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Okul Öncesi Çocuklarda Reklâmın Satın Alma Davranışı Üzerindeki Etkileri

Year 2018, Volume: 4 Issue: 2, 77 - 96, 21.10.2018
https://doi.org/10.20979/ueyd.430849

Abstract

Çocuk pazarı, fiyat duyarlılığı düşük ve
kârlılığı yüksek bir pazar olarak tüm dünyada büyüme eğilimindedir. Dahası,
günümüzde hayatın her alanına nüfuz eden teknolojiler sayesinde, çocukların
maruz kaldıkları reklâm sayısı giderek artmaktadır. Buna rağmen, konunun önemi
ile kıyaslandığında, çocuklarda reklâm ve satın alma ilişkisini ele alan mevcut
çalışmaların sayıca az olduğu görülmektedir. Dahası, alanda Türk örneklem
kullanan çalışma sayısı da son derece sınırlıdır. Bütün bu nedenlerle, bu
çalışmanın amacı, 4-6 yaş arası anaokulu çocuklarında reklâma maruz kalma ve
satın alma tercihi arasındaki karşılıklı ilişkileri, deneysel serim kullanarak
ortaya koymaktır. Farklı bir kültürel altyapıya, Türk çocuklarına ait bulgular
sunacak olması ve bu süreçte geçmişteki çalışmaların çoğundan farklı olarak
deneysel serimden faydalanması, bu çalışmanın özgün değerini oluşturmaktadır.
Araştırma sonucunda bilişsel gelişimlerinden dolayı 4-6 yaş arası okul öncesi
çocukların reklamın satış amacını kavrayamadığı ve reklamda gördüğü her şeyi
gerçek olarak algıladığı ve reklamların çocukların satın alma davranışı
üzerinde etkili olduğu görülmüştür.

References

  • Adler, R. (1977), Research on the Effects of Television Advertising on Children; A Review of the Literature and Recommendations for Future Research.
  • Aitken, P. P. vd. (1987), “Children's Awareness of Cigarette Advertisements and Brand İmagery”, Addiction, 82(6), 615-622.
  • Aktaş Arnas, Y. (2006), “The Effects of Television Food Advertisement on Children's Food Purchasing Requests”, Pediatrics International, 48(2), 138-145.
  • Atkin, C. (1975), The Effects of Television Advertising on Children: Parent-Child Communication in Supermarket Breakfast Cereal Selection. Final Report.
  • Badur, F. (2007), “Televizyon Reklâmlarının Çocukların Marka Farkındalığı Üzerindeki Etkisi: Yiyecek ve İçecek Reklâmları Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Atatürk Üniversitesi-Sosyal Bilimler Enstitüsü.
  • Bakir, A. vd. (2013), “A Comparative Content Analysis of Advertising Practices to Children”, Journal Of Current İssues & Research İn Advertising, 34(2), 247-262.
  • Bakir, A. ve Palan, K. M. (2010), “How are Children's Attitudes Toward Ads and Brands Affected by Gender-Related Content in Advertising?”, Journal of Advertising, 39(1), 35-48.
  • Borzekowski, D. L. ve Robinson, T. N. (2001), “The 30-second Effect: an Experiment Revealing the İmpact of Television Commercials on Food Preferences of Preschoolers”, Journal of the American Dietetic Association, 101(1), 42-46.
  • Boyland, E. J. ve Halford, J. C. (2013), “Television Advertising and Branding. Effects on Eating Behaviour and Food Preferences in Children”, Appetite, 62, 236-241.
  • Brody, G. H. vd. (1981), “Television Food Commercials Aimed at Children, Family Grocery Shopping, and Mother-Child İnteractions”, Family Relations, 435-439.
  • Burr, P. L. ve Burr, R. M. (1977), “Parental Responses to Child Marketing”, Journal of Advertising Research, 17(6), 17-20.
  • Butter, E. J. vd. (1981), “Discrimination of Television Programs and Commercials by Preschool Children”, Journal of Advertising Research, 21 (2), 53-56.
  • Büyükbaykal, G. (2007), “Televizyonun Çocuklar Üzerindeki Etkileri”, İstanbul Üniversitesi İletişim Fakültesi Dergisi, (28), 31-44.
  • Chernin, A. (2008), “The Effects of Food Marketing on Children's Preferences: Testing the Moderating Roles of Age and Gender”, The ANNALS of the American Academy of Political and Social Science, 615(1), 101-118.
  • Clancy-Hepburn, K. vd. (1974), “Children's Behavior Responses to TV Food Advertisements”, Journal of Nutrition Education and Behavior, 6(3), 93-96.
  • Connor, S. M. (2006), “Food-related Advertising on Preschool Television: Building Brand Recognition in Young Viewers”, Pediatrics, 118(4), 1478-1485.
  • Ertunç, F. (2011), “Çocuk Dünyasında Reklâmın Rolü: Televizyon Reklâmlarında Çocuklara Yönelik Düzenlemeler” Uzmanlık Tezi, Radyo ve Televizyon Üst Kurulu.
  • Farooq, A. J. (2010), “Impact of Advertisement on Children Behavior: Evidence from Pakistan”, European Journal of Social Sciences, 12(4), 663-670.Goldberg, M. E. ve Gorn, G. J. (1974), “Children's Reactions to Television Advertising: An Experimental Approach”, Journal of Consumer Research, 1(2), 69-75.
  • Goldberg, M. E. vd. (1978), “TV Messages for Snack and Breakfast Foods: Do They İnfluence Children's Preferences?”, Journal of Consumer Research, 5(2), 73-81.
  • Gorn, G. J. ve Florsheim, R. (1985), “The Effects of Commercials for Adult Products on Children,” Journal of Consumer Research, 11(4), 962-967.
  • Gorn, G. J. ve Goldberg, M. E. (1977), “The İmpact of Television Advertising on Children from Low İncome Families”, Journal of Consumer Research, 4(2), 86-88.
  • Guran, T. vd. (2010), “Content Analysis of Food Advertising in Turkish Television” Journal of Paediatrics and Child Health, 46(7‐8), 427-430.
  • Günlü, Z. ve Derin, D. (2012), “Televizyon Reklâmlarının Okul Çağı Çocuklarının Besin Seçimi Üzerine Etkilerinin Bir İncelemesi”, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 7(3), 62-77.
  • Halford, J. vd. (2004), “Effect of Television Advertisements for Foods on Food Consumption in Children”, Appetite, 42(2), 221-225.
  • Halford, J. vd. (2007), “Beyond-brand Effect of Television (TV) Food Advertisements/Commercials on Caloric in Take and Food Choice of 5–7-year-old Children”, Appetite, 49(1), 263-267.
  • Hameed, A. vd. (2014), “Impact of TV Advertisement on Children Buying Behavior”, International Journal of Humanities and Social Science, 4(2), 246-261.
  • Jenkin, G. vd. (2014), “A Systematic Review of Persuasive Marketing Techniques to Promote Food to Children on Television”, Obesity Reviews, 15(4), 281-293.
  • John, D. R. (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Fiveyears of Research”, Journal of Consumer Research, 26(3), 183-213.
  • Kapferer, J. N. (1985), Reklâm ve Çocuk, (Çev. Şermin Önder), İstanbul: Afa Yayınları.
  • Karaca, Y. vd. (2007), “Ebeveynlerin Televizyon Reklâm İçeriklerinin Çocuklar Üzerindeki Etkilerini Etik Açıdan Algılamalarına Yönelik Bir Araştırma”, Sosyal Bilimler Dergisi, 9(2), 233-250.
  • Kurt, E. ve Altun, T. (2014), “Televizyon Reklâmlarının İlkokul Öğrencilerinin Beslenme Alışkanlıklarına Etkisi Üzerine Bir İnceleme”, Akademik Sosyal Araştırmalar Dergisi, (7), 393-408.
  • Kurtuluş, K. (2006), Pazarlama Araştırmaları, İstanbul: Literatür Yayıncılık.
  • Levin, S. R. vd. (1982), “Preschoolers' Awareness of Television Advertising”, Child Development, 933-937.
  • Lewis, M. K. ve Hill, A. J. (1998), “Food Advertising on British Children’s Television: a Content Analysis and Experimental Study with Nine-year olds”, International Journal of Obesity, 22(3), 206-214.
  • McNeal, J. U. (1999), The kids market: Myths and realities, Paramount Market Publishing.
  • McNeal, U. J. ve Yeh, Chyon-Hwa (1997), “Development of Consumer Behavior Patterns among Chinese Children”, Journal of Consumer Marketing, 14(1), 45-59.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Teknikler ve (SPSS Destekli) Uygulamalar, Ankara: Seçkin Yayıncılık.
  • Roedder, D. L. vd. (1983), “Attitude-Behavior Consistency in Children's Responses to Television Advertising”, Journal of Marketing Research, 20(4), 337-349.
  • Šramová, B. ve Pavelka, J. (2017), “The Perception of Media Messages by Preschool Children”, Young Consumers, 18(2), 121-140.
  • Stephens, N. vd. (1982), “Preschoolers' Ability to Distinguish Between Television Programming and Commercials”, Journal of Advertising, 11(2), 16-26.
  • Tokgöz, O. (1979), “Televizyon Reklâmları ve Çocuklar”, Ankara Üniversitesi Sosyal Bilimler Fakültesi Dergisi, 34(01), 93-110.
  • Tokuç, B. vd. (2009), “Reklâm ve Çocuklar: Çocukların Gıda Markalarını Tanıması, Beslenme Alışkanlıklarını ve Gıda Tercihlerini Etkiliyor mu?”, TAF Preventive Medicine Bulletin, 8(6), 459-464.
  • Ülger, B. (2016), “Packages with Cartoon Trade Characters Versus Advertising: an Empirical Examination of Preschoolers' Food Preferences”, Journal of Food Products Marketing, 15(1), 104-117.
  • Ünal, N. ve Durualp, E. (2012), “Televizyonun Okul Öncesi Çocuklar Üzerindeki Etkisi”, Journal of Institute of Social Sciences, 3(2), 93 – 104.
  • Verma, D.P.S. ve Kapoor, N. (2004), “Influence of TV Advertisements on Children's Buying Response: Role of Parent-Child Interaction”, Global Business Review, 5(1), 51-71.
  • Vodinalı, S. (2016), “Tüketim Kültürü Bağlamında Reklâm ve Çocuklar Üzerindeki Etkileri: “MaretYoook Mu? Reklâmı Üzerine Bir Çözümleme”, International Journal of Social Science Sand Education Research, 2 (1), 197-222.

Effects of Advertisement on Purchasing Behavior in Pre-School Children

Year 2018, Volume: 4 Issue: 2, 77 - 96, 21.10.2018
https://doi.org/10.20979/ueyd.430849

Abstract

With low price sensitivity and high profitability,
the children's market has been growing day by day all over the world.
Furthermore, due to technology and internet usage that is nowadays prevalent in
all areas of life, the number of advertisements that children are exposed to
has been increasing. Nevertheless, compared with the prominence of this issue,
the number of existing studies dealing with advertising and purchasing
relationships in children is still limited. Moreover, the number of studies
using the Turkish sample in the field is relatively few. For all of these
reasons, the aim of this study is to demonstrate the relationship between
advertisement exposure and purchase preference in pre-school children aged 4-6
using experimental method. Using a sample from a different cultural background
(Turkey) and using of the experimental method, unlike most of the studies in
the past, constitute the original value of this study. As a result of this
research, it was seen that children in pre-school aged 4-6 years could not
comprehend the purpose of the advertisement because of their cognitive development
and that they perceived everything they see in the advertisement as real and
that the advertisement has an effect on the children's purchasing behavior.

References

  • Adler, R. (1977), Research on the Effects of Television Advertising on Children; A Review of the Literature and Recommendations for Future Research.
  • Aitken, P. P. vd. (1987), “Children's Awareness of Cigarette Advertisements and Brand İmagery”, Addiction, 82(6), 615-622.
  • Aktaş Arnas, Y. (2006), “The Effects of Television Food Advertisement on Children's Food Purchasing Requests”, Pediatrics International, 48(2), 138-145.
  • Atkin, C. (1975), The Effects of Television Advertising on Children: Parent-Child Communication in Supermarket Breakfast Cereal Selection. Final Report.
  • Badur, F. (2007), “Televizyon Reklâmlarının Çocukların Marka Farkındalığı Üzerindeki Etkisi: Yiyecek ve İçecek Reklâmları Üzerine Bir Uygulama”, Yayınlanmamış Yüksek Lisans Tezi, Atatürk Üniversitesi-Sosyal Bilimler Enstitüsü.
  • Bakir, A. vd. (2013), “A Comparative Content Analysis of Advertising Practices to Children”, Journal Of Current İssues & Research İn Advertising, 34(2), 247-262.
  • Bakir, A. ve Palan, K. M. (2010), “How are Children's Attitudes Toward Ads and Brands Affected by Gender-Related Content in Advertising?”, Journal of Advertising, 39(1), 35-48.
  • Borzekowski, D. L. ve Robinson, T. N. (2001), “The 30-second Effect: an Experiment Revealing the İmpact of Television Commercials on Food Preferences of Preschoolers”, Journal of the American Dietetic Association, 101(1), 42-46.
  • Boyland, E. J. ve Halford, J. C. (2013), “Television Advertising and Branding. Effects on Eating Behaviour and Food Preferences in Children”, Appetite, 62, 236-241.
  • Brody, G. H. vd. (1981), “Television Food Commercials Aimed at Children, Family Grocery Shopping, and Mother-Child İnteractions”, Family Relations, 435-439.
  • Burr, P. L. ve Burr, R. M. (1977), “Parental Responses to Child Marketing”, Journal of Advertising Research, 17(6), 17-20.
  • Butter, E. J. vd. (1981), “Discrimination of Television Programs and Commercials by Preschool Children”, Journal of Advertising Research, 21 (2), 53-56.
  • Büyükbaykal, G. (2007), “Televizyonun Çocuklar Üzerindeki Etkileri”, İstanbul Üniversitesi İletişim Fakültesi Dergisi, (28), 31-44.
  • Chernin, A. (2008), “The Effects of Food Marketing on Children's Preferences: Testing the Moderating Roles of Age and Gender”, The ANNALS of the American Academy of Political and Social Science, 615(1), 101-118.
  • Clancy-Hepburn, K. vd. (1974), “Children's Behavior Responses to TV Food Advertisements”, Journal of Nutrition Education and Behavior, 6(3), 93-96.
  • Connor, S. M. (2006), “Food-related Advertising on Preschool Television: Building Brand Recognition in Young Viewers”, Pediatrics, 118(4), 1478-1485.
  • Ertunç, F. (2011), “Çocuk Dünyasında Reklâmın Rolü: Televizyon Reklâmlarında Çocuklara Yönelik Düzenlemeler” Uzmanlık Tezi, Radyo ve Televizyon Üst Kurulu.
  • Farooq, A. J. (2010), “Impact of Advertisement on Children Behavior: Evidence from Pakistan”, European Journal of Social Sciences, 12(4), 663-670.Goldberg, M. E. ve Gorn, G. J. (1974), “Children's Reactions to Television Advertising: An Experimental Approach”, Journal of Consumer Research, 1(2), 69-75.
  • Goldberg, M. E. vd. (1978), “TV Messages for Snack and Breakfast Foods: Do They İnfluence Children's Preferences?”, Journal of Consumer Research, 5(2), 73-81.
  • Gorn, G. J. ve Florsheim, R. (1985), “The Effects of Commercials for Adult Products on Children,” Journal of Consumer Research, 11(4), 962-967.
  • Gorn, G. J. ve Goldberg, M. E. (1977), “The İmpact of Television Advertising on Children from Low İncome Families”, Journal of Consumer Research, 4(2), 86-88.
  • Guran, T. vd. (2010), “Content Analysis of Food Advertising in Turkish Television” Journal of Paediatrics and Child Health, 46(7‐8), 427-430.
  • Günlü, Z. ve Derin, D. (2012), “Televizyon Reklâmlarının Okul Çağı Çocuklarının Besin Seçimi Üzerine Etkilerinin Bir İncelemesi”, Selçuk Üniversitesi İletişim Fakültesi Akademik Dergisi, 7(3), 62-77.
  • Halford, J. vd. (2004), “Effect of Television Advertisements for Foods on Food Consumption in Children”, Appetite, 42(2), 221-225.
  • Halford, J. vd. (2007), “Beyond-brand Effect of Television (TV) Food Advertisements/Commercials on Caloric in Take and Food Choice of 5–7-year-old Children”, Appetite, 49(1), 263-267.
  • Hameed, A. vd. (2014), “Impact of TV Advertisement on Children Buying Behavior”, International Journal of Humanities and Social Science, 4(2), 246-261.
  • Jenkin, G. vd. (2014), “A Systematic Review of Persuasive Marketing Techniques to Promote Food to Children on Television”, Obesity Reviews, 15(4), 281-293.
  • John, D. R. (1999), “Consumer Socialization of Children: A Retrospective Look at Twenty-Fiveyears of Research”, Journal of Consumer Research, 26(3), 183-213.
  • Kapferer, J. N. (1985), Reklâm ve Çocuk, (Çev. Şermin Önder), İstanbul: Afa Yayınları.
  • Karaca, Y. vd. (2007), “Ebeveynlerin Televizyon Reklâm İçeriklerinin Çocuklar Üzerindeki Etkilerini Etik Açıdan Algılamalarına Yönelik Bir Araştırma”, Sosyal Bilimler Dergisi, 9(2), 233-250.
  • Kurt, E. ve Altun, T. (2014), “Televizyon Reklâmlarının İlkokul Öğrencilerinin Beslenme Alışkanlıklarına Etkisi Üzerine Bir İnceleme”, Akademik Sosyal Araştırmalar Dergisi, (7), 393-408.
  • Kurtuluş, K. (2006), Pazarlama Araştırmaları, İstanbul: Literatür Yayıncılık.
  • Levin, S. R. vd. (1982), “Preschoolers' Awareness of Television Advertising”, Child Development, 933-937.
  • Lewis, M. K. ve Hill, A. J. (1998), “Food Advertising on British Children’s Television: a Content Analysis and Experimental Study with Nine-year olds”, International Journal of Obesity, 22(3), 206-214.
  • McNeal, J. U. (1999), The kids market: Myths and realities, Paramount Market Publishing.
  • McNeal, U. J. ve Yeh, Chyon-Hwa (1997), “Development of Consumer Behavior Patterns among Chinese Children”, Journal of Consumer Marketing, 14(1), 45-59.
  • Nakip, M. (2003), Pazarlama Araştırmaları, Teknikler ve (SPSS Destekli) Uygulamalar, Ankara: Seçkin Yayıncılık.
  • Roedder, D. L. vd. (1983), “Attitude-Behavior Consistency in Children's Responses to Television Advertising”, Journal of Marketing Research, 20(4), 337-349.
  • Šramová, B. ve Pavelka, J. (2017), “The Perception of Media Messages by Preschool Children”, Young Consumers, 18(2), 121-140.
  • Stephens, N. vd. (1982), “Preschoolers' Ability to Distinguish Between Television Programming and Commercials”, Journal of Advertising, 11(2), 16-26.
  • Tokgöz, O. (1979), “Televizyon Reklâmları ve Çocuklar”, Ankara Üniversitesi Sosyal Bilimler Fakültesi Dergisi, 34(01), 93-110.
  • Tokuç, B. vd. (2009), “Reklâm ve Çocuklar: Çocukların Gıda Markalarını Tanıması, Beslenme Alışkanlıklarını ve Gıda Tercihlerini Etkiliyor mu?”, TAF Preventive Medicine Bulletin, 8(6), 459-464.
  • Ülger, B. (2016), “Packages with Cartoon Trade Characters Versus Advertising: an Empirical Examination of Preschoolers' Food Preferences”, Journal of Food Products Marketing, 15(1), 104-117.
  • Ünal, N. ve Durualp, E. (2012), “Televizyonun Okul Öncesi Çocuklar Üzerindeki Etkisi”, Journal of Institute of Social Sciences, 3(2), 93 – 104.
  • Verma, D.P.S. ve Kapoor, N. (2004), “Influence of TV Advertisements on Children's Buying Response: Role of Parent-Child Interaction”, Global Business Review, 5(1), 51-71.
  • Vodinalı, S. (2016), “Tüketim Kültürü Bağlamında Reklâm ve Çocuklar Üzerindeki Etkileri: “MaretYoook Mu? Reklâmı Üzerine Bir Çözümleme”, International Journal of Social Science Sand Education Research, 2 (1), 197-222.
There are 46 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

Sernur Karaoğlu This is me 0000-0002-6284-9179

Cigdem Basfirinci 0000-0003-1194-9804

Publication Date October 21, 2018
Submission Date June 5, 2018
Published in Issue Year 2018 Volume: 4 Issue: 2

Cite

APA Karaoğlu, S., & Basfirinci, C. (2018). Okul Öncesi Çocuklarda Reklâmın Satın Alma Davranışı Üzerindeki Etkileri. Uluslararası Ekonomi Ve Yenilik Dergisi, 4(2), 77-96. https://doi.org/10.20979/ueyd.430849

International Journal of Economics and Innovation

Karadeniz Technical University, Department of Economics, 61080, Trabzon/Türkiye
28816