Reklam Çekicilikleri, Marka Hatırlanırlığı ve Uyarılma İlişkisinin Deri Tepkisi ile İncelenmesi

Bir yöntem olarak nöropazarlama, geleneksel pazarlama araştırma yöntemleri ile elde edilmesi mümkün olmayan verilere ulaşmayı sağlar. Marka hatırlanırlığı, tüketiciyi satın alma yönünde ikna etmeyi sağlayan unsurlardan biri, reklam çekiciliği ise iknanın gerçekleşmesi için kullanılan stratejik mesajlar olarak ifade edilmektedir. Bu çalışmanın amacı, tüketicilerin televizyon reklamlarına yönelik uyarılmalarının marka hatırlanırlığı ve reklam çekiciliği ile ilişkisini araştırmaktır. Bu amaç doğrultusunda; cinsellik, korku, mizah, sıcaklık ve rasyonel çekicilikleri içeren 15 reklam 31 katılımcıya rastgele sıralarda sunulmuş ve bu esnada yenilikçi bir ölçümleme tekniği olan Galvanik Deri Tepkisi ölçümü yapılmıştır. Ölçümden 24 – 30 saat sonra katılımcılardan kendilerine izletilen reklamlardaki markaların isimlerini önce yardımsız ve ardından yardımlı hatırlamaları istenmiştir. Veriler üzerinde yapılan analizden elde edilen sonuçlar reklam çekiciliği ile marka hatırlanırlığı arasında bir ilişki olduğunu ancak bu ilişki üzerinde uyarılmanın bir etkisi bulunmadığını göstermiştir. Bununla birlikte, reklamın sunum sırasının da marka hatırlanırlığı ile ilişkili olduğu görülmüş ve bu sonuç Seri Konum Etkisi çerçevesinde tartışılmıştır. Elde edilen bulgular literatürdeki benzer araştırmalar ile kıyaslanarak değerlendirilmiştir.

Anahtar Kelimeler:

Reklam Çekiciliği, Marka Hatırlanırlığı, Uyarılma, Galvanik Deri Tepkisi, Seri Konum Etkisi

Examining the Relationship Between Advertising Appeals, Brand Recall and Arousal by Skin Response

As a method, neuromarketing provides access to data that cannot be obtained with traditional marketing research methods. Brand recall is one of the elements that persuade the consumer to buy. However, advertising appeals are expressed as the strategic messages used for the realization of persuasion. The aim of this study is to investigate the relationship between consumers’ arousal towards television advertisements and brand recall and advertisement appeals. In accordance with this purpose; 15 advertisements containing sex, fear, humor, warmth and rational appeals were randomly presented to the 31 participants, during which an innovative research technique Galvanic Skin Response was measured. In order to measure the effects of the order of presentation of the stimuli on memory, namely the serial position effect, the advertisements were shown to the participants in different orders. After 24 – 30 hours, the participants were asked to first unaided- then aided-recall the brands’ names in the advertisements they were watched. The results obtained from the analysis of the data showed that there was a relationship between advertising appeals and brand recall, but arousal had no effect on it. In addition, the item order of the advertisements was also found to be associated with brand recall and this result was discussed within the framework of the Serial Position Effect. The findings were evaluated by comparing them with similar studies in the literature.

Keywords:

Advertising Appeals, Brand Recall, Arousal, Galvanic Skin Response, Serial Order Effect.,

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