THE EFFECT OF HEALTH CONSCIOUSNESS, SKEPTICISM TO ADVERTISING AND PERSUASIVENESS ON ATTITUDE: A RESEARCH ON A TWO-SIDED FOOD ADVERTISING MESSAGE

Yıl 2022, , 1203 - 1216, 31.12.2022

Erol Ustaahmetoğlu , İsmail Tamer Toklu

https://doi.org/10.47525/ulasbid.1185925

Öz

This research aims to determine the effect of the level of skepticism to unhealthy food ads and the level of health consciousness on the persuasiveness of the ad, attitude towards the ad, and purchase intention. It is being investigated whether the legal regulations made work. The data were collected by a questionnaire made among university students selected by convenience sampling and analyzed by structural equation modeling. To sum up, the persuasiveness level of the two-sided ad is significant to the attitude towards the ad and purchase intention. the persuasiveness variable mediates the effect of skepticism towards two-sided ads on the attitude towards the ad. Consumers' health consciousness has an impact on the perception of the persuasiveness of the ad and the attitude towards the ad. The persuasiveness variable mediates the effect of health consciousness on attitude in two-sided advertising messages. Finally, discussions and suggestions were made about the academic and practical reflections of the hypotheses.

Anahtar Kelimeler

Health consciousness, Persuasiveness of the ad, Skepticism to ad, Junk food, Two-sided message

SAĞLIK BİLİNCİ, REKLAMA YÖNELİK KUŞKU VE İKNANIN TUTUMA ETKİSİ: ÇİFT YANLI GIDA REKLAM MESAJI ÜZERİNE ARAŞTIRMA

Öz

Bu araştırma sağlıksız gıda reklamlarına karşı duyulan kuşku düzeyi ve sağlık bilinci düzeyinin reklamın ikna ediciliği, reklama yönelik tutum ve satın alma niyeti üzerindeki etkisini belirleme amacı taşımaktadır. Yapılan yasal düzenlemelerin gerçekte işe yarayıp yaramadığı araştırılmaktadır. Veriler, kolayda örnekleme yöntemi ile seçilen üniversite öğrencileri arasında yapılan anket ile toplanmış, yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuç olarak, çift yanlı reklamın ikna edicilik düzeyi, reklama yönelik tutum, satın alma niyeti üzerinde etkilidir. Çift yanlı reklamlara yönelik kuşkunun reklama yönelik tutum üzerindeki etkisinde ikna edicilik değişkeninin aracılık etkisi vardır. Tüketicilerin sağlık bilinçleri reklamın ikna ediciliğini algılama ve reklama yönelik tutum üzerinde etkilidir. Çift yanlı reklam mesajlarında sağlık bilincinin tutum üzerindeki etkisine ikna edicilik değişkeni aracılık etmektedir. Son olarak elde edilen hipotez sonuçlarının akademik ve pratik yansımalarına dair tartışma ve öneriler yapılmıştır.

Anahtar Kelimeler

Sağlık bilinci, Reklamın ikna ediciliği, Reklama yönelik kuşku, Abur cubur, Çift yanlı mesaj

Kaynakça

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