DIFFERENCES BETWEEN MEN AND WOMEN IN FIXATION: A STUDY ON PRINTED ADVERTISEMENT

Öz

Manifesting the perceptual and cognitive differences between men and women is of key importance for the disciplines of marketing and consumer behavior, specifically in addressing the needs and demands of the target market in the most accurate way and establishing effective communications with them. In this study, we aim to determine the visual fixation differences between men and women through advertising images, and to identify which elements and regions of the visuals are of greater importance in reaching the male and female consumers. Even though the the previous studies in different disciplines report findings about this tendency, the number of studies in the marketing field in which these differences have been tested on advertisements is rather limited. Considering this gap in the literature, the findings of the eye-tracking study conducted with 117 participants reveal that, visual fixation patterns of men and women are different, and they tend to focus on different items in the visuals. The use of these findings in the design of marketing communications may have important consequences in enhancing communication effectiveness.

Anahtar Kelimeler

• Visual tracking,visual fixation,gender,communications,advertisement

GÖRSEL ODAKLANMADA KADIN VE ERKEKLER ARASI FARKLILIKLAR: BASILI REKLAM GÖRSELLERİ ÜZERİNE BİR ÇALIŞMA

Öz

Kadınlar ve erkekler arasındaki algısal ve bilişsel farklılıkların ortaya konulması, pazarlama ve tüketici davranışları disiplinleri açısından büyük önem taşımakta, hedef kitlenin istek ve ihtiyaçlarına en doğru şekilde hitap edebilmek ve etkin bir iletişim kurabilmek için anahtar rol oynamaktadır. Bu çalışmada, reklam görselleri üzerinden kadın ve erkekler arasındaki görsel odaklanma farklılıklarının ve dolayısı ile kadın ve erkek tüketicilere ulaşmada görsellerin hangi öğelerinin ve bölgelerinin daha büyük önem teşkil ettiğinin tespit edilmesi amaçlanmıştır. Farklı alanlarda yapılmış önceki çalışmalarda, kadın ve erkeklerin bu eğilimlerine ilişkin bulgulara rastlanmakla birlikte, bu farklılıkların pazarlama alanında ve reklam görselleri üzerinde test edildiği çalışmaların sayısı oldukça kısıtlıdır. Literatürdeki bu eksiklik göz önüne alınarak, 117 katılımcı ile gerçekleştirilen göz tarama (eye-tracking) çalışması sonucunda, kadın ve erkeklerin odaklanma örüntülerinin farklı olduğu ve farklı görsel öğelere odaklanma eğilimi gösterdikleri tespit edilmiştir. Bu bulguların pazarlama iletişimi tasarımında kullanılması iletişim etkinliğinin arttırılması açısından son derece önemli sonuçlar doğurabilecek niteliktedir.

Anahtar Kelimeler

• Göz taraması,görsel odaklanma,cinsiyet,iletişim,reklam

Kaynakça

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