SAĞLIK İDDİASI İÇEREN GIDA REKLAMLARININ İLETİŞİM ETKİSİNDE SAĞLIK İLGİNLİĞİNİN ROLÜ1

Günümüzde tüketicilerin sağlıklı beslenme ve sağlıklı yaşama olan ilgisinin artmasıyla birlikte pazarlamacılar ürünlerini farklı şekilde konumlandırmaya, gıda firmaları sağlık iddiası olan ürünler sunmaya başlamışlardır. Bu çalışma, sağlık ilginlik seviyesi belirlenmiş katılımcıların gördükleri reklamdaki sağlıkla ilgili üç tür iddiaya yönelik tutumlarını, reklamdaki iddiayı hatırlamalarını ve satın alma niyetlerini, Ayrıntılandırma Olasılığı Modeli (ELM) çerçevesinde değerlendirmeyi amaçlamaktadır. Araştırma kapsamında deneysel araştırma modellerinden faktöryel tasarım kullanılmış, belirlenen amaçlara ulaşmak için nicel veri toplama tekniklerinden yararlanılmıştır. Araştırma bulgularına göre, 48 yaş ve üzerindekiler, evliler ve çocuk sahibi katılımcılar daha yüksek sağlık ilginliklidir ve reklamdaki sağlıkla ilgili iddiya yönelik tutumları daha olumludur. Sağlık ilginlik seviyesi arttıkça, satın alma niyeti azalmakta, sağlıkla ilgili iddiaya yönelik tutumları ile satın alma niyetleri arasında pozitif yönlü bir ilişki bulunmaktadır. Hastalık riskini azaltan iddiaya maruz kalan katılımcılar, reklamdaki iddiayı hatırlamada daha başarılıdır. Araştırma sonucunda elde edilen bulgulara dayanarak, reklamdaki iddia ile reklam görseli uyumuna, sağlık iddialarının doğruluğuna ve demografik özelliklere göre iddialar hazırlanmasına yönelik çıkarımlarda bulunulmuştur

THE ROLE OF CONSUMERS' HEALTH INVOLVEMENT ON COMMUNICATION IMPACT OF FOOD ADVERTISEMENTS WITH HEALTH CLAIMS

Today, as a result of increasement in consumers' interests on healthy diet and life, marketers have begun to position their products differently, and food companies have presented products with health claims. The aim of this research is to assess participants, whose levels of involvement in health have been determined, about their attitudes towards three different types of claims on health in the advertisement they see, their recollections on the claim and their purchase intentions, within the frame of The Elaboration Likelihood Model (ELM). Within the context of the research, it has been used the factorial design amongst the experimental research models, and later, quantitative data collection methods to achieve the particular goal. Data of the research shows that people aged 48 and above, people who are married and have children are more involved in health and their attitudes towards the claim on the advertisement are more positive. As the level of involvement in health increases, buying intention decreases, and there is a positive relationship between the attitudes towards the claim and the purchase intentions of participants. According to the research, the participants who see the disease-risk-reducing claim show more success on recalling the claim of the advertisement. Based on the findings obtained from the research, it may be inferred that claims of advertisements should be prepared according to consistency between the claim and the visual content of the advertisement, accuracy of health claims and demographic features

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Kaynak Göster