-

Öz

Today, as a result of increasement in consumers’ interests on healthy diet and life, marketers have begun to position their products differently, and food companies have presented products with health claims. The aim of this research is to assess participants, whose levels of involvement in health have been determined, about their attitudes towards three different types of claims on health in the advertisement they see, their recollections on the claim and their purchase intentions, within the frame of The Elaboration Likelihood Model (ELM). Within the context of the research, it has been used the factorial design amongst the experimental research models, and later, quantitative data collection methods to achieve the particular goal. Data of the research shows that people aged 48 and above, people who are married and have children are more involved in health and their attitudes towards the claim on the advertisement are more positive. As the level of involvement in health increases, buying intention decreases, and there is a positive relationship between the attitudes towards the claim and the purchase intentions of participants. According to the research, the participants who see the disease-risk-reducing claim show more success on recalling the claim of the advertisement. Based on the findings obtained from the research, it may be inferred that claims of advertisements should be prepared according to consistency between the claim and the visual content of the advertisement, accuracy of health claims and demographic features

Anahtar Kelimeler

• Health Involvement, Health Claim in Ads, Nutrition Claim in Ads, Disease Risk Reduction Claim in Ads, Elaboration Likelihood

SAĞLIK İDDİASI İÇEREN GIDA REKLAMLARININ İLETİŞİM ETKİSİNDE SAĞLIK İLGİNLİĞİNİN ROLÜ

Öz

Günümüzde tüketicilerin sağlıklı beslenme ve sağlıklı yaşama olan ilgisinin artmasıyla birlikte pazarlamacılar ürünlerini farklı şekilde konumlandırmaya, gıda firmaları sağlık iddiası olan ürünler sunmaya başlamışlardır. Bu çalışma, sağlık ilginlik seviyesi belirlenmiş katılımcıların gördükleri reklamdaki sağlıkla ilgili üç tür iddiaya yönelik tutumlarını, reklamdaki iddiayı hatırlamalarını ve satın alma niyetlerini, Ayrıntılandırma Olasılığı Modeli (ELM) çerçevesinde değerlendirmeyi amaçlamaktadır. Araştırma kapsamında deneysel araştırma modellerinden faktöryel tasarım kullanılmış, belirlenen amaçlara ulaşmak için nicel veri toplama tekniklerinden yararlanılmıştır. Araştırma bulgularına göre, 48 yaş ve üzerindekiler, evliler ve çocuk sahibi katılımcılar daha yüksek sağlık ilginliklidir ve reklamdaki iddiya yönelik tutumları daha olumludur. Sağlık ilginlik seviyesi arttıkça, satın alma niyeti azalmakta, iddiaya yönelik tutumları ile satın alma niyetleri arasında pozitif yönlü bir ilişki bulunmaktadır. Hastalık riskini azaltan iddiaya maruz kalan katılımcılar, reklamdaki iddiayı hatırlamada daha başarılıdır. Araştırma sonucunda elde edilen bulgulara dayanarak, reklamdaki iddia ile reklam görseli uyumuna, sağlık iddialarının doğruluğuna ve demografik özelliklere göre iddialar hazırlanmasına yönelik çıkarımlarda bulunulmuştur.

Anahtar Kelimeler

• Sağlık İlginliği, Reklamda Sağlık İddiası, Reklamda Besin İddiası, Reklamda Hastalık Riskini Azaltan İddia

Kaynakça

1. Altunışık, Remzi; Coşkun, Recai; Yıldırım, Engin ve Bayraktaroğlu, Serkan. 2007. Sosyal Bilimlerde Araştırma Yöntemleri SSPS Uygulamalı (5. Baskı). Sakarya: Sakarya Yayıncılık.
2. Andrews, J. Craig; Netemeyer, Richard G. ve Burton, Scot. 1998. “Consumer Generalization Of Nutrient Content Claims in Advertising”. Journal of Marketing 62 (4), 62-75.
3. Ares, Gaston; Gimenez, Ana ve Gambaro, Adriana. 2009. “Consumer Perceived Healthiness and Willingness to Try Functional Milk Desserts. Influence of Ingredient, Ingredient Name and Health Claim”. Food Quality and Preference 20 (1), 50–56.
4. Balasubramanian, Siva K. ve Cole, Catherine. 2002. “Consumers’ Search and Use of Nutrition Information: The Challenge and Promise of The Nutrition Labeling and Education Act”. Journal of Marketing 66 (3), 112- 127.
5. Bauer, Raymond A. ve Greyser, Stephen A. 1968. Advertising in America: The Consumer View. Boston: Harvard University Press.
6. Bech-Larsen, Tino ve Grunert, Klaus G. 2003. “The Perceived Healthiness of Functional Foods: A Conjoint Study of Danish, Finnish and American Consumers’ Perception of Functional Foods”. Appetite 40 (1), 9-14.
7. Bhaskaran, Suku ve Hardley, Felicity. 2002. “Buyer Bliefs, Attitudes and Behaviour: Foods with Therapeutic Claims”. The Journal of Consumer Marketing 19 (7), 591- 606.
8. Bitner, Mary J. ve Obermiller, Carl. 1985. “The Elaboration Likelihood Model: Limitations and Extensions in Marketing”. Advances in Consumer Research 12 (1), 420- 425.

9. Bogue, Joe; Coleman, Therese ve Sorenson, Douglas. 2005. “Determinants of Consumers’ Cietary Behaviour for Health-Enhancing Foods”. British Food Journal 107 (1), 4- 16.
10. Brucks, Merrie; Mitchell, Andrew A. ve Staelin, Richard. 1984. “The Effect of Nutritional Information Disclosure in Advertising: An Information Processing Approach”. Journal of Public Policy and Marketing 3 (1), 1-25.
11. Büyüköztürk, Şener. 2001. Deneysel Desenler. Ankara: Pegem Akademi Yayınevi.
12. Byrd-Bredbenner, Carol ve Grasso, Darlene. 2001. “The Effects of Food Advertising Policy on Televised Nutrient Content Claims and Health Claims”. Family Economics and Nutrition Review 13 (1), 37- 49.
13. Cacioppo, John T. ve, Petty, Richard E. 1984. “The Elaboration Likelihood Model of Persuasion”. Advances in Consumer Research 11, 673-675.
14. Calfee, John E. ve Pappalardo, Janis K. 1991. “Public Policy Issues in Health Claims For Foods”. Joumal of Public Policy & Marketing 10 (1), 33- 53.
15. Celsi, Richard L. ve Olson, Jerry C. 1988. “The Role of Involvement in Attention and Comprehension Processes”. Journal of Consumer Research 15 (2), 210- 224.
16. Cervellon, Marie-Cecile ve Dube, Laurette. 2000. “Standardisation Versus Cultural Adaptation in Food Advertising: Insights From A Two-Culture Market”. International Journal of Advertising 19 (4), 429- 447.
17. Cole, Catherine A. 2003. “Advertising Nutrition and Health: Evidence From Food Advertising, 1977–1997”. Journal of Public Policy & Marketing 22 (2), 228- 229.
18. Creswell, John W. 2003. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (2. Baskı). USA: Sage Publications, Inc.
19. Dacko, Scott G. 2000. “Causes And Consequences of Follower Firms’ Low-Fat Food Advertising Spending”. International Journal of Advertising 19 (4), 449- 470.
20. Demirtaş Madran, Andaç H. 2012. Tutum, Tutum Değişimi ve İkna. Ankara: Nobel Akademik Yayıncılık.
21. De Jong, Nynke; Ocke, Marga C.; Branderhorst, Hester A. C. ve Friele, Roland. 2003. “Demographic and Lifestyle Characteristics of Functional Food Consumers and Dietary Supplement Users”. British Journal of Nutrition 89 (2), 273- 281.
22. Eagly, Alice H. ve Chaiken, Shelly. 1993. The Psychology of Attitudes. Orlando, FL, US: Harcourt Brace Jovanovich College Publishers. Efsa. 2011. Nutrition and Health Claims. European Food Safety Authority. http://www.efsa.europa.eu/en/nda/ndaclaims.htm (Erişim tarihi: 23.03.2011).
23. Elden, Müge. 2013. Reklam ve Reklamcılık (2. Baskı). İstanbul: Say Yayınları.
24. Erdoğan, İrfan. 1998. SPSS Kullanım Örnekleriyle Araştırma Dizaynı ve İstatistik Yöntemleri. Ankara: Emel Matbaası
25. Erkuş, Adnan. 2005. Bilimsel Araştırma Sarmalı. Ankara: Seçkin Yayınevi. Europa. 2011. Health Claims. Gateway http://ec.europa.eu/food/food/labellingnutrition/claims/health_claims_en.htm (Erişim tarihi: 23.03.2011). to The European Union.
26. Evans, Martin M.; Jamal, Ahmad ve Foxall, Gordon. 2006. Consumer Behaviour. England: John Wiley & Sons Ltd.
27. Filiz, Hande. 2007. Tutum Oluşumlarının Reklam İletişimine Etkileri ve Reklam Yoluyla Tutum Oluşturma. http://www.halklailiskiler.com.tr (Erişim tarihi: 14.04.2011).
28. Flynn, Reinecke Leisa ve Goldsmith, Ronald E. 1993. “Application of The Personal Involvement in Marketing”. Psychology & Marketing 10 (4), 357- 366.
29. Hawkes, Corinna. 2004. The Global Regulatory Environment Around Nutrition Labelling. World Health Organiızation.
30. Kearney, Mary; Kelly, Alan ve Gibney, Michael J. 1998. “Attitudes Toward and Beliefs About Nutrition and Health Among A Nationally Representative Sample of Irish Adults: Application of Logistic Regression Modelling”. Journal of Nutrition Education 30 (3), 139–148.
31. Kim, Kihan; Cheong, Yunjae ve Zheng, Lu. 2009. “The Current Practices in Food Advertising The Usage and Effectiveness Of Different Advertising Claims”. International Journal of Advertising 28 (3), 527- 553.
32. Klassen, Michael L.; Wauer, Suzanne M. ve Cassel, Sheila. 1991. “Increases in Health And Weight Loss Claims in Food Advertising in The Eighties”. Journal of Advertising Research 31 (6), 32- 37.
33. Krystallis, Athanasios; Maglaras, George ve Mamalis, Spyridon. 2008. “Motivations and Cognitive Structures of Consumers in Their Purchasing of Functional Foods”. Food Qual Prefer 19 (6), 525–538.
34. Lahteenmaki, Liisa. 2013. “Claiming Health in Food Products”. Food Quality and Preference 27 (2), 196–201.
35. Lalor, Fiona; Madden, Ciara; McKenzie, Kenneth ve Wall, Patrick G. 2011. “Health Caims on Foodstuffs: A Focus Group Study of Consumer Attitudes”. Journal of Functional Foods 3 (1), 56-59.
36. Levy, Alan S.; Derby, Brenda M. ve Roe, Brian. 1997. Consumer Impacts of Health Claims: An Experimental Study. Food and Drug Administration. Center for Food Safety and Applied Nutrition. Washington, DC: Division of Market Studies.
37. Ling, Kwek Chon; Piew, Tan Hoi ve Chai, Lau Teck. 2010. “The Determinants of Consumers’ Attitude Towards Advertising”. Canadian Social Science 6 (4), 114- 126.
38. Lord, John B.; Eastlack, Joseph O.; Stanton, John L. 1987. “Health Claims in Food Advertising: Is There A Bandwagon Effect?” Journal of Advertising Research 27 (2), 9- 15.
39. Lyly, Marika, Roininen, Katariina, Honkapaa, Kaisu; Poutanen, Kaisa ve Lahteenmaki, Liisa. 2007. “Factors Influencing Consumers’ Willingness To Use Beverages And Ready-To-Eat Frozen Soups Containing Oat Beta-Glucan in Finland, France and Sweden”. Food Qual Prefer 18 (2) , 242– 255.
40. Mazis, Michael B. ve Raymond, Marry Anne. 1997. “Consumer Perception of Health Claims in Advertisements and on Food Labels”. The Journal of Consumer Affairs 31 (1), 10- 26.
41. Moon, Young Sook. 2010. “How Food Ads Communicate 'Health' With Children: A Content Analysis of Korean Television Commercials”. Asian Journal of Communication 20 (4), 456-476.
42. Moriarty, Sandra. 1991. Creative Advertising (2. Baskı). New Jersey: Prentice- Hall Inc.
43. Nestle, Marion; Wing, Rena; Birch, Leann; Disogra, Lorelei; Drewnowski, Adam; Middleton , Suzette; Sigman-Grant, Madeleine; Sobal, Jeffery; Winston, Mary ve Economos, Christina. 1998. “Behavioral and Social Influences on Food Choice”. Nutrition Reviews 56 (5), 50–64.
44. Nocella, Giuseppe ve Kennedy, Orla. 2012. “Food Health Claims– What Consumers Understand”. Food Policy 37 (5), 571–580.
45. Olsen, Svein Ottar. 2003. “Understanding The Relationship Between Age And Seafood Consumption: The Mediating Role Of Attitude, Health İnvolvement and Convenience”. Food Quality and Preference 14 (3), 199- 209.
46. Parker, Betty J. 2003. “Food for health: The Use Of Nutrient Content, Health, and Structure/Function Claims in Food Advertisements”. Journal of Advertising 32 (3), 47- 55.
47. Patterson, Ruth E.; Kristal, Alan R.; Lynch, James C. ve White, Emily. 1995. “Diet-Cancer Related Beliefs, Knowledge, Norms and Their Relationship to Healthful Diets”. Journal of Nutritional Education 27 (2), 86– 92.
48. Pedersen, Susanne; Gronhoj, Alice ve Bech-Larsen, Tino. 2012. “Family Members’ Roles in Healthy-Eating Socialization Based on A Healthy-Eating Intervention”. Young Consumers 13 (3), 208-223.
49. Petty, Richard E.; Cacioppo, John T. 1981. “Issue Involvement As A Moderator of The Effects on Attitudes of Advertising Content and Context”. Associasion for Consumer Research 8 (1), 20- 24.
50. Petty, Richard E. ve Cacioppo, John T. 1984. “Source Factors and The Elaboration Likelihood Model of Persuasion”. Advances in Consumer Research 11 (1), 668-672.
51. Pieniak, Zuzanna; Verbeke, Wim; Scholderer, Joachim; Brunso, Karen ve Olsen, Svein Ottar. 2008. “Impact of Consumers' Health Beliefs, Health Involvement and Risk Perception on Fish Consumption: A Study in Five European Countries”. British Food Journal 110 (9), 898-915.
52. Punch, Keith F. 2005. Sosyal Araştırmalara Giriş Nicel ve Nitel Yaklaşımlar. (Çev: D. Bayrak, H.B. Arslan, Z. Akyüz). Ankara: Siyasal Kitabevi.
53. Putrevu, Samjay ve Lord, Kenneth R. 1994. “Comparative and Noncomparative Advertising: Attitudinal Effects Under Cognitive and Affective Involvement Conditions”. Journal of Advertising 23 (2), 77- 91.
54. Roe, Brian; Levy, Alan S. ve Derby, Brenda M. 1999. “The Impact of Health Claims on Consumer Search and Product Evaluation Outcomes: Results from FDA Experimental Data”. Journal of Public Policy & Marketing 18 (1), 89- 105.
55. Roininen, Katariina; Lahteenmaki, Liisa ve Tuorila, Hely. 1999. “Quantification of Consumer Attitudes to Health and Hedonic Characteristics of Foods”. Appetite 33 (1), 71–88.
56. Rozin, Paul; Fischler, Claude; Imada, Sumio; Sarubin, Allison ve Wrzesniewski, Amy. 1999. “Attitudes to Food and The Role of Food in Life in The U.S.A., Japan, Flemish, Belgium and France: Possible Implications to Diet- Health Debate”. Appetite 33 (2), 163-180.
57. Saba, Anna; Vassallo, Marco; Shepherd, Richard; Lampila, Piritta; Arvola, Anne; Dean, Moira; Winkelmann, Markus; Claupein, Erika ve Lahteenmaki, Liisa. 2010. “Country- Wise Differences in Perception of Health-Related Messages in Cereal-Based Food Products”. Food Quality and Preference 21 (4), 385–393.
58. Scholten, Marc. 1996. “Lost and Found: The Information-Processing Model of Advertising Effectiveness”. Journal of Business Research 37 (2), 97-104.
59. Siegrist, Michael; Stampfli, Nathalie ve Kastenholz, Hans. 2008. “Consumers’ Willingness To Buy Functional Foods. The Influence of Carrier, Benefit and Trust”. Appetite 51 (3), 526-529.
60. Sutherland, Max ve Sylvester, Alice K. 2004. Reklam ve Tüketici Zihni. İstanbul: MediaCat Yayınları.
61. Tsang, Melody M.; Ho, Shu Chun ve Liang, Ting- Peng. 2004. “Consumer Attitude Toward Mobile Advertising: An Empirical Study”. International Journal of Electronic Commerce 8 (3), 65-78. Türkiye Madensuyu Üreticileri Derneği
62. (TÜRKMASUDER). 1999. Maden Suyu ve Sağlık.
63. http://www.masuder.org.tr/MadenSuyu/MadenSuyuveSa%C4%9Fl%C4%B1k/tabid/1103/Default.aspx
64. (Erişim tarihi: 22.08.2013).
65. Urala, Nina ve Lahteenmaki, Liisa. 2003. “Reasons Behind Consumers’ Functional Food Choices”. Nutrition & Food Science 33 (4), 148–158.
66. Verbeke, Wim; Scholderer Joachim ve Lahteenmaki, Liisa. 2009. “Consumer Appeal of Nutrition and Health Claims in Three Existing Product Concepts”. Appetite 52 (3), 684–692.
67. Wang, Chingning; Zhang, Ping; Choi, Risook ve D’eredita, Michael. 2002. “Understanding Consumers Attitude Toward Advertising”. Proceedings of the Eighth Americas Conference on Information Systems, 1143-1148.
68. Wansink, Brian ve Cheney, Mathew M. 2005. “Leveraging FDA Health Claims”. The Journal of Consumer Affairs 39 (2), 386- 398.
69. Wells, William; Burnett, John ve Moriarty, Sandra. 2000. Advertising: Principles and Practice (5. Baskı). New Jersey: Prentice- Hall Inc.
70. Williams, Peter. 2005. “Consumer Understanding and Use of Health Claims For Foods”. Nutrition Science and Policy 63 (7), 256- 264.
71. Williams, Peter; Ridges, Leisa; Batterham, Marijka; Ripper, Bridget ve Hung, Man Chi. 2008. “Australian Consumer Attitudes to Health Claim- Food Product Compatibility For Functional Foods”. Food Policy 33 (6), 640-643.
72. Wills, Josephine M.; Bonsmann, Stefan S. G.; Kolka, Magdalena ve Grunert, Klaus G. 2012. “Symposium 2: Nutrition And Health Claims: Help or Hindrance European Consumers and Health Claims: Attitudes, Understanding and Purchasing Behavior”. Proceedings of The Nutrition Society 71 (2), 229–236.
73. Zaichkowsky, Judith Lynne. 1985. “Measuring The Involvement Construct”. Journal of Consumer Research 12 (3), 341-352.
74. Zaichkowsky, Judith Lynne. 1986. “Conceptualizing Involvement”. Journal of Advertising 15 (2), 4-34.
75. Zhang, Ping ve Wang, Chingning. 2005. “An Empirical Study On Consumer’s Perceived Value and Attitude Toward Advertising”. Proceedings of The 6th Global Information Technology and Management (GITM) World Conference June 5-7, Anchorage, Alaska.