Sağlıklı Yaşam Biçimi Olarak Beslenme: Reklamlara Tepkinin EEG ile Belirlenmesi

Yıl 2022, , 520 - 539, 30.07.2022

Gültaze Gül , Nezihe Tüfekci , Ömer Kürşad Tüfekçi

https://doi.org/10.31592/aeusbed.1114498

Cited By: 1

Öz

Obezite günümüzün önemli sorunlarından biridir. Obezitenin de en önemli nedeni beslenme alışkanlıklarıdır. Sağlıklı bir yaşam biçimi oluşturabilmek için beslenme alışkanlıklarının düzenlenmesi gerekmektedir. Ancak birçok çevresel değişken beslenme alışkanlıklarının düzenlenmesini engellemektedir. Bu değişkenlerden birisi de reklamlardır. Reklamlar bireyin ilgisini çekmeye yönelik ve tüketim amaçlı kurgulanmaktadır. Bu yönüyle reklamlar bireylerin beslenme alışkanlıklarına da yön vermektedir. Bu kapsamda bu araştırmada tüketicilerin beslenme reklamlarına yönelik beyin tepkilerinin EEG ile ölçülmesi amaçlanmıştır. Araştırmada hem sağlıklı olduğu düşünülen reklamlar hem de sağlıklı olmadığı düşünülen reklamlar gönüllü katılımcılara izletilmiştir. Elde edilen EEG verileri WinEEG ve SPSS paket programlarında analiz edilmiştir. WinEEG ile yapılan analizde parametre haritaları incelenmiş, elde edilen sayısal veriler ise SPSS ile frekansları değerlendirilmiştir. Araştırma sonucunda araştırmaya katılan bireylerin eylemleri ile söylemleri arasında farklılıklar olduğu görülmüştür. Gönüllü katılımcılar bazı reklamlarda yer alan beslenme öğelerine yönelik her ne kadar sağlıklı olmadığını ifade etseler de, beyin aktiviteleri o ürünler karşısında olumlu tepkiler vermiştir. Gönüllü katılımcıların beyin aktiviteleri en çok kola, cips ve marşmelov reklamlarına yönelik olumlu tepki verirken; en az bulgur, kuruyemiş ve doğal yoğurt reklamlarına yönelik olumlu tepkinin oluştuğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Sağlıklı yaşam, beslenme, obezite, reklamlar, EEG

Teşekkür

Isparta Uygulamalı Bilimler Üniversitesi, Isparta Nöro Bilim Uygulama ve Araştırma Merkezi çalışanlarına araştırmadaki katkılarından dolayı teşekkür ederiz.

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