REKLAMLARDA KULLANILAN KAYNAĞIN GÜVENİLİRLİĞİNİN SATIN ALMA NİYETİNE ETKİSİ

Erol USTAAHMETOĞLU
2.707 580

Öz


Araştırmanın amacı, reklamlarda kaynağın güvenirliğinin bilişsel tepki düzeyine göre satın alma niyeti üzerine etkisinin belirlemektir. Araştırma, bir su markasının iki ayrı reklam filminin karşılaştırılması ile yürütülmüştür. İlk reklam filminde ünlü, uzman, çekici bir kaynak yer alırken ikinci filmde kaynak ilk reklamdakilerin hiç biri değildir. Araştırma deneysel tasarım kullanılarak benzer özellikte farklı iki gruba iki reklam filminin gösterilmesi ile uygulanmıştır. Reklam filmleri gösterilmeden önce her iki grubun başlangıçtaki tutumları ölçülmüştür. Reklam gösterimi sonrasında reklamı yapılan ürüne yönelik bilişsel tepkiler ve satın alma niyetleri ölçülmüştür.

Deney neticesinde elde edilen veriler 2 (lehte-aleyhte) X 3 (olumlu-nötr-olumsuz) faktöriyel tasarıma göre analiz edilmiştir. Veriler toplanırken öğrenciler örnek olarak seçilmişlerdir (n=159). Satın alma niyeti bağımlı değişkenine ilave olarak deneklerin başlangıçtaki tutumu ve reklamı yapılan ürüne yönelik bilişsel tepkiyi içeren iki bağımsız değişken ilave edilmiştir. Yüksek güvenirliği olan kaynağın düşük güvenirliği olan kaynağa göre satın alma niyetinin geçmiş ön bilgi olumsuz ise, daha yüksek olduğu bulunmuştur. Ayrıca diğer bulgular ve tartışmalara yer verilmiştir.

Anahtar Kelimeler: Kaynağın Güvenirliliği, Tutum Değişimi, Reklam, İletişim

JEL Sınıflandırması: M30, M31, M37

THE EFFECT OF SOURCE CREDIBILITY USED IN ADVERTISING ON PURCHASE INTENTION

Abstract

The aim of this research is to determine the effect of source credibility in the advertisements on purchase intention by the cognitive response level. The research has been carried out by comparison of the two different commercials prepared for a water brand. Whereas the first ad film has a celebrity, expert and attractive source, there is no obvious feature of source at the second commercial. By using experimental design, the research was applied to two different groups with similar properties and two commercial films were shown to them. The initial attitudes of both groups were measured before the ads. Their cognitive responses and purchase intentions to the ads were measured after respondents watched the ads. The data obtained as a result of the experiment 2 (favorable-unfavorable) X 3 (positive-neutral-negative) was analyzed by factorial design. In this research we used a student sample (n = 159).In addition to the dependent variable, the two independent variables that contains purchase intention, respondents' initial attitude and cognitive response to the advertised product were added. Highly credible sources will be more persuasive than less credible sources when the receiver is initially unfavorable toward message. In addition, other findings and implications are given.

Keywords: Source Credibility, Attitude Change, Commercial, Communication

JEL Classification: M30, M31, M37


Anahtar kelimeler


Kaynağın Güvenirliliği, Tutum Değişimi, Reklam, İletişim

Tam metin:

PDF


DOI: http://dx.doi.org/10.18092/ijeas.39520

Referanslar


ARISTOTELES, Retorik, çeviren. M. H. Doğan (2012) Yapı Kredi Yayınları, İstanbul.

BAKER, M. J. ve G. A. Churchill (1977), “The Impact of Physically Attrac-tive Models on Advertising Evaluations”, Journal of Marketing Research, Vol.14(4), 538-555,

BATRA, R. ve M. L. Ray (1986), “Situational Effects of Advertising Repeti-tion: The Moderating Influence of Motivation, Ability, and Opportunity to Re-spond” Journal of Consumer Research, Vol.12(4), 432-445.

BENOITA, William L. (1987), “Argumentation and credibility Appeals in Persuasion”, Southern Speech Communication Journal, Vol.52(2), 181-197.

BOCK, D. G. ve T. J. Saine, (1975), “The Impact of Source Credibility, Atti-tude Valence, and Task Sensitization on Trait Errors in Speech Evaluations”, Speech Monograph, Vol.42(3). 229-236.

BURTON, S., D. R., Lichtenstein, R. G. Netemeyer, J. A. Garreston (1998), “A Scale For Measuring Attitude Toward Private Label Products and an Examination of Its Psychological and Behavioral Correlates”, Journal of the Academy of Marketing Science, Vol. 26(4), 293-306.

COOK, T. D. (1969), “Competence, Counterarguing and Attitude Change”, Journal of Personality, Vol.37(2), 342-358.

GOLDSMITH, R. E., B. A Lafferty, ve S. J. Newell (2000), “The Impact of Corporate Credibility and Celebrity Credibility on Consumer Reaction to Adver-tisements and Brands” Journal of Advertising, Vol.29(3), 43-54.

HARMON, R. R. ve K. A. Coney (1982), “The Persuasive Effects of Source Credibility in Buy and Lease Situations”, Journal of Marketing Research, Vol.19(2), 255-260.

HOVLAND, C.I., ve A. H Pritzker (1957), “Extent of Opinion Change As a Function of Amount of Change Advocated”, Journal of Abnormal and Social Psy-chology, Vol.54(2), 257-261.

HOVLAND, C.I., ve H.T. Weiss (1951) “The Influence of Source Credibility on Communication Effectiveness”, Public Opinion Quarterly, Vol.15(4), 635-650.

McGINNIES, Elliott (1973), “Initial Attitude, Source Credibility and In-volvement as Factors in Persuasion”, Journal of Experimental Social Psychology, Vol.9(4), 285–296.

OHANIAN, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractive-ness”, Journal of Advertising, Vol.19(3), 39-52.

PETTY, R. E., J.T. Cacioppo ve D. Schumann (1983), “Central and Peri-pheral Routes to Advertising Effectiveness: The Moderating Role of Involvement” Journal of Consumer Research, Vol. 10(2), 135-146.

PUTREVU, S. ve K. R. Lord (1994), “Comparative and noncomparative ad-vertising: Attitudinal Effects Under Cognitive and Affective Involvement Condi-tions” Journal of Advertising, Vol.23(2), 77-91.

ROMERO, A. A, C.R. Agnew ve C.A., Insko, (1996), “The Cognitive Medi-ation Hypothesis Revisited: An Empirical Response to Methodological and Theoret-ical Criticism”, Personality and Social Psychology Bulletin, Vol.22(7), 651-665.

SIMON, L., J. Greenberg ve J. Brehm (1995), “Trivialization: The Forgotten mode of Dissonance Reduction”, Journal of Personality and Social Psychology, Vol.68(2), 247-260.

STERNTHAL, B., R. Dholakia and C. Leavitt (1978), “The Persuasive Effect of Source Credibility: Tests of Cognitive Response” Journal of Consumer Research Vol.4(4), 252-260.

TAYLOR, S. E., L. A. Peplau ve D. O. Sears (2006), Social Psychology, Pearson Education,

WILSON, E. J. ve D. L Sherrell (1993), “Source Effects in Communication and Persuasion Research: A Meta-Analysis of Effect Size” Journal of the Academy of Marketing Science, Vol.21(2), 101-112.

WRIGHT, P. L. (1973), “The Cognitive Processes Mediating Acceptance of Advertising”, Journal of Marketing Research, Vol.10(1), 53-62.

WANG, A. (2005), “The Effects of Expert and Consumer Endorsements on Audience Response”, Journal of Advertising Research, Vol. 45(4), 402-412.