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

Yıl 2015, Cilt: 10 Sayı: 37, 6465 - 6477, 15.01.2015
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.

Kaynakça

  • Abernethy A. M., (1991). Television exposure: Programs vs. Advertising. Advertising Current Issues and Research in Advertising. 13 (Spring), pp.61-78.
  • Belk, R. W., (1975). Situational variables and consumer behavior. Journal of Consumer Research. 2 (December), pp. 157-164.
  • Cho C. & Cheon H. J., (2004). Why do people avoid advertising on the internet. Journal of Advertising. 33 (4), pp. 89-97.
  • Clancey, M., (1994). The television audience examined. Journal of Advertising Research. 34 (July/August), pp. 78-87.
  • Dannaher P. J., (1995). What happens to television ratings during commercial breaks? Journal of advertising Research. 35 (January/February), pp. 37-48.
  • DeVellis F. Robert. (2003). Scale Development: Theory and Applications. Thousand Oaks, CA: Sage Publication
  • Ferguson D. A. & Perse E. M., (1993). Media and audience influences on channel repertoire. Journal of Broadcasting and Electronic Media. 37 (Winter), pp. 31-47.
  • Fishbein, M. & Ajzen, I., (1975). Beliefs, attitude, intention and behavior: An introduction to theory and research, reading, MA: Addison-Westley.
  • Hair, Jr. F. Joseph., Anderson, E. Rolph, Tatham, L. Ronald and Black, C. Willams., (1998). Multivariate Data Analysis. America: NJ Prentice Hall Inc.
  • Heeter C. & Greenber B. S., (1985). Profiling the zappers. Journal of Advertising Research. 25 (April/May), pp. 15-19.
  • Howitt, D. and Cramer D., (2011). Introduction to SPSS Statistics in Psychology for Version 19 and Earlier. Fifth Edition. England: Pearson Education Limited
  • Kalaycı, Şeref., (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 5. Baskı., Ankara: Asil Yayın Dağıtım
  • Kaplan B. M., (1985). The real issue is communication. Journal of Advertising. 16 (1), pp. 64-72.
  • Kreitner, R., & Kinicki, A., & Buelens, M., (2002). Organizational Behaviour. America: McGraw Hill Publishing.
  • Lee S. & Lumpkin J. R., (1992). Differences in attitude toward TV advertising. VCR usage as a moderator. International Journal of Advertising. 11 (4), pp. 333-342.
  • Moriarty, S. E. & Everett, S., (1994). Commercial breaks: A viewing behavior study. Journalism Quartely. 71 (2), pp. 346-345.
  • Nunnally, Jum C., (1978). Psychometric Theory, Third Edition, New York: McGraw Hill.
  • Pallant, J., (2013). SPSS Survival Manual. 5rd Edition. New York: Open University Press.
  • Prendergast, G. & Cheung, W. & West, D., (2010). Antecedents to advertising avoidance in China. Journal of Current Issues and Research in Advertising. 32 (2), pp. 87-99.
  • Rojaz-Mendez J. I. & Davies G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research. 45 (1) pp. 34-48.
  • Rojaz-Mendez J. I. & Davies G. & Madran C., (2009). Universal differences in advertising avoidance behavior: A cross-cultural study. Journal of Business Research. 62 (1) pp. 947-954.
  • SIFO Research International, The quiet consumer revolt, (2002), (Download Date: 16 January 2014). (www.sifo.reserach-ınt.se).
  • Soley, L., (1984). Factors affecting television attentiveness: A research note. Current Issues & Research in Advertising. 7(1), pp. 141-148.
  • Speck P. S. & Elliott M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising. 26 (3), pp. 61-76.
  • Suher, H. K. & İspir, N. B., (2010). Televizyon ve gazetede reklamdan kaçınmayı etkileyen değişkenler. Journal of Selçuk Communication 6 (2), pp. 5-23
  • Tabachnick, B. G. & Fidell, L. S., (2014). Using multivariate statistics. 6th Edition. Newyork: Pearson.
  • Tellis, G., (2004). Effective advertising: Understanding when, how and why advertising work. America: Sage Publications
  • Tse, A. & Lee, R. (2001). Zapping behavior during commercial breaks. Journal of Advertising Research,
  • (3), 25-29.
  • Vizu Corporation, Market Research Report, 2008. (Download Date: 16 January 2014). http://brandlift.vizu.com/knowledge-resources/research/pdf/Why_Consumers_Hate_Ads.pdf
  • Yorke D. A., & Kitchen P. J., (1985). Channel flickers and video speeders. Journal of Advertising Research. 25 (April/May) pp. 21-25.
  • Zufryden F. S., Pedrick J. H. and Sankaralingam A., (1993). Zapping and its impact on brand purchase behavior. 33 (January/February) pp. 58-66.

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

Yıl 2015, Cilt: 10 Sayı: 37, 6465 - 6477, 15.01.2015
https://doi.org/10.19168/jyu.52522

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

Kaynakça

  • Abernethy A. M., (1991). Television exposure: Programs vs. Advertising. Advertising Current Issues and Research in Advertising. 13 (Spring), pp.61-78.
  • Belk, R. W., (1975). Situational variables and consumer behavior. Journal of Consumer Research. 2 (December), pp. 157-164.
  • Cho C. & Cheon H. J., (2004). Why do people avoid advertising on the internet. Journal of Advertising. 33 (4), pp. 89-97.
  • Clancey, M., (1994). The television audience examined. Journal of Advertising Research. 34 (July/August), pp. 78-87.
  • Dannaher P. J., (1995). What happens to television ratings during commercial breaks? Journal of advertising Research. 35 (January/February), pp. 37-48.
  • DeVellis F. Robert. (2003). Scale Development: Theory and Applications. Thousand Oaks, CA: Sage Publication
  • Ferguson D. A. & Perse E. M., (1993). Media and audience influences on channel repertoire. Journal of Broadcasting and Electronic Media. 37 (Winter), pp. 31-47.
  • Fishbein, M. & Ajzen, I., (1975). Beliefs, attitude, intention and behavior: An introduction to theory and research, reading, MA: Addison-Westley.
  • Hair, Jr. F. Joseph., Anderson, E. Rolph, Tatham, L. Ronald and Black, C. Willams., (1998). Multivariate Data Analysis. America: NJ Prentice Hall Inc.
  • Heeter C. & Greenber B. S., (1985). Profiling the zappers. Journal of Advertising Research. 25 (April/May), pp. 15-19.
  • Howitt, D. and Cramer D., (2011). Introduction to SPSS Statistics in Psychology for Version 19 and Earlier. Fifth Edition. England: Pearson Education Limited
  • Kalaycı, Şeref., (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, 5. Baskı., Ankara: Asil Yayın Dağıtım
  • Kaplan B. M., (1985). The real issue is communication. Journal of Advertising. 16 (1), pp. 64-72.
  • Kreitner, R., & Kinicki, A., & Buelens, M., (2002). Organizational Behaviour. America: McGraw Hill Publishing.
  • Lee S. & Lumpkin J. R., (1992). Differences in attitude toward TV advertising. VCR usage as a moderator. International Journal of Advertising. 11 (4), pp. 333-342.
  • Moriarty, S. E. & Everett, S., (1994). Commercial breaks: A viewing behavior study. Journalism Quartely. 71 (2), pp. 346-345.
  • Nunnally, Jum C., (1978). Psychometric Theory, Third Edition, New York: McGraw Hill.
  • Pallant, J., (2013). SPSS Survival Manual. 5rd Edition. New York: Open University Press.
  • Prendergast, G. & Cheung, W. & West, D., (2010). Antecedents to advertising avoidance in China. Journal of Current Issues and Research in Advertising. 32 (2), pp. 87-99.
  • Rojaz-Mendez J. I. & Davies G. (2005). Avoiding television advertising: Some explanations from time allocation theory. Journal of Advertising Research. 45 (1) pp. 34-48.
  • Rojaz-Mendez J. I. & Davies G. & Madran C., (2009). Universal differences in advertising avoidance behavior: A cross-cultural study. Journal of Business Research. 62 (1) pp. 947-954.
  • SIFO Research International, The quiet consumer revolt, (2002), (Download Date: 16 January 2014). (www.sifo.reserach-ınt.se).
  • Soley, L., (1984). Factors affecting television attentiveness: A research note. Current Issues & Research in Advertising. 7(1), pp. 141-148.
  • Speck P. S. & Elliott M. T. (1997). Predictors of advertising avoidance in print and broadcast media. Journal of Advertising. 26 (3), pp. 61-76.
  • Suher, H. K. & İspir, N. B., (2010). Televizyon ve gazetede reklamdan kaçınmayı etkileyen değişkenler. Journal of Selçuk Communication 6 (2), pp. 5-23
  • Tabachnick, B. G. & Fidell, L. S., (2014). Using multivariate statistics. 6th Edition. Newyork: Pearson.
  • Tellis, G., (2004). Effective advertising: Understanding when, how and why advertising work. America: Sage Publications
  • Tse, A. & Lee, R. (2001). Zapping behavior during commercial breaks. Journal of Advertising Research,
  • (3), 25-29.
  • Vizu Corporation, Market Research Report, 2008. (Download Date: 16 January 2014). http://brandlift.vizu.com/knowledge-resources/research/pdf/Why_Consumers_Hate_Ads.pdf
  • Yorke D. A., & Kitchen P. J., (1985). Channel flickers and video speeders. Journal of Advertising Research. 25 (April/May) pp. 21-25.
  • Zufryden F. S., Pedrick J. H. and Sankaralingam A., (1993). Zapping and its impact on brand purchase behavior. 33 (January/February) pp. 58-66.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Yesim Ulusu Bu kişi benim

Serap Batuhan Bu kişi benim

Hasan Suher Bu kişi benim

Yayımlanma Tarihi 15 Ocak 2015
Yayımlandığı Sayı Yıl 2015 Cilt: 10 Sayı: 37

Kaynak Göster

APA Ulusu, Y., Batuhan, S., & Suher, H. (2015). TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”. Yaşar Üniversitesi E-Dergisi, 10(37), 6465-6477. https://doi.org/10.19168/jyu.52522
AMA Ulusu Y, Batuhan S, Suher H. TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”. Yaşar Üniversitesi E-Dergisi. Nisan 2015;10(37):6465-6477. doi:10.19168/jyu.52522
Chicago Ulusu, Yesim, Serap Batuhan, ve Hasan Suher. “TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF ‘THE PRESENCE OF OTHERS’”. Yaşar Üniversitesi E-Dergisi 10, sy. 37 (Nisan 2015): 6465-77. https://doi.org/10.19168/jyu.52522.
EndNote Ulusu Y, Batuhan S, Suher H (01 Nisan 2015) TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”. Yaşar Üniversitesi E-Dergisi 10 37 6465–6477.
IEEE Y. Ulusu, S. Batuhan, ve H. Suher, “TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF ‘THE PRESENCE OF OTHERS’”, Yaşar Üniversitesi E-Dergisi, c. 10, sy. 37, ss. 6465–6477, 2015, doi: 10.19168/jyu.52522.
ISNAD Ulusu, Yesim vd. “TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF ‘THE PRESENCE OF OTHERS’”. Yaşar Üniversitesi E-Dergisi 10/37 (Nisan 2015), 6465-6477. https://doi.org/10.19168/jyu.52522.
JAMA Ulusu Y, Batuhan S, Suher H. TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”. Yaşar Üniversitesi E-Dergisi. 2015;10:6465–6477.
MLA Ulusu, Yesim vd. “TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF ‘THE PRESENCE OF OTHERS’”. Yaşar Üniversitesi E-Dergisi, c. 10, sy. 37, 2015, ss. 6465-77, doi:10.19168/jyu.52522.
Vancouver Ulusu Y, Batuhan S, Suher H. TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS”. Yaşar Üniversitesi E-Dergisi. 2015;10(37):6465-77.