Gültaze GÜL, Nezihe TÜFEKCİ, Ömer Kürşad TÜFEKÇİ

Sağlıklı Yaşam Biçimi Olarak Beslenme: Reklamlara Tepkinin EEG ile Belirlenmesi

Obezite günümüzün önemli sorunlarından biridir. Obezitenin de en önemli nedeni beslenme alışkanlıklarıdır. Sağlıklı bir yaşam biçimi oluşturabilmek için beslenme alışkanlıklarının düzenlenmesi gerekmektedir. Ancak birçok çevresel değişken beslenme alışkanlıklarının düzenlenmesini engellemektedir. Bu değişkenlerden birisi de reklamlardır. Reklamlar bireyin ilgisini çekmeye yönelik ve tüketim amaçlı kurgulanmaktadır. Bu yönüyle reklamlar bireylerin beslenme alışkanlıklarına da yön vermektedir. Bu kapsamda bu araştırmada tüketicilerin beslenme reklamlarına yönelik beyin tepkilerinin EEG ile ölçülmesi amaçlanmıştır. Araştırmada hem sağlıklı olduğu düşünülen reklamlar hem de sağlıklı olmadığı düşünülen reklamlar gönüllü katılımcılara izletilmiştir. Elde edilen EEG verileri WinEEG ve SPSS paket programlarında analiz edilmiştir. WinEEG ile yapılan analizde parametre haritaları incelenmiş, elde edilen sayısal veriler ise SPSS ile frekansları değerlendirilmiştir. Araştırma sonucunda araştırmaya katılan bireylerin eylemleri ile söylemleri arasında farklılıklar olduğu görülmüştür. Gönüllü katılımcılar bazı reklamlarda yer alan beslenme öğelerine yönelik her ne kadar sağlıklı olmadığını ifade etseler de, beyin aktiviteleri o ürünler karşısında olumlu tepkiler vermiştir. Gönüllü katılımcıların beyin aktiviteleri en çok kola, cips ve marşmelov reklamlarına yönelik olumlu tepki verirken; en az bulgur, kuruyemiş ve doğal yoğurt reklamlarına yönelik olumlu tepkinin oluştuğu sonucuna ulaşılmıştır.

Nutrition as a Healthy Lifestyle: Determination of Advertisements Response with EEG

Obesity is one of the important problems of today. The most important cause of obesity is eating habits. Nutritional habits need to be regulated in order to create a healthy lifestyle. However, many environmental variables prevent the regulation of eating habits. One of these variables is advertisements. Advertisements are designed to attract the attention of the individual and for consumption purposes. In this respect, advertisements also direct the eating habits of individuals. In this context, in this study, it is aimed to measure the brain responses of consumers to nutrition advertisements with EEG. In the research, both the advertisements that are considered to be healthy and the advertisements that are thought to be unhealthy were watched by the volunteer participants. The obtained EEG data were analyzed in WinEEG and SPSS package programs. In the analysis made with WinEEG, parameter maps were examined, and the frequencies of the obtained numerical data were evaluated with SPSS. As a result of the research, it was seen that there were differences between the actions and discourses of the individuals participating in the research. Although the volunteer participants stated that they were not healthy for the nutritional items in some advertisements, their brain activities gave positive reactions to those products. While the brain activities of the volunteer participants mostly responded positively to the coke, chips and marshmallow advertisements; it was concluded that there was at least a positive reaction to the bulgur, dried fruit and natural yogurt advertisements.

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