Şafak ŞAHİN, Önder YÖNET, Hasan Kemal SUHER

REKLAMA YÖNELİK ŞÜPHECİLİK: ANNE-BABA VE ÇOCUKLARI ARASINDAKİ FARKLAR ÜZERİNE BİR İNCELEME

Bu çalışmada Obermiller ve Spangenberg’in 2000 yılındaki araştırmasından hareketle çocukların reklama yönelik şüphecilik düzeyleri, bu düzeylerin ebeveynlerine ve aile içi sosyalleşmeye göre değişip değişmediği incelenmiştir. Araştırma sonuçlarına göre çocukların reklama yönelik şüphecilik düzeylerinin anne ve babalarının reklama yönelik şüphecilik düzeylerine göre değiştiği gözlemlenmiştir. Reklama yönelik şüphecilik noktasında özelikle kız çocukların babaları ile etkileşime geçerken erkek çocukların anneleri ile daha fazla etkileşime geçtiği tespit edilmiştir. Ayrıca sosyalleşme ve evden ayrılma durumları açısından bakıldığında çocukların reklama yönelik şüphecilik düzeylerinin anne ve babalarına göre değiştiği görülmüştür

Anahtar Kelimeler:

Reklam, reklam şüpheciliği

SKEPTICISM TOWARD ADVERTISING: A STUDY ON THE DIFFERENCES BETWEEN PARENTS AND CHILDREN

In this study, acting in accordance with the research of Obermiller and Spangenberg 2000 , children’s levels of skepticism toward advertising were examined. It has also been searched whether these levels vary with their parents’ levels of skepticism toward advertising or socialization in the family. The results have shown that children’s levels of skepticism toward advertising vary with their mothers’ and fathers’ levels of skepticism toward advertising. Furthermore it has been identified that skepticism levels of female children correlate more with that of their fathers, whereas the skepticism levels of male children correlate more with that of their mothers. Besides, when socialization and time away from home are considered, children’s levels of skepticism toward advertising has also been found to vary according to their mothers’ and fathers’ levels of skepticism toward advertising

Keywords:

Advertising, advertising skepticism,

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