TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”

Yıl 2015, , 6465 - 6477, 15.01.2015

Yesim Ulusu Serap Batuhan Hasan Suher

https://doi.org/10.19168/jyu.52522

Öz

Each day people are exposed to thousands of messages which they don’t want to receive and they adapt an avoidance behavior towards messages coming from various media. Advertising avoidance is a research area between academicians in advertising field for a long time because it is the most challenging element in campaign planning process. The advertising avoidance behavior occurs in three dimensions: behavioral, mechanical or cognitive. The person may leave the room (behavioral), change the channel (mechanical) or ignore the commercial (cognitive). Among many other variables effecting the avoidance behavior, this study mainly examines the relationship between the “presence of others” and the “advertising avoidance”
on television. The “presence of others” can be described as a people’s intention to interact with family or friends rather than attending to commercials. With this aim, the data is collected by a face to face survey with convenience sampling method and applied correlation and regression analysis to examine the relationship between variables. According to the results obtained from the analysis are that there is a significant relationship between “advertising avoidance” and the “presence of others”. Besides, there is also a significant relationship between the “presence of others” and respectively behavioral, mechanical and cognitive avoidance.

Anahtar Kelimeler

Advertising Avoidance, Behavioral Avoidance, Mechanical Avoidance, Cognitive Avoidance, the Presence of Others

TELEVİZYON REKLAMLARINA YÖNELİK KAÇINMA DAVRANIŞI VE “BAŞKALARININ VARLIĞI”NIN ETKİSİ

Öz

Bireyler her gün farklı medya kanallarından gönderilen binlerce mesaja maruz kalırlar ve bu mesajları almak istemediklerinde kaçınma davranışını benimserler. Özellikle reklam kampanyası planlama sürecinin önemli bir unsuru olarak reklamdan kaçınma konusu uzun zamandır reklam alanında çalışan akademisyenler için önemli bir araştırma alanı olmuştur. Reklamdan kaçınma üç boyutta gerçekleşir: davranışsal, mekanik ve bilişsel. Birey, reklam süresince odayı terk edebilir (davranışsal), kanalı değiştirebilir (mekanik) ya da reklamı gözardı edebilir (bilişsel). Reklamdan kaçınma davranışını etkileyen birçok değişken arasında bu çalışma özellikle “başkalarının varlığı” ile televizyon reklamlarına yönelik kaçınma davranışı arasındaki ilişkiyi incelemektedir. “Başkalarının varlığı” insanların reklamları seyretmek yerine ailesi ya da arkadaşlarıyla iletişimde olma niyeti olarak açıklanabilir. Bu ilişkiyi incelemek amacıyla kolayda örneklem yoluyla yüzyüze anket yapılarak veriler toplanmış ve regresyon ve korelasyon analizleriyle değişkenler arasındaki ilişki incelenmiştir. Elde edilen bulgulara göre televizyon reklamlarına yönelik kaçınma davranışı ile “başkalarının varlığı” arasında anlamlı bir ilişki vardır. Ayrıca, “başkalarının varlığı” ile reklamdan kaçınma boyutları olan davranışsal, mekanik ve bilişsel kaçınma arasında da anlamlı ilişki bulunması önemli bir diğer bulgudur

Anahtar Kelimeler

Reklamdan Kaçınma, Davranışsal Kaçınma, Mekanik Kaçınma, Bilişsel Kaçınma, Başkalarının Varlığı

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