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Reklam Çekicilikleri, Marka Hatırlanırlığı ve Uyarılma İlişkisinin Deri Tepkisi ile İncelenmesi

Yıl 2022, , 178 - 193, 07.12.2022
https://doi.org/10.31123/akil.1175066

Öz

Bir yöntem olarak nöropazarlama, geleneksel pazarlama araştırma yöntemleri ile elde edilmesi mümkün olmayan verilere ulaşmayı sağlar. Marka hatırlanırlığı, tüketiciyi satın alma yönünde ikna etmeyi sağlayan unsurlardan biri, reklam çekiciliği ise iknanın gerçekleşmesi için kullanılan stratejik mesajlar olarak ifade edilmektedir. Bu çalışmanın amacı, tüketicilerin televizyon reklamlarına yönelik uyarılmalarının marka hatırlanırlığı ve reklam çekiciliği ile ilişkisini araştırmaktır. Bu amaç doğrultusunda; cinsellik, korku, mizah, sıcaklık ve rasyonel çekicilikleri içeren 15 reklam 31 katılımcıya rastgele sıralarda sunulmuş ve bu esnada yenilikçi bir ölçümleme tekniği olan Galvanik Deri Tepkisi ölçümü yapılmıştır. Ölçümden 24 – 30 saat sonra katılımcılardan kendilerine izletilen reklamlardaki markaların isimlerini önce yardımsız ve ardından yardımlı hatırlamaları istenmiştir. Veriler üzerinde yapılan analizden elde edilen sonuçlar reklam çekiciliği ile marka hatırlanırlığı arasında bir ilişki olduğunu ancak bu ilişki üzerinde uyarılmanın bir etkisi bulunmadığını göstermiştir. Bununla birlikte, reklamın sunum sırasının da marka hatırlanırlığı ile ilişkili olduğu görülmüş ve bu sonuç Seri Konum Etkisi çerçevesinde tartışılmıştır. Elde edilen bulgular literatürdeki benzer araştırmalar ile kıyaslanarak değerlendirilmiştir.

Kaynakça

  • Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence ef- fects. Journal of Consumer Research, 12(4), 365-381. https://doi.org/10.1086/208524
  • Akram, Z., McClelland, A., & Furnham, A. (2018). The effect of fear-inducing content on memory for advertisements and on retroactive and proactive interference of programme information. Applied Cognitive Psychology, 32(4), 413-419. https://doi.org/10.1002/acp.3409
  • Alba, J. W., & Chattopadhyay, A. (1986). Salience effects in brand recall. Journal of Marketing Research, 23(4), 363- 369. https://doi.org/10.2307/3151812
  • Albers‐Miller, N. D., & Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. https://doi.org/10.1108/07363769910250769
  • Alčaković, S., Orlić, A., & Đurić, V. (2018). Emotional context and effectiveness of tv advertising. Primenjena psihologi- ja, 11(2), 155-170. https://doi.org/10.19090/pp.2018.2.155-170
  • Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Mar- keting Science, 2(2), 95-134. https://doi.org/10.1287/mksc.2.2.95
  • Baumann, C., Hamin, H., & Chong, A. (2015). The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG. Journal of Retailing and Consumer Services, 23, 21-31. https://doi.org/10.1016/j.jretcons- er.2014.11.003
  • Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspec- tive(12. bs). Sydney: McGraw-Hill Irwin.
  • Brown, R., & Kulik, J. (1977). Flashbulb memories. Cognition, 5(1), 73-99. https://doi.org/10.1016/0010-0277(77)90018-X
  • Bushman, B. J., & Bonacci, A. M. (2002). Violence and sex impair memory for television ads. Journal of Applied Psychol- ogy, 87(3), 557-564. https://doi.org/10.1037/0021-9010.87.3.557
  • Cline, T. W., & Kellaris, J. J. (2007). The influence of humor strength and humor—message relatedness on ad memora- bility: A dual process model. Journal of Advertising, 36(1), 55-67. https://doi.org/10.2753/JOA0091-3367360104
  • Critchley, H. D. (2002). Review: Electrodermal responses: what happens in the brain. The Neuroscientist, 8(2), 132-142. https://doi.org/10.1177/107385840200800209
  • Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The mod- erating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65. https://doi.org/10.1057/bm.2010.22
  • Djambaska, A., Petrovska, I., & Bundaleska, E. (2015). Is humor advertising always effective? Parameters for effective use of humor in advertising. Journal of Management Research, 8(1), 1-19. https://doi.org/10.5296/jmr.v8i1.8419
  • El-tazy, G. W., & Dinana, H. O. (2018). The impact of humorous advertising on consumers’ buying, word of mouth and recall. Journal of Business & Retail Management Research, 12(02). https://doi.org/10.24052/JBRMR/V12IS02/ TIOHAOCBWOMAR
  • Gakhal, B., & Senior, C. (2008). Examining the influence of fame in the presence of beauty: An electrodermal ‘neuromarketing’ study. Journal of Consumer Behaviour, 7(4-5), 331-341. https://doi.org/10.1002/cb.255
  • Jones, T., & Oberauer, K. (2013). Serial-position effects for items and relations in short-term memory. Memory, 21(3), 347-365. https://doi.org/10.1080/09658211.2012.726629
  • Kensinger, E. A. (2009). Remembering the details: Effects of emotion. Emotion Review, 1(2), 99-113. https://doi. org/10.1177/1754073908100432
  • Keshari, P., & Jain, S. (2016). Effect of age and gender on consumer response to advertising appeals. Paradigm, 20(1), 69-82. https://doi.org/10.1177/0971890716637702
  • Kum, S. (2014). Guideline for suitable statistical test selection. Plevra Bulteni, 8(2), 26-29. https://doi.org/10.5152/ pb.2014.08
  • Lauga, D. (2011). Persuasive advertising with sophisticated but impressionable consumers. ACR North American Ad- vances, NA-39. https://www.acrwebsite.org/volumes/1009616/volumes/v39/NA-39
  • LeDoux, J. E. (1995). Emotion: Clues from the brain. Annual Review of Psychology, 46(1), 209-235. https://doi. org/10.1146/annurev.ps.46.020195.001233
  • Li, C. (2009). Primacy effect or recency effect? A long-term memory test of Super Bowl commercials. Journal of Con- sumer Behaviour, 32-44. https://doi.org/10.1002/cb.291
  • Lin, Y.-C., Lee, Y.-C., & Lin, N.-T. (2014). The effect of advertising using advertising appeals, pictures and product cat- egories. Journal of Statistics and Management Systems, 17(1), 71-96.https://doi.org/10.1080/09720510.2013.867716
  • Lunn, D., & Harper, S. (2010). Using galvanic skin response measures to identify areas of frustration for older web 2.0 users. Proceedings of the 2010 International Cross Disciplinary Conference on Web Accessibility (W4A) - W4A ’10, 1. https://doi.org/10.1145/1805986.1806032
  • Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing informa- tion. Psychological Review, 63(2), 81-97. https://doi.org/10.1037/h0043158
  • Panda, T. K., Panda, T. K., & Mishra, K. (2013). Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude. The Iup Journal Of Brand Management, 10(2), 7-23.
  • Pieters, R. G. M., & Bijmolt, T. H. A. (1997). Consumer memory for television advertising: A field study of duration, serial position, and competition effects. Journal of Consumer Research, 23(4), 362-372. https://doi.org/10.1086/209489
  • Samson, L. (2018). The Effectiveness of Using Sexual Appeals in Advertising: Memory for Sexual and Nonsexual Visual Content Across Genders. Journal of Media Psychology, 30(4), 184-195.
  • Scheller, S. (2019). The strategic use of fear appeals in political communication. Political Communication, 36(4), 586- 608. https://doi.org/10.1080/10584609.2019.1631918
  • Sequeira, H., Hot, P., Silvert, L., & Delplanque, S. (2009). Electrical autonomic correlates of emotion. International Jour- nal of Psychophysiology, 71(1), 50-56. https://doi.org/10.1016/j.ijpsycho.2008.07.009
  • Simola, J., Kuisma, J., Öörni, A., Uusitalo, L., & Hyönä, J. (2011). The impact of salient advertisements on reading and attention on web pages. Journal of Experimental Psychology: Applied, 17(2), 174-190. https://doi.org/10.1037/a0024042
  • Stern, R. M., Ray, W. J., & Quigley, K. S. (2001). Psychophysiological Recording (2. bs). New York: Oxford University Press.
  • Wirtz, J. G., Sparks, J. V., & Zimbres, T. M. (2018). The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analytic review. International Journal of Advertising, 37(2), 168-198. https://doi.org/10.1080/02650487.2017.1334996

Examining the Relationship Between Advertising Appeals, Brand Recall and Arousal by Skin Response

Yıl 2022, , 178 - 193, 07.12.2022
https://doi.org/10.31123/akil.1175066

Öz

As a method, neuromarketing provides access to data that cannot be obtained with traditional marketing research methods. Brand recall is one of the elements that persuade the consumer to buy. However, advertising appeals are expressed as the strategic messages used for the realization of persuasion. The aim of this study is to investigate the relationship between consumers’ arousal towards television advertisements and brand recall and advertisement appeals. In accordance with this purpose; 15 advertisements containing sex, fear, humor, warmth and rational appeals were randomly presented to the 31 participants, during which an innovative research technique Galvanic Skin Response was measured. In order to measure the effects of the order of presentation of the stimuli on memory, namely the serial position effect, the advertisements were shown to the participants in different orders. After 24 – 30 hours, the participants were asked to first unaided- then aided-recall the brands’ names in the advertisements they were watched. The results obtained from the analysis of the data showed that there was a relationship between advertising appeals and brand recall, but arousal had no effect on it. In addition, the item order of the advertisements was also found to be associated with brand recall and this result was discussed within the framework of the Serial Position Effect. The findings were evaluated by comparing them with similar studies in the literature.

Kaynakça

  • Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence ef- fects. Journal of Consumer Research, 12(4), 365-381. https://doi.org/10.1086/208524
  • Akram, Z., McClelland, A., & Furnham, A. (2018). The effect of fear-inducing content on memory for advertisements and on retroactive and proactive interference of programme information. Applied Cognitive Psychology, 32(4), 413-419. https://doi.org/10.1002/acp.3409
  • Alba, J. W., & Chattopadhyay, A. (1986). Salience effects in brand recall. Journal of Marketing Research, 23(4), 363- 369. https://doi.org/10.2307/3151812
  • Albers‐Miller, N. D., & Royne Stafford, M. (1999). An international analysis of emotional and rational appeals in services vs goods advertising. Journal of Consumer Marketing, 16(1), 42-57. https://doi.org/10.1108/07363769910250769
  • Alčaković, S., Orlić, A., & Đurić, V. (2018). Emotional context and effectiveness of tv advertising. Primenjena psihologi- ja, 11(2), 155-170. https://doi.org/10.19090/pp.2018.2.155-170
  • Bagozzi, R. P., & Silk, A. J. (1983). Recall, recognition, and the measurement of memory for print advertisements. Mar- keting Science, 2(2), 95-134. https://doi.org/10.1287/mksc.2.2.95
  • Baumann, C., Hamin, H., & Chong, A. (2015). The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG. Journal of Retailing and Consumer Services, 23, 21-31. https://doi.org/10.1016/j.jretcons- er.2014.11.003
  • Belch, G. E., & Belch, M. A. (2021). Advertising and promotion: An integrated marketing communications perspec- tive(12. bs). Sydney: McGraw-Hill Irwin.
  • Brown, R., & Kulik, J. (1977). Flashbulb memories. Cognition, 5(1), 73-99. https://doi.org/10.1016/0010-0277(77)90018-X
  • Bushman, B. J., & Bonacci, A. M. (2002). Violence and sex impair memory for television ads. Journal of Applied Psychol- ogy, 87(3), 557-564. https://doi.org/10.1037/0021-9010.87.3.557
  • Cline, T. W., & Kellaris, J. J. (2007). The influence of humor strength and humor—message relatedness on ad memora- bility: A dual process model. Journal of Advertising, 36(1), 55-67. https://doi.org/10.2753/JOA0091-3367360104
  • Critchley, H. D. (2002). Review: Electrodermal responses: what happens in the brain. The Neuroscientist, 8(2), 132-142. https://doi.org/10.1177/107385840200800209
  • Dens, N., & De Pelsmacker, P. (2010). Consumer response to different advertising appeals for new products: The mod- erating influence of branding strategy and product category involvement. Journal of Brand Management, 18(1), 50-65. https://doi.org/10.1057/bm.2010.22
  • Djambaska, A., Petrovska, I., & Bundaleska, E. (2015). Is humor advertising always effective? Parameters for effective use of humor in advertising. Journal of Management Research, 8(1), 1-19. https://doi.org/10.5296/jmr.v8i1.8419
  • El-tazy, G. W., & Dinana, H. O. (2018). The impact of humorous advertising on consumers’ buying, word of mouth and recall. Journal of Business & Retail Management Research, 12(02). https://doi.org/10.24052/JBRMR/V12IS02/ TIOHAOCBWOMAR
  • Gakhal, B., & Senior, C. (2008). Examining the influence of fame in the presence of beauty: An electrodermal ‘neuromarketing’ study. Journal of Consumer Behaviour, 7(4-5), 331-341. https://doi.org/10.1002/cb.255
  • Jones, T., & Oberauer, K. (2013). Serial-position effects for items and relations in short-term memory. Memory, 21(3), 347-365. https://doi.org/10.1080/09658211.2012.726629
  • Kensinger, E. A. (2009). Remembering the details: Effects of emotion. Emotion Review, 1(2), 99-113. https://doi. org/10.1177/1754073908100432
  • Keshari, P., & Jain, S. (2016). Effect of age and gender on consumer response to advertising appeals. Paradigm, 20(1), 69-82. https://doi.org/10.1177/0971890716637702
  • Kum, S. (2014). Guideline for suitable statistical test selection. Plevra Bulteni, 8(2), 26-29. https://doi.org/10.5152/ pb.2014.08
  • Lauga, D. (2011). Persuasive advertising with sophisticated but impressionable consumers. ACR North American Ad- vances, NA-39. https://www.acrwebsite.org/volumes/1009616/volumes/v39/NA-39
  • LeDoux, J. E. (1995). Emotion: Clues from the brain. Annual Review of Psychology, 46(1), 209-235. https://doi. org/10.1146/annurev.ps.46.020195.001233
  • Li, C. (2009). Primacy effect or recency effect? A long-term memory test of Super Bowl commercials. Journal of Con- sumer Behaviour, 32-44. https://doi.org/10.1002/cb.291
  • Lin, Y.-C., Lee, Y.-C., & Lin, N.-T. (2014). The effect of advertising using advertising appeals, pictures and product cat- egories. Journal of Statistics and Management Systems, 17(1), 71-96.https://doi.org/10.1080/09720510.2013.867716
  • Lunn, D., & Harper, S. (2010). Using galvanic skin response measures to identify areas of frustration for older web 2.0 users. Proceedings of the 2010 International Cross Disciplinary Conference on Web Accessibility (W4A) - W4A ’10, 1. https://doi.org/10.1145/1805986.1806032
  • Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing informa- tion. Psychological Review, 63(2), 81-97. https://doi.org/10.1037/h0043158
  • Panda, T. K., Panda, T. K., & Mishra, K. (2013). Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude. The Iup Journal Of Brand Management, 10(2), 7-23.
  • Pieters, R. G. M., & Bijmolt, T. H. A. (1997). Consumer memory for television advertising: A field study of duration, serial position, and competition effects. Journal of Consumer Research, 23(4), 362-372. https://doi.org/10.1086/209489
  • Samson, L. (2018). The Effectiveness of Using Sexual Appeals in Advertising: Memory for Sexual and Nonsexual Visual Content Across Genders. Journal of Media Psychology, 30(4), 184-195.
  • Scheller, S. (2019). The strategic use of fear appeals in political communication. Political Communication, 36(4), 586- 608. https://doi.org/10.1080/10584609.2019.1631918
  • Sequeira, H., Hot, P., Silvert, L., & Delplanque, S. (2009). Electrical autonomic correlates of emotion. International Jour- nal of Psychophysiology, 71(1), 50-56. https://doi.org/10.1016/j.ijpsycho.2008.07.009
  • Simola, J., Kuisma, J., Öörni, A., Uusitalo, L., & Hyönä, J. (2011). The impact of salient advertisements on reading and attention on web pages. Journal of Experimental Psychology: Applied, 17(2), 174-190. https://doi.org/10.1037/a0024042
  • Stern, R. M., Ray, W. J., & Quigley, K. S. (2001). Psychophysiological Recording (2. bs). New York: Oxford University Press.
  • Wirtz, J. G., Sparks, J. V., & Zimbres, T. M. (2018). The effect of exposure to sexual appeals in advertisements on memory, attitude, and purchase intention: A meta-analytic review. International Journal of Advertising, 37(2), 168-198. https://doi.org/10.1080/02650487.2017.1334996
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Makaleler
Yazarlar

Orhan Kaan Bilgin 0000-0002-4159-8112

Özgül Dağlı 0000-0002-3173-9196

Yayımlanma Tarihi 7 Aralık 2022
Gönderilme Tarihi 14 Eylül 2022
Yayımlandığı Sayı Yıl 2022

Kaynak Göster

APA Bilgin, O. K., & Dağlı, Ö. (2022). Reklam Çekicilikleri, Marka Hatırlanırlığı ve Uyarılma İlişkisinin Deri Tepkisi ile İncelenmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(38), 178-193. https://doi.org/10.31123/akil.1175066