Research Article
BibTex RIS Cite

РЕКЛАМНЫЙ СКЕПТИЦИЗМ ЗАВИСИМИЙ ОТ РЫНКА И ФОРМИРОВАНИЯ ПОВЕДЕНИЙ: РЕКОМЕНДАЦИИ АКТИВНЫМ ПОТРЕБИТЕЛЯМ

Year 2020, Issue: 45, 173 - 188, 03.03.2020
https://doi.org/10.17498/kdeniz.661551

Abstract

Подозрение к рекламе является общей
тенденцией,
где не  доверяется  к элементам
коммуникации
 и это называется т.н. рыночным убеждением (marketplace belief). Сегодня некоторые потребители
могут продемонстрировать поведение, которое формирует рынок, организовав
протест или бойкот в результате их растущей неуверенности в отношении
определенных предприятий или всей торговли.
В то
время к
огда диспозиционное скептики подозревают общую тенденцию предприятий, ситуативные скептики подозревают
цели конкретного бизнеса.
Считается, что подобная тенденция будет действительна и
для рекламы.
Соответственно, целью этого исследования
является анализ существенной разницы в тенденциях подозрительности к рекламе в
зависимости от того, демонстрируют ли молодые потребители поведение,
формирующее рынок и существуют ли различия
между тенденциями. Соответственно, было предложено ответить на
вопросник, подготовленный
для цельевой группы
потребителей
из 1157 человек с помощью простого и
целенаправленного метода
отбора. В
зависимости от того, сформирова
н ли какой то образец рынка
или нет, активисты были разделены на три группы:
активные, умеренные и посивные. В
результате одностороннего дисперсионного анализа была обнаружена значительная
разница между актив
ными и посивными. После чего
был провед
ён фактический анализ анкеты по
рекламной шкале.
Согласно анализу, шкала для активистов состоит всего из 6
выражений.

Кроме того, в номинальном тесте “анкеты
рекламной шкалы для активистов”,
в соответствии с специальной литературой, установлено, что тенденция сомневаться в рекламе,
положительно влияет на имидж корпоративно-социальную и экологическую
ответственность.
Поэтому рекомендуется, что дальнейшие исследования, проводимые с целью
анализа подозрений по поводу рекламы или различных подходов к нему, оценивались
в соответствии с т.н.
рыночным убеждением или пониманием требований
потребителей.

References

  • Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları: Sık kullanılan istatiksel analizler ve açıklamalı SPSS çözümleri. İdeal Kültür Yayıncılık.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık.
  • Alwitt, L.F. ve Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. Journal of Advertising Research, 32(5), 30–42.
  • Arens, W.F., Weigold, M. ve Arens, C. (2007). Contemporary advertising (11th ed.). New York: McGraw-Hill/Irwin.
  • Bagozzi, R. P. (1986). Principles of marketing management. Science Research Associates.
  • Boush, D.M., Friestad, M., ve Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165-175.
  • Boush, D.M., Frıestad, M., ve Wright, P., 2009. Deception in the Marketplace. New York: Routledge, Taylor & Francis Group
  • Calfee, J.E., ve Ringold, D. J. (1988). Consumer skepticism and advertising regulation: what do the polls show?. ACR North American Advances.
  • Choi, S.H. (2011). Anti-consumption becomes a trend. SERI Quarterly, 4(3), 117.
  • Darke, P.R. ve Ritchie, R.J.B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114–127.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2013). Sosyal Bilimlerde SPSS’le Veri Analizi. (5.Baskı). İstanbul: Beta Yayınları.
  • Dyer, G., 2009. Advertising as communication. New York: Routledge, Taylor & Francis Group
  • Elving, W.J. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
  • Ergeç, E.N., (2009). Reklama Şüpheci Yaklaşımın İncelenmesi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi. 18 (2), 172-193.
  • Forehand, M.R ve Grier, S. (2000). Paying attention to intention: Inoculating the firm against consumer skepticism. Graduate School of Business, Stanford University.
  • Forehand, M.R. ve Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
  • Fornell, C., ve Larcker, D.F. (1981), Evaluating Structural Equation Models With Unobservable Variables And Measurement Error, Journal of Marketing Research, 18 (1), s.39-50.
  • Foscht, T., Schloffer, J., Maloles III, C., ve Chia, S. L. (2009). Assessing the outcomes of Generation-Y customers' loyalty. International Journal of Bank Marketing, 27(3), 218-241.
  • Goi, M. T., Kalidas, V. ve Zeeshan, M. (2014). Comparison of stimulus-organism-response framework between international and local retailer. Procedia-Social and Behavioral Sciences, 130, 461-468.
  • Haan, M. A., ve Moraga‐González, J. L. (2011). Advertising for attention in a consumer search model. The Economic Journal, 121(552), 552-579.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (1998). Multivariate Data Analysis. Fifth Edition. New Jersey: Prentice-Hall, International, Upper Saddle River.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hair, J.F., Tomas, G., Hult, M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM). Los Angeles: Sage.
  • Helm, A.E. (2006). Cynical consumers: dangerous enemies, loyal friends. (Doktora tezi, University of Missouri, Columbia).
  • Huh, J., DeLorme, D. E. ve Reid, L. N. (2012). Scepticism towards DTC advertising: A comparative study of Korean and Caucasian Americans. International Journal of Advertising, 31(1), 147-168.
  • Kim, Y. J. ve Lee, W.N. (2009). Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity. Journal of Promotion Management, 15(4), 465-483.
  • Mangleburg, T. F. ve Bristol, T. (1998). Socialization and Adolescents’ Skepticism toward Advertising. Journal of Advertising. 27(3), 11-21.
  • Mehrabian, A., ve Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mikołajczak-Degrauwe, K., ve Brengman, M. (2013). The influence of advertising on compulsive buying—the role of persuasion knowledge. Journal of Behavioral Addictions, 3(1), 65-73.
  • Mittal, B. (1994). Public assesment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1), 35–53.
  • Neuner, M., Raab, G. ve Reisch, L. A. (2005). Compulsive buying in maturing consumer societies: An empirical re-inquiry. Journal of Economic Psychology, 26(4), 509–522.
  • Obermiller, C. (1998). Development of a Scale to Measure Consumer Skepticism toward Advertising. Journal of Consumer Psychology, 7(2), 159-186.
  • Obermiller, C. ve Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology. 7(2), 159-186.
  • Obermiller, C., ve Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11(4), 311-322.
  • Pew Research Center (2007). Changing faiths: Latinos and the transformation of American religion. Washington, DC: Pew Research Center.
  • Rahn, W.M. ve Transue, J. (1998). Social trust and value change: The decline of social capital in American youth, 1976–1995. Political Psychology, 19, 545–565.
  • Ritchie, R. J. B. ve Darke, P.R., (2000). In the Shadow of Doubt:AdvertiserDeception and the Defensive Consumer. Poster Session Presented at the Association for Consumer Research Conference, Salt Lake City, UT.
  • Shavitt, S., Lowrey, P. ve Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22.
  • Spies, K., Hesse, F., ve Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.
  • Şahin, Ş., Yönet, Ö., ve Suher, H. K. (2016). Reklama Yönelik Şüphecilik: Anne-Baba Ve Çocukları Arasındaki Farklar Üzerine Bir İnceleme. Ekurgu, 24(2), 55-73.
  • Turan, S. B. (2018). Yapısal Güçlendirme: Bir Ölçek Geliştirme Çalışması. Journal of Yaşar University, 13(49), 101-111.
  • Turley, L.W., ve Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of experimental evidence. Journal of Business Research, 49, 193-211.
  • Vieira, V.A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426.
  • Walsh, G., ve Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of The Academy of Marketing Science, 35(1), 127-143.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Yoo, C., Park, J., ve MacInnis, D.J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263.

PAZARI ŞEKİLLENDİREN DAVRANIŞLARA GÖRE REKLAMA YÖNELİK ŞÜPHE: AKTİVİST TÜKETİCİLERE YÖNELİK ÖLÇEK UYARLAMA

Year 2020, Issue: 45, 173 - 188, 03.03.2020
https://doi.org/10.17498/kdeniz.661551

Abstract

Bu araştırmanın amacı, genç tüketicilerin pazarı şekillendiren davranışlar gösterip göstermemesine göre reklama yönelik şüphe eğilimlerinde anlamlı bir farklılığın olup olmadığının, varsa farklılıkların analiz edilmesidir. Buna göre 1157 kişilik bir tüketici grubuna kolayda ve amaçlı örnekleme yöntemi ile ulaşılarak hazırlanan anketin cevaplandırılması istenmiştir. Örneklem pazarı şekillendiren davranış gösterip göstermeme durumuna göre aktivistler, ılımlılar ve hareketsizler olarak üç gruba ayrılmıştır. Yapılan tek yönlü varyans analizi sonucunda, aktivistler ile hareketsizler arasında anlamlı farklılık tespit edilmiş ve bunun üzerine aktivistler için Reklama Yönelik Şüphe Ölçeği’nin doğrulayıcı faktör analizi gerçekleştirilmiştir. Analize göre, aktivistler için ölçek sadece 6 ifadeden oluşmaktadır. Ayrıca, “Aktivistler için Reklama Yönelik Şüphe Ölçeği”nin nomolojik geçerlilik testinde ise, literatüre uygun olarak, reklama yönelik şüphe eğiliminin kurumsal sosyal ve çevresel sorumluluk imajını pozitif yönlü etkilediği tespit edilmiştir.

References

  • Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları: Sık kullanılan istatiksel analizler ve açıklamalı SPSS çözümleri. İdeal Kültür Yayıncılık.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık.
  • Alwitt, L.F. ve Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. Journal of Advertising Research, 32(5), 30–42.
  • Arens, W.F., Weigold, M. ve Arens, C. (2007). Contemporary advertising (11th ed.). New York: McGraw-Hill/Irwin.
  • Bagozzi, R. P. (1986). Principles of marketing management. Science Research Associates.
  • Boush, D.M., Friestad, M., ve Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165-175.
  • Boush, D.M., Frıestad, M., ve Wright, P., 2009. Deception in the Marketplace. New York: Routledge, Taylor & Francis Group
  • Calfee, J.E., ve Ringold, D. J. (1988). Consumer skepticism and advertising regulation: what do the polls show?. ACR North American Advances.
  • Choi, S.H. (2011). Anti-consumption becomes a trend. SERI Quarterly, 4(3), 117.
  • Darke, P.R. ve Ritchie, R.J.B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114–127.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2013). Sosyal Bilimlerde SPSS’le Veri Analizi. (5.Baskı). İstanbul: Beta Yayınları.
  • Dyer, G., 2009. Advertising as communication. New York: Routledge, Taylor & Francis Group
  • Elving, W.J. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
  • Ergeç, E.N., (2009). Reklama Şüpheci Yaklaşımın İncelenmesi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi. 18 (2), 172-193.
  • Forehand, M.R ve Grier, S. (2000). Paying attention to intention: Inoculating the firm against consumer skepticism. Graduate School of Business, Stanford University.
  • Forehand, M.R. ve Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
  • Fornell, C., ve Larcker, D.F. (1981), Evaluating Structural Equation Models With Unobservable Variables And Measurement Error, Journal of Marketing Research, 18 (1), s.39-50.
  • Foscht, T., Schloffer, J., Maloles III, C., ve Chia, S. L. (2009). Assessing the outcomes of Generation-Y customers' loyalty. International Journal of Bank Marketing, 27(3), 218-241.
  • Goi, M. T., Kalidas, V. ve Zeeshan, M. (2014). Comparison of stimulus-organism-response framework between international and local retailer. Procedia-Social and Behavioral Sciences, 130, 461-468.
  • Haan, M. A., ve Moraga‐González, J. L. (2011). Advertising for attention in a consumer search model. The Economic Journal, 121(552), 552-579.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (1998). Multivariate Data Analysis. Fifth Edition. New Jersey: Prentice-Hall, International, Upper Saddle River.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hair, J.F., Tomas, G., Hult, M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM). Los Angeles: Sage.
  • Helm, A.E. (2006). Cynical consumers: dangerous enemies, loyal friends. (Doktora tezi, University of Missouri, Columbia).
  • Huh, J., DeLorme, D. E. ve Reid, L. N. (2012). Scepticism towards DTC advertising: A comparative study of Korean and Caucasian Americans. International Journal of Advertising, 31(1), 147-168.
  • Kim, Y. J. ve Lee, W.N. (2009). Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity. Journal of Promotion Management, 15(4), 465-483.
  • Mangleburg, T. F. ve Bristol, T. (1998). Socialization and Adolescents’ Skepticism toward Advertising. Journal of Advertising. 27(3), 11-21.
  • Mehrabian, A., ve Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mikołajczak-Degrauwe, K., ve Brengman, M. (2013). The influence of advertising on compulsive buying—the role of persuasion knowledge. Journal of Behavioral Addictions, 3(1), 65-73.
  • Mittal, B. (1994). Public assesment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1), 35–53.
  • Neuner, M., Raab, G. ve Reisch, L. A. (2005). Compulsive buying in maturing consumer societies: An empirical re-inquiry. Journal of Economic Psychology, 26(4), 509–522.
  • Obermiller, C. (1998). Development of a Scale to Measure Consumer Skepticism toward Advertising. Journal of Consumer Psychology, 7(2), 159-186.
  • Obermiller, C. ve Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology. 7(2), 159-186.
  • Obermiller, C., ve Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11(4), 311-322.
  • Pew Research Center (2007). Changing faiths: Latinos and the transformation of American religion. Washington, DC: Pew Research Center.
  • Rahn, W.M. ve Transue, J. (1998). Social trust and value change: The decline of social capital in American youth, 1976–1995. Political Psychology, 19, 545–565.
  • Ritchie, R. J. B. ve Darke, P.R., (2000). In the Shadow of Doubt:AdvertiserDeception and the Defensive Consumer. Poster Session Presented at the Association for Consumer Research Conference, Salt Lake City, UT.
  • Shavitt, S., Lowrey, P. ve Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22.
  • Spies, K., Hesse, F., ve Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.
  • Şahin, Ş., Yönet, Ö., ve Suher, H. K. (2016). Reklama Yönelik Şüphecilik: Anne-Baba Ve Çocukları Arasındaki Farklar Üzerine Bir İnceleme. Ekurgu, 24(2), 55-73.
  • Turan, S. B. (2018). Yapısal Güçlendirme: Bir Ölçek Geliştirme Çalışması. Journal of Yaşar University, 13(49), 101-111.
  • Turley, L.W., ve Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of experimental evidence. Journal of Business Research, 49, 193-211.
  • Vieira, V.A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426.
  • Walsh, G., ve Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of The Academy of Marketing Science, 35(1), 127-143.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Yoo, C., Park, J., ve MacInnis, D.J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263.

AD SKEPTICISM DEPENDING ON MARKETPLACE SHAPING BEHAVIOURS: SCALE ADAPTATION FOR ACTIVIST CONSUMERS

Year 2020, Issue: 45, 173 - 188, 03.03.2020
https://doi.org/10.17498/kdeniz.661551

Abstract

The purpose of this study is to analyze the differences of consumers’ ad skepticism tendencies depending on whether they show marketplace shaping behaviors. According to that, 1157 consumers were reached by purposive and convenient sampling methods and they were asked to complete questionnaire. The sample was divided into three groups as activists, moderates, and sleepers depending on whether they show marketplace shaping behaviors. The results of Anova test revealed that there is meaningful difference between activists and sleepers. Therefore, confirmatory factor analysis was conducted to the activists for the adaptation of Ad Skepticism Scale. According to the analyze, the new scale for activists consist of six items. Moreover, the findings related to nomological validity test of “Ad Skepticism Scale for Activists” showed that activists’ ad skepticism positively effects the corporate social and environmental responsibility image, as the literature assumes.

References

  • Akbulut, Y. (2010). Sosyal bilimlerde SPSS uygulamaları: Sık kullanılan istatiksel analizler ve açıklamalı SPSS çözümleri. İdeal Kültür Yayıncılık.
  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S. ve Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri. (7.Baskı). Adapazarı: Sakarya Yayıncılık.
  • Alwitt, L.F. ve Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. Journal of Advertising Research, 32(5), 30–42.
  • Arens, W.F., Weigold, M. ve Arens, C. (2007). Contemporary advertising (11th ed.). New York: McGraw-Hill/Irwin.
  • Bagozzi, R. P. (1986). Principles of marketing management. Science Research Associates.
  • Boush, D.M., Friestad, M., ve Rose, G. M. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21(1), 165-175.
  • Boush, D.M., Frıestad, M., ve Wright, P., 2009. Deception in the Marketplace. New York: Routledge, Taylor & Francis Group
  • Calfee, J.E., ve Ringold, D. J. (1988). Consumer skepticism and advertising regulation: what do the polls show?. ACR North American Advances.
  • Choi, S.H. (2011). Anti-consumption becomes a trend. SERI Quarterly, 4(3), 117.
  • Darke, P.R. ve Ritchie, R.J.B. (2007). The defensive consumer: Advertising deception, defensive processing, and distrust. Journal of Marketing Research, 44(1), 114–127.
  • Durmuş, B., Yurtkoru, E.S. ve Çinko, M. (2013). Sosyal Bilimlerde SPSS’le Veri Analizi. (5.Baskı). İstanbul: Beta Yayınları.
  • Dyer, G., 2009. Advertising as communication. New York: Routledge, Taylor & Francis Group
  • Elving, W.J. (2013). Scepticism and corporate social responsibility communications: the influence of fit and reputation. Journal of Marketing Communications, 19(4), 277-292.
  • Ergeç, E.N., (2009). Reklama Şüpheci Yaklaşımın İncelenmesi. Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi. 18 (2), 172-193.
  • Forehand, M.R ve Grier, S. (2000). Paying attention to intention: Inoculating the firm against consumer skepticism. Graduate School of Business, Stanford University.
  • Forehand, M.R. ve Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
  • Fornell, C., ve Larcker, D.F. (1981), Evaluating Structural Equation Models With Unobservable Variables And Measurement Error, Journal of Marketing Research, 18 (1), s.39-50.
  • Foscht, T., Schloffer, J., Maloles III, C., ve Chia, S. L. (2009). Assessing the outcomes of Generation-Y customers' loyalty. International Journal of Bank Marketing, 27(3), 218-241.
  • Goi, M. T., Kalidas, V. ve Zeeshan, M. (2014). Comparison of stimulus-organism-response framework between international and local retailer. Procedia-Social and Behavioral Sciences, 130, 461-468.
  • Haan, M. A., ve Moraga‐González, J. L. (2011). Advertising for attention in a consumer search model. The Economic Journal, 121(552), 552-579.
  • Hair, J.F., Black, W.C., Babin, B.J. ve Anderson, R.E. (1998). Multivariate Data Analysis. Fifth Edition. New Jersey: Prentice-Hall, International, Upper Saddle River.
  • Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006). Multivariate Data Analysis. Upper Saddle River, NJ: Pearson Prentice Hall.
  • Hair, J.F., Tomas, G., Hult, M., Ringle, C.M. ve Sarstedt, M. (2014). A Primer on Partial Least Square Structural Equations Modeling (PLS-SEM). Los Angeles: Sage.
  • Helm, A.E. (2006). Cynical consumers: dangerous enemies, loyal friends. (Doktora tezi, University of Missouri, Columbia).
  • Huh, J., DeLorme, D. E. ve Reid, L. N. (2012). Scepticism towards DTC advertising: A comparative study of Korean and Caucasian Americans. International Journal of Advertising, 31(1), 147-168.
  • Kim, Y. J. ve Lee, W.N. (2009). Overcoming consumer skepticism in cause-related marketing: The effects of corporate social responsibility and donation size claim objectivity. Journal of Promotion Management, 15(4), 465-483.
  • Mangleburg, T. F. ve Bristol, T. (1998). Socialization and Adolescents’ Skepticism toward Advertising. Journal of Advertising. 27(3), 11-21.
  • Mehrabian, A., ve Russell, J. A. (1974). An approach to environmental psychology. the MIT Press.
  • Meydan, C.H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
  • Mikołajczak-Degrauwe, K., ve Brengman, M. (2013). The influence of advertising on compulsive buying—the role of persuasion knowledge. Journal of Behavioral Addictions, 3(1), 65-73.
  • Mittal, B. (1994). Public assesment of TV advertising: Faint praise and harsh criticism. Journal of Advertising Research, 34(1), 35–53.
  • Neuner, M., Raab, G. ve Reisch, L. A. (2005). Compulsive buying in maturing consumer societies: An empirical re-inquiry. Journal of Economic Psychology, 26(4), 509–522.
  • Obermiller, C. (1998). Development of a Scale to Measure Consumer Skepticism toward Advertising. Journal of Consumer Psychology, 7(2), 159-186.
  • Obermiller, C. ve Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology. 7(2), 159-186.
  • Obermiller, C., ve Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11(4), 311-322.
  • Pew Research Center (2007). Changing faiths: Latinos and the transformation of American religion. Washington, DC: Pew Research Center.
  • Rahn, W.M. ve Transue, J. (1998). Social trust and value change: The decline of social capital in American youth, 1976–1995. Political Psychology, 19, 545–565.
  • Ritchie, R. J. B. ve Darke, P.R., (2000). In the Shadow of Doubt:AdvertiserDeception and the Defensive Consumer. Poster Session Presented at the Association for Consumer Research Conference, Salt Lake City, UT.
  • Shavitt, S., Lowrey, P. ve Haefner, J. (1998). Public attitudes toward advertising: More favorable than you might think. Journal of Advertising Research, 38(4), 7–22.
  • Spies, K., Hesse, F., ve Loesch, K. (1997). Store atmosphere, mood and purchasing behavior. International Journal of Research in Marketing, 14(1), 1-17.
  • Şahin, Ş., Yönet, Ö., ve Suher, H. K. (2016). Reklama Yönelik Şüphecilik: Anne-Baba Ve Çocukları Arasındaki Farklar Üzerine Bir İnceleme. Ekurgu, 24(2), 55-73.
  • Turan, S. B. (2018). Yapısal Güçlendirme: Bir Ölçek Geliştirme Çalışması. Journal of Yaşar University, 13(49), 101-111.
  • Turley, L.W., ve Milliman, R.E. (2000). Atmospheric effects on shopping behavior: a review of experimental evidence. Journal of Business Research, 49, 193-211.
  • Vieira, V.A. (2013). Stimuli–organism-response framework: A meta-analytic review in the store environment. Journal of Business Research, 66(9), 1420-1426.
  • Walsh, G., ve Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of The Academy of Marketing Science, 35(1), 127-143.
  • Yaşlıoğlu, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
  • Yoo, C., Park, J., ve MacInnis, D.J. (1998). Effects of store characteristics and in-store emotional experiences on store attitude. Journal of Business Research, 42(3), 253-263.
There are 47 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Çağla Pınar Bozoklu 0000-0002-4147-9519

Erkan Yıldız 0000-0002-4398-5378

Publication Date March 3, 2020
Submission Date December 19, 2019
Published in Issue Year 2020 Issue: 45

Cite

APA Bozoklu, Ç. P., & Yıldız, E. (2020). PAZARI ŞEKİLLENDİREN DAVRANIŞLARA GÖRE REKLAMA YÖNELİK ŞÜPHE: AKTİVİST TÜKETİCİLERE YÖNELİK ÖLÇEK UYARLAMA. Karadeniz Uluslararası Bilimsel Dergi, 1(45), 173-188. https://doi.org/10.17498/kdeniz.661551