THE EFFECT OF HEALTH CONSCIOUSNESS, SKEPTICISM TO ADVERTISING AND PERSUASIVENESS ON ATTITUDE: A RESEARCH ON A TWO-SIDED FOOD ADVERTISING MESSAGE

Öz

This research aims to determine the effect of the level of skepticism to unhealthy food ads and the level of health consciousness on the persuasiveness of the ad, attitude towards the ad, and purchase intention. It is being investigated whether the legal regulations made work. The data were collected by a questionnaire made among university students selected by convenience sampling and analyzed by structural equation modeling. To sum up, the persuasiveness level of the two-sided ad is significant to the attitude towards the ad and purchase intention. the persuasiveness variable mediates the effect of skepticism towards two-sided ads on the attitude towards the ad. Consumers' health consciousness has an impact on the perception of the persuasiveness of the ad and the attitude towards the ad. The persuasiveness variable mediates the effect of health consciousness on attitude in two-sided advertising messages. Finally, discussions and suggestions were made about the academic and practical reflections of the hypotheses.

Anahtar Kelimeler

• Health consciousness
• Persuasiveness of the ad
• Skepticism to ad
• Junk food
• Two-sided message

SAĞLIK BİLİNCİ, REKLAMA YÖNELİK KUŞKU VE İKNANIN TUTUMA ETKİSİ: ÇİFT YANLI GIDA REKLAM MESAJI ÜZERİNE ARAŞTIRMA

Öz

Bu araştırma sağlıksız gıda reklamlarına karşı duyulan kuşku düzeyi ve sağlık bilinci düzeyinin reklamın ikna ediciliği, reklama yönelik tutum ve satın alma niyeti üzerindeki etkisini belirleme amacı taşımaktadır. Yapılan yasal düzenlemelerin gerçekte işe yarayıp yaramadığı araştırılmaktadır. Veriler, kolayda örnekleme yöntemi ile seçilen üniversite öğrencileri arasında yapılan anket ile toplanmış, yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuç olarak, çift yanlı reklamın ikna edicilik düzeyi, reklama yönelik tutum, satın alma niyeti üzerinde etkilidir. Çift yanlı reklamlara yönelik kuşkunun reklama yönelik tutum üzerindeki etkisinde ikna edicilik değişkeninin aracılık etkisi vardır. Tüketicilerin sağlık bilinçleri reklamın ikna ediciliğini algılama ve reklama yönelik tutum üzerinde etkilidir. Çift yanlı reklam mesajlarında sağlık bilincinin tutum üzerindeki etkisine ikna edicilik değişkeni aracılık etmektedir. Son olarak elde edilen hipotez sonuçlarının akademik ve pratik yansımalarına dair tartışma ve öneriler yapılmıştır.

Anahtar Kelimeler

• Sağlık bilinci
• Reklamın ikna ediciliği
• Reklama yönelik kuşku
• Abur cubur
• Çift yanlı mesaj

Kaynakça

1. Aguirre-Rodriguez, A. (2013). The effect of consumer persuasion knowledge on scarcity appeal persuasiveness. Journal of Advertising, 42(4), 371-379.
2. Bagozzi, R.P. & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16 (1), 74-94.
3. Chang, C. (2003). Party bias in political-advertising processing--Results from an experiment involving the 1998 Taipei mayoral election. Journal of advertising, 32(2), 55-67.
4. Chen, M. F. (2009). Attitude toward organic foods among Taiwanese as related to health consciousness, environmental attitudes, and the mediating effects of a healthy lifestyle. British Food Journal. 111(2). 165-178,
5. Chen, M. F. (2011). The joint moderating effect of health consciousness and healthy lifestyle on consumers’ willingness to use functional foods in Taiwan. Appetite, 57(1), 253-262.
6. Choi, H., & Reid, L. N. (2015). Differential impact of message appeals, food healthiness, and poverty status on evaluative responses to nutrient-content claimed food advertisements. Journal of Health Communication, 20(11), 1355-1365.
7. Chou, F. S., Wang, C. C., Lai, M. C., Tung, C. H., Yang, Y. J., & Tsai, K. H. (2020). Persuasiveness of organic agricultural products: Argument strength, health consciousness, self-reference, health risk, and perceived fear. British Food Journal, 122(4).1289-1304.
8. Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Lawrence Erlbaum Associates Hillsdale, New Jersey.

9. Cornelis, E., Cauberghe, V., & De Pelsmacker, P. (2014). Being healthy or looking good? The effectiveness of health versus appearance-focused arguments in two-sided messages. Journal of Health Psychology, 19(9), 1132-1142.
10. Dahlén, M. (2005). The medium as a contextual cue: Effects of creative media choice. Journal of advertising, 34(3), 89-98.
11. Deloitte, (2022). Türkiye’de Tahmini Medya ve Reklam Yatırımları 2021 Raporu https://www2.deloitte.com/tr/tr/pages/technology-media-and-telecommunications/articles/medya-yatirimlari-2021-raporu.html. Erişim 20 Haziran 2022.
12. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
13. Eisend, M. (2006). Two-sided advertising: A meta-analysis. International Journal of Research in Marketing, 23(2), 187-198.
14. Eisend, M. (2013). The moderating influence of involvement on two‐sided advertising effects. Psychology & Marketing, 30(7), 566-575.
15. Fornell, C. & Larcker, D.F. (1981). Evaluating structural models with unobservable variables and measurement error. Journal of Marketing Research, 18 (1), 39-50.
16. Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31.
17. Golden, L. L., & Alpert, M. I. (1987). Comparative analysis of the relative effectiveness of one-and two-sided communication for contrasting products. Journal of Advertising, 16(1), 18-68.
18. Gould, S. J. (1988). Consumer attitudes toward health and health care: A differential perspective. Journal of Consumer Affairs, 22(1), 96-118.
19. Hair, J.F., Hult, G.T.M., Ringle, C.M. & Sarstedt, M. (2014), A primer on partial least squares structural equation modeling (PLS-SEM), SAGE Publications.
20. Hair, J.F., Sarstedt, M., Ringle, C.M. & Mena, J.A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40 (3), 414-433.
21. Helweg-Larsen, M., & Howell, C. (2000). Effects of erotophobia on the persuasiveness of condom advertisements containing strong or weak arguments. Basic and Applied Social Psychology, 22(2), 111-117.
22. Hernandez, J. M. D. C., Wright, S. A., & Ferminiano Rodrigues, F. (2015). Attributes versus benefits: The role of construal levels and appeal type on the persuasiveness of marketing messages. Journal of Advertising, 44(3), 243-253.
23. Hsu, S. Y., Chang, C. C., & Lin, T. T. (2016). An analysis of purchase intentions toward organic food on health consciousness and food safety with/under structural equation modeling. British Food Journal, 118(1).200-216.
24. Hulland, J. (1999). Use of partial least squares (pls) in strategic management research: A review of four recent studies. Strategic Management Journal, 20 (2), 195-204.
25. Isaac, M. S., & Grayson, K. (2017). Beyond skepticism: Can accessing persuasion knowledge bolster credibility?. Journal of Consumer Research, 43(6), 895-912.
26. Kamins, M.A., & Assael, H. (1987). Two-sided versus one-sided appeals: A cognitive perspective on argumentation, source derogation, and the effect of disconfirming trial on belief change. Journal of Marketing Research, 24(1), 29-39.
27. Kamins, M.A., & Marks, L.J. (1987). Advertising puffery: The impact of using two-sided claims on product attitude and purchase intention. Journal of Advertising, 16(4), 6-15.
28. Kamins, M.A., Brand, M.J., Hoeke, S.A., & Moe, J.C. (1989). Two-sided versus one-sided celebrity endorsements: The impact on advertising effectiveness and credibility. Journal of Advertising, 18(2), 4-10.
29. Keller, P. A., & Block, L. G. (1996). Increasing the persuasiveness of fear appeals: The effect of arousal and elaboration. Journal of Consumer Research, 22(4), 448-459.
30. Kulkarni, A. A., & Yuan, H. (2015). Effect of ad-irrelevant distance cues on persuasiveness of message framing. Journal of Advertising, 44(3), 254-263.
31. Lang, B., Lee, C.K., & Zwick, R. (1999). Message sidedness at the brand and product from levels: Overcoming the shortcomings of two-sided messages? Advances in Consumer Research, 26(1), 485-490.
32. 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.
33. Naylor, R. W., Droms, C. M., & Haws, K. L. (2009). Eating with a purpose: Consumer response to functional food health claims in conflicting versus complementary information environments. Journal of Public Policy & Marketing, 28(2), 221-233.
34. Obermiller, C., & Spangenberg, E. R. (1998). Development of a scale to measure consumer skepticism toward advertising. Journal of Consumer Psychology, 7(2), 159-186.
35. Obermiller, C., Spangenberg, E., & MacLachlan, D. L. (2005). Ad skepticism: The consequences of disbelief. Journal of advertising, 34(3), 7-17.
36. Raziq, M. M., Ahmed, Q. M., Ahmad, M., Yusaf, S., Sajjad, A., & Waheed, S. (2018). Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning, 36(6), 678–693.
37. Resmî Gazete, (2011a). Radyo Ve Televizyonların Kuruluş ve Yayın Hizmetleri Hakkında Kanun. Resmi Gazete Tarihi 15.02.2011 Resmî Gazete Sayısı: 27863
38. Resmî Gazete, (2011b) Yayın Hizmeti Usul ve Esasları Hakkında Yönetmelik, Resmî Gazete Tarihi: 02.11.2011 Resmî Gazete Sayısı: 28103
39. RTÜK, (2018). Akar bant yazıları. Radyo Televizyon Üst Kurulu. https://arsivdosya.rtuk.gov.tr/assets/Galeri/Haberler/akar-bant-yazilari.pdf Erişim 20 Haziran 2022.
40. Rucker, D.D., Petty, R.E., & Briñol, P. (2008). What's in a frame anyway?: A meta‐cognitive analysis of the impact of one versus two sided message framing on attitude certainty. Journal of Consumer Psychology, 18(2), 137-149.
41. Sağlık Bakanlığı (2015). Çocuklara yönelik aşırı tüketimi tavsiye edilmeyen gıdalar ile ilgili reklamlar için besin profil modeli kullanım rehberi, T.C Sağlık Bakanlığı Türkiye Halk Sağlığı Kurumu raporu, https://hsgm.saglik.gov.tr/depo/birimler/saglikli-beslenme-hareketli-hayat-db/Haberler/RTUK_REHBER_Son_21.07.2015.pdf Erişim 20 Haziran 2022.
42. Schifferstein, H. N., & Ophuis, P. A. O. (1998). Health-related determinants of organic food consumption in the Netherlands. Food quality and Preference, 9(3), 119-133.
43. Shen, G. C. C., Chiou, J. S., Hsiao, C. H., Wang, C. H., & Li, H. N. (2016). Effective marketing communication via social networking site: The moderating role of the social tie. Journal of Business Research, 69(6), 2265-2270.
44. Toklu, İ.T. & Ustaahmetoğlu, E. (2016). Tüketicilerin organik çaya yönelik tutumlarını ve satın alma niyetlerini etkileyen faktörler: Bir alan araştırması. Uluslararası Yönetim İktisat ve İşletme Dergisi, 12 (29), 41-61.
45. Tuygun Toklu, A. (2019). Çevresel bilinç yeşil davranışı etkiler mi? Türkiye’nin Doğu Karadeniz bölgesinde bir araştırma. İşletme Araştırmaları Dergisi, 11 (4), 2799-2811.
46. Tuygun Toklu, A. (2020). Genç üniversite öğrencilerinin girişimcilik niyeti üzerinde planlı davranış teorisi ile birlikte fırsatları görme ve teşvik desteğinin etkisi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 8 (3), 753-762.
47. WHO, (2013). WHO European ministerial conference on nutrition and noncommunicable diseases in the context of health 2020. World Health Organization Report. Vienna https://www.euro.who.int/__data/assets/pdf_file/0020/237035/WHO-European-Ministerial-Conference-on-Nutrition-and-Noncommunicable-Diseases-in-the-Context-of-Health-2020.pdf. Erişim20 Haziran 2022.
48. WHO, (2022). WHO European regional obesity report 2022 https://apps.who.int/iris/bitstream/handle/10665/353747/9789289057738-eng.pdf . Erişim 20 Haziran 2022.
49. Willis, E., & Stafford, M. R. (2016). Health consciousness or familiarity with supplement advertising: what drives attitudes toward dietary supplements?. International Journal of Pharmaceutical and Healthcare Marketing.10(2). 130-147.
50. Wojdynski, B. W., & Evans, N. J. (2020). The covert advertising recognition and effects (CARE) model: Processes of persuasion in native advertising and other masked formats. International Journal of Advertising, 39(1), 4-31.
51. Yarimoglu, E., Kazancoglu, I., & Bulut, Z. A. (2019). Factors influencing Turkish parents’ intentions towards anti-consumption of junk food. British Food Journal. 121(1). 35-53.
52. Zhang, J. (2010). The persuasiveness of individualistic and collectivistic advertising appeals among Chinese generation-X consumers. Journal of Advertising, 39(3), 69-80.