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İkna Bilgi Modeli Bağlamında Üstbilişin Reklamdan Kaçınma Üzerindeki Etkisi

Year 2022, Volume 15, Issue 1, 422 - 449, 15.04.2022
https://doi.org/10.18094/josc.1018083

Abstract

İkna Bilgi Modeli’ne göre reklam gibi ikna edici araçlara yönelik, tüketiciler zamanla bilgi toplamaktadır. Tüketici tarafından toplanan bu bilgiler tüketicinin ikna edici mesajlara yönelik olan düşüncelerinin yanı sıra, tüketicinin zihninde kendi ikna edilme durumları hakkındaki düşünceleri de kapsamaktadır. Kişinin ikna girişimlerinin yanı sıra kendi ikna durumları hakkındaki düşüncelerini ifade eden ikna bilgisi kavramı, literatürde üstbiliş olarak adlandırılmaktadır. İkna bilgisinin, üstbilişsel olarak kullanımının sonucunda kişiler ikna edici araçlara yakınlaştıkları gibi bu araçlardan kaçınma eğiliminde de bulunabilmektedir. Bu çalışmanın problemi kişilerin ikna bilgisi kullanımları doğrultusunda üstbilişin internet reklamlarından kaçınmaları üzerindeki düzenleme etkisini bulmaktır. Çalışmanın amacı, üstbiliş fonksiyonlarından biri olan üstbilişsel düzenlemenin, ikna bilgi modeli doğrultusunda internet reklamlarından kaçınma üzerindeki etkisini incelemektir. Bu doğrultuda üstbilişsel düzenleme faktörleri olarak düzenleme odaklılığı, hedef uyumluluğu, ikna bilgisi özyeterliği değişkenleri ele alınmış ve ikna bilgisi erişilebilirliği ile birlikte incelenmiştir. Çalışmanın amacı doğrultusunda iki farklı tam faktöriyel gruplararası deney yapılmış ve bu deneyler 18-45 yaş arasında Bahçeşehir Üniversitesi’nde 2021 yılında eğitimlerine devam etmekte olan lisans ve lisansüstü öğrenciler üzerinde gerçekleştirilmiştir. Yapılan deneylerden elde edilen verileri test etmek için İki Yönlü ANCOVA analizi kullanılmıştır. Deneyler sonucunda düzenleme odaklılığı, ikna bilgisi erişilebilirliği, hedef uyumluluğu bağımsız değişkenlerinin, kişilerin ikna bilgisi öz-yeterlikleri doğrultusunda internet reklamlarından kaçınma üzerinde ana faktör etkilerinin bulunmadığı; ancak düzenleme odaklılığı ile ikna bilgi erişilebilirliği, düzenleme odaklılığı ile hedef uyumluluğu değişkenlerinin internet reklamlarından kaçınma üzerinde etkileşim etkilerinin olduğu sonucuna ulaşılmıştır.

References

  • Chang, C. (2017). A Metacognitive Model of the Effects of Susceptibility to Persuasion Self-Beliefs on Advertising. Journal of Advertising, 46/2: 487-502.
  • Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Englewood Cliffs, NJ: Prentice-Hall.
  • Bearden, William O., David M. Hardesty, and Randall L. Rose (2001). Consumer Self-Confidence: Refinements in Conceptualization and Measurement. Journal of Consumer Research, 28 (1), 121-33.
  • Campbell, M. C. ve Kirmani, A. (2000). Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27 (1), 69-83.
  • Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet. Journal of Advertising, 33 (4), 89-97.
  • Devellis, R. (2012). Scale Development Theory and Applications. New York: Sage Publication.
  • Dönmez, A. (1992). Bilişsel Sosyal Şemalar. Araştırma Ankara Üniversitesi Dil ve Tarih-Coğrafya Fakültesi Felsefe Bölümü Dergisi, 14, 131- 146.
  • Flavell, J. H. (1979). Metacognition and Cognitive Monitoring: A New Area of Cogntive Development Inquiry. American Psychologist, 34 (10), 906-911.
  • Friestad, M., Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21 (1), 1-31.
  • Deighton, J., Grayson, K. (1995). Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus. Journal of Consumer Research, 21 (4), 660-76.
  • Hançer, M. (2003). Ölçeklerin Yazım Dilinden Başka Bir Dile Çevirileri ve Kullanılan Değişik Yaklaşımlar. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6 (10), 47-59.
  • Higgins, E. T., Shah, J., Friedman, R. (1997). Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator. Journal of Personality and Social Psychology, 72 (3), 515-525.
  • Higgins, E. T. (2002). How Self Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making. Journal of Consumer Psychology, 12(3), 177-191.
  • Jost, J. T., Kruglanski, W., Nelson, T. O. (1998). Social Metacognition: An Expansions Review. Personality and Social Psychology Review, 2(2), 137-154.
  • Metcalfe, J. Shimamura, A. P. (1994). Meta-cognition: Knowing About Knowing. Londra: Cambridge Yayınları.
  • Nelson, T. O. (1990). Metamemory: A Theoretical Framework and New Findings. Psychology of Learning and Motivation, 26 (1), 125-173.
  • Rucker, D., D., Tormala, Z. L. (2012). Metacognitive Theory in Consumer Research. Social Metacognition, New York: Taylor and Francis, 303-323.
  • Schwarz, N. (2004). Metacognitive Experiences in Consumer Judgement and Decision Making. Journal of Consumer Psychology, 14(4), 332- 348.
  • Wright, P. (2002). Marketplace Metacognition and Social Intelligence. Journal of Consumer Research, 28(4), 677-682.
  • Wright, P. M. (1994). Human Resources and Sustained Competitive Advantage: A Resource-Based Perspective. International journal of human resource management, 5(2), 301-326.
  • Xie, G. (2009). Metacognitive Regulation In The Use of Persuasion Knowledge: Consumer Suspicion, Perception, and Coping Behavior With Interpersonal Marketing Persuasion. Oregon Üniversitesi.
  • Yener, D. (2020). Tüketici Özgüveni ve Harcama Özdenetimi İlişkisinde Hiperopinin Rolü. Business and Management Studies: An International Studies, 8 (5).
  • Zechmeister, E. B., Nyberg, S. E. (1982). Human Memory: An Introduction to Research and Theory. Pacific Cole: Brooks/ Cole Publishing.

The Effects of Metacognition On Advertising Avoidance In The Use of Persuasion Knowledge Model

Year 2022, Volume 15, Issue 1, 422 - 449, 15.04.2022
https://doi.org/10.18094/josc.1018083

Abstract

According to the Persuasion Knowledge Model, consumers gather information over time for persuasive tools such as advertising. This information collected by the consumer includes not only the consumers' thoughts on persuasive messages, but also thoughts about their own persuasion situation. This situation expressed as metacognition. As a result of the metacognitive usage of persuasion knowledge, people tend to avoid advertising. This study’s problem is to find the regulation effect of metacognition on people's avoidance of internet advertising in the use of persuasion knowledge. The purpose of the study is to examine the effect of metacognitive regulation, which is one of the metacognitive functions, on the avoidance of internet advertisements in line with the persuasion information model. In this direction, the variables of regulatory focus, goal relevance, and persuasion knowledge self-efficacy were discussed as metacognitive regulation factors and examined together with the persuasion knowledge accessibility. With this aim two experiments were carried out on undergraduate and graduate students between the ages of 18-45 who were continuing their education at Bahçeşehir University in 2021. Two-way ANCOVA analysis was used to test the data obtained from the experiments. As a result of the experiments, it was found that the independent variables of regulation focus, persuasion information accessibility, goal relevance did not have the main factor effects on people's avoidance of internet advertisements in line with their persuasion knowledge self-efficacy; however, it was found that the variables of persuasion information accessibility, regulation focus and goal relevance have interaction effects on avoidance of internet advertisements.

References

  • Chang, C. (2017). A Metacognitive Model of the Effects of Susceptibility to Persuasion Self-Beliefs on Advertising. Journal of Advertising, 46/2: 487-502.
  • Bandura, A. (1986). Social Foundations of Thought and Action: A Social Cognitive Theory. Englewood Cliffs, NJ: Prentice-Hall.
  • Bearden, William O., David M. Hardesty, and Randall L. Rose (2001). Consumer Self-Confidence: Refinements in Conceptualization and Measurement. Journal of Consumer Research, 28 (1), 121-33.
  • Campbell, M. C. ve Kirmani, A. (2000). Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent. Journal of Consumer Research, 27 (1), 69-83.
  • Cho, C. H. (2004). Why Do People Avoid Advertising on the Internet. Journal of Advertising, 33 (4), 89-97.
  • Devellis, R. (2012). Scale Development Theory and Applications. New York: Sage Publication.
  • Dönmez, A. (1992). Bilişsel Sosyal Şemalar. Araştırma Ankara Üniversitesi Dil ve Tarih-Coğrafya Fakültesi Felsefe Bölümü Dergisi, 14, 131- 146.
  • Flavell, J. H. (1979). Metacognition and Cognitive Monitoring: A New Area of Cogntive Development Inquiry. American Psychologist, 34 (10), 906-911.
  • Friestad, M., Wright, P. (1994). The Persuasion Knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21 (1), 1-31.
  • Deighton, J., Grayson, K. (1995). Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus. Journal of Consumer Research, 21 (4), 660-76.
  • Hançer, M. (2003). Ölçeklerin Yazım Dilinden Başka Bir Dile Çevirileri ve Kullanılan Değişik Yaklaşımlar. Balıkesir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6 (10), 47-59.
  • Higgins, E. T., Shah, J., Friedman, R. (1997). Emotional Responses to Goal Attainment: Strength of Regulatory Focus as Moderator. Journal of Personality and Social Psychology, 72 (3), 515-525.
  • Higgins, E. T. (2002). How Self Regulation Creates Distinct Values: The Case of Promotion and Prevention Decision Making. Journal of Consumer Psychology, 12(3), 177-191.
  • Jost, J. T., Kruglanski, W., Nelson, T. O. (1998). Social Metacognition: An Expansions Review. Personality and Social Psychology Review, 2(2), 137-154.
  • Metcalfe, J. Shimamura, A. P. (1994). Meta-cognition: Knowing About Knowing. Londra: Cambridge Yayınları.
  • Nelson, T. O. (1990). Metamemory: A Theoretical Framework and New Findings. Psychology of Learning and Motivation, 26 (1), 125-173.
  • Rucker, D., D., Tormala, Z. L. (2012). Metacognitive Theory in Consumer Research. Social Metacognition, New York: Taylor and Francis, 303-323.
  • Schwarz, N. (2004). Metacognitive Experiences in Consumer Judgement and Decision Making. Journal of Consumer Psychology, 14(4), 332- 348.
  • Wright, P. (2002). Marketplace Metacognition and Social Intelligence. Journal of Consumer Research, 28(4), 677-682.
  • Wright, P. M. (1994). Human Resources and Sustained Competitive Advantage: A Resource-Based Perspective. International journal of human resource management, 5(2), 301-326.
  • Xie, G. (2009). Metacognitive Regulation In The Use of Persuasion Knowledge: Consumer Suspicion, Perception, and Coping Behavior With Interpersonal Marketing Persuasion. Oregon Üniversitesi.
  • Yener, D. (2020). Tüketici Özgüveni ve Harcama Özdenetimi İlişkisinde Hiperopinin Rolü. Business and Management Studies: An International Studies, 8 (5).
  • Zechmeister, E. B., Nyberg, S. E. (1982). Human Memory: An Introduction to Research and Theory. Pacific Cole: Brooks/ Cole Publishing.

Details

Primary Language Turkish
Subjects Social Sciences, Interdisciplinary, Communication
Journal Section Research Articles
Authors

Öykü TÜRKELİ (Primary Author)
Bahçeşehir Üniversitesi
0000-0002-4674-4676
Türkiye


Nurhan Zeynep TOSUN
Fenerbahçe Üniversitesi
0000-0003-0234-9647
Türkiye

Publication Date April 15, 2022
Application Date November 2, 2021
Acceptance Date December 14, 2021
Published in Issue Year 2022, Volume 15, Issue 1

Cite

APA Türkeli, Ö. & Tosun, N. Z. (2022). İkna Bilgi Modeli Bağlamında Üstbilişin Reklamdan Kaçınma Üzerindeki Etkisi . Selçuk İletişim , 15 (1) , 422-449 . DOI: 10.18094/josc.1018083