Yazılı Reklamda Aldatma Algısı Üzerine Bir Ön Çalışma

Yıl 2010, Cilt: 7 Sayı: 2, 24 - 37, 01.12.2010

Ertuğrul Gödelek

Öz

Reklam harcamaları ve yatırımlarındaki yukarıya doğru ve istikrarlı artış, reklamcılığın giderek artan önemine işaret etmektedir. Tüketici “aldatma algısı” ile ilgili uygun veri olmadığı için, bu araştırmada belli bir değişkeni derinlemesine incelemek yerine, çok sayıda değişkeni ele almak hedeflenmiştir. 50 si kadın ve 50 si erkek olmak üzere Mersin Üniversitesi Sosyal Bilimler (psikoloji, sosyoloji, felsefe, ekonomi, işletme) bölümlerinden 100 öğrenciyle çalışılmıştır. Aldatma algısı üzerine etkisi olabilecek çok sayıda değişken arasında konuyla ilgisi olduğu düşünülen bazı değişkenler araştırmada ele alınmıştır. Beklendiği üzere, aldatma algısı üzerine etkisi olduğu düşünüldüğü için seçilmiş olan bu az sayıda değişkenin gerçekten de aldatma algısı üzerine etkisi olduğu bulunmuştur

Anahtar Kelimeler

reklam, algı, aldatma, aldatma algısı

The Perception of Deception in Printed Advertising: An Exploratory Study

Öz

The importance of the advertising function is indicated in part by the size of the advertising expenditures and by the generally steady upward trend of advertising investments. Because of the lack of pertinent data on consumer perception of deception this study takes as its purpose an attempt to explore a wide range of topics in general, rather than a limited topic in extreme depth One-hundred subjects were drawn from social sciences (psychology, sociology, philosophy, economics, management) pool at the University of Mersin, fifty of which were female and fifty which were male. From many thousand of variables concerning perceived deception which could have been investigated, and those which appeared to have some relevance were investigated. As expected, even after a handful of variables were carefully selected for exploration of possible effects on perceived deception, few did have an effect

Anahtar Kelimeler

advertising, perception, deception, perception of deception

Kaynakça

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