A field research on the effect of consumer sensitivity to equality in gender roles on their involvement in advertisements

Öz

In today’s world, brands try to strengthen their position in their industry and enhance their connexion with consumers by showcasing themselves on social issues to influence consumers and positively affect their brand image. Gender equality has recently become prominent among these social issues. Accordingly, this study examines consumers’ sensitivity to advertisements that promote gender equality. The aim of this study is to measure the impact of consumers’ sensitivity to equality in gender roles on their involvement in advertisements and to scrutinize their sensitivities and opinions regarding ads in this context. In the research, which employs a mixed-method approach, surveys were conducted online with 300 participants using convenience sampling, and in-depth interviews were conducted with 10 voluntary participants. To achieve the research objectives and test the hypotheses, one of the campaigns focussing on equality in household gender roles from the past year was selected after a pilot study and presented to the participants. According to the research findings, consumers’ sensitivity to equality in gender roles has a significant and positive impact on cognitive and affective involvement in advertisements. Furthermore, participants believed that the message conveyed in the ad could be beneficial in terms of gender equality sensitivity, but they also critically examined equality in household gender roles presented in the advertisement.

Anahtar Kelimeler

• Advertising
• gender roles
• gender equality
• cognitive involvement
• affective involvement

Tüketicilerin toplumsal cinsiyet rollerindeki eşitliğe yönelik duyarlılığının reklamlarla ilgilenime etkisi üzerine bir saha araştırması

Öz

Günümüzde markalar hem faaliyet gösterdikleri sektörde konumunu sağlamlaştırmak hem de tüketicilerle olan bağını güçlendirmek için sosyal konularda kendini göstererek tüketicileri etkilemeye ve marka imajları üzerinde olumlu etkiler oluşturmaya çaba göstermektedir. Bahsedilen bu sosyal konular içerisinde son zamanlarda toplumsal cinsiyet eşitliği öne çıkmaktadır. Buradan hareketle çalışma, tüketicilerin toplumsal cinsiyet eşitliğini içeren reklamlara yönelik gösterdikleri ilgilenimi incelemeyi konu edinmektedir. Bu doğrultuda tüketicilerin ev içi toplumsal cinsiyet rollerindeki eşitliğine yönelik duyarlılığın, reklama gösterdikleri ilgilenim üzerindeki etkisini ölçümlemek ve bu içerikteki reklamlara karşı hassasiyetlerini ve görüşlerini irdelemek amaçlanmaktadır. Karma metodun uygulandığı araştırmada kolayda örneklem yöntemiyle, çevrimiçi ortamda, 300 kişiye anket yapılırken, 10 gönüllü katılımcıyla derinlemesine görüşme gerçekleştirilmiştir. Araştırmanın amacını gerçekleştirebilmek ve ortaya koyulan hipotezleri test etmek amacıyla, son bir yılı kapsayan, ev içi toplumsal cinsiyet rollerindeki eşitliği içeren kampanyalardan biri, pilot çalışma sonrası seçilerek katılımcılara gösterilmiştir. Araştırmanın sonucuna göre, reklama yönelik bilişsel ve duygusal ilgilenim üzerinde, tüketicilerin toplumsal cinsiyet eşitliği duyarlılığının anlamlı ve pozitif yönde bir etkisi olduğu gözlemlenmiştir. Ayrıca katılımcıların reklamda iletilen mesajın toplumsal cinsiyet eşitliğine duyarlılık bakımdan iyileştirici olabileceğini düşünürken, bireylerin reklamda sunulan ev içi toplumsal cinsiyet rollerindeki eşitlik ile ilgili içeriği sorgulayıcı bir şekilde ele aldıkları gözlemlenmektedir.

Anahtar Kelimeler

• Reklam
• toplumsal cinsiyet rolleri
• toplumsal cinsiyet eşitliği
• bilişsel ilgilenim
• duygusal ilgilenim

Kaynakça

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