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Reklamlarda Üçüncü Kişi Algısının Yanlı İyimserlik Bağlamında Değerlendirilmesi: Türkiye ve Kanada Karşılaştırması

Author

Listed:
  • Nezahat EKİCİ

    (Karamanoğlu Mehmetbey Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Karaman, İşletme Bölümü, Karaman, Türkiye)

  • Bayram ZAFER

    (Anadolu Üniversitesi, İşletme Fakültesi, İşletme Bölümü, Eskişehir, Türkiye)

Abstract

Bu çalışmanın amacı üçüncü kişi algısı ve yanlı iyimserlik gibi psikolojik temelli iki kavram arasındaki etkileşimin cinsel içerikli reklamlar ve satın alma niyeti özelinde irdelenmesidir. Bu amaçla, kolayda örnekleme yöntemiyle Kanada ve Türkiye'deki üniversite öğrencilerinden anket yardımıyla elde edilen veriler analiz edilmiştir. Verilerin analizinde 2X4 MANOVA kullanılmıştır. Araştırma sonuçlarına göre ürün hedonik olduğunda bireylerin kültürel geçmişi ve yanlı iyimserlik düzeyleri algısal ve davranışsal boşluk üzerinde birlikte bir etkiye sahip değilken, ürün faydacı olduğunda bu iki faktör algısal boşluk üzerinde marjinal düzeyde anlamlı, davranışsal boşluk üzerinde ise anlamlı düzeyde birlikte bir etkiye sahiptir. Elde edilen sonuçların kültür bağlamında medya etkileri, reklamcılık ve tüketici davranışı üzerine çalışan araştırmacı ve uygulamacılara katkı sağlaması beklenmektedir.

Suggested Citation

  • Nezahat EKİCİ & Bayram ZAFER, 2019. "Reklamlarda Üçüncü Kişi Algısının Yanlı İyimserlik Bağlamında Değerlendirilmesi: Türkiye ve Kanada Karşılaştırması," Istanbul Business Research, Istanbul University Business School, vol. 48(2), pages 313-334, November.
    • Handle: RePEc:ist:ibsibr:v:48:y:2019:i:2:p:313-334
    DOI: 10.26650/ibr.2019.48.0023
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    References listed on IDEAS

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