Consumer behavior. Canada: John Wiley & Sons, Inc. Vigorito, A. J., & Curry, T. J. (1998). Marketing masculinity: Gender identity and popular magazines. Sex Roles, 39(1-2), 135-152. https://doi.org/10.1023/A:1018836022551
  • Zanot, E. (1981). Public attitudes towards advertising. In H. Hunt (Ed.), Advertising in a new age: Proceedings of the Annual Conference of the American Academy of Advertising (pp. 142 146). Provo, UT: Brigham Young University.
There are 47 citations in total.

Details

Primary Language Turkish
Subjects Advertisement
Journal Section Research Article
Authors

Omur Erdem Celik 0009-0000-3091-4549

Didem Zeynep Bayazıt 0000-0003-3884-7349

Early Pub Date September 30, 2024
Publication Date September 30, 2024
Submission Date November 28, 2023
Acceptance Date September 20, 2024
Published in Issue Year 2024 Volume: 23 Issue: 50

Cite

APA Erdem Celik, O., & Bayazıt, D. Z. (2024). KADIN HEDEF KİTLE ÜZERİNDE REKLAMA YÖNELİK İNANCIN REKLAMA YÖNELİK GENEL TUTUMA ETKİSİNDE EĞİTİMİN ROLÜ. İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi, 23(50), 1903-1934. https://doi.org/10.46928/iticusbe.1397128