TELEVİZYON REKLAMLARINA YÖNELİK KAÇINMA DAVRANIŞI VE “BAŞKALARININ VARLIĞI”NIN ETKİSİ

Journal of Yasar University, 2015 10(37) 6381-6477 TELEVİZYON REKLAMLARINA YÖNELİK KAÇINMA DAVRANIŞI VE “BAŞKALARININ VARLIĞI”NIN ETKİSİ TV ADVERTISING AVOIDING BEHAVIOR AND THE IMPACT OF “THE PRESENCE OF OTHERS” Yeşim ULUSU, Bahçeşehir Üniversitesi, Türkiye, Serap BATUHAN, Türkiye, Hasan Kemal SUHER, Bahçeşehir Üniversitesi,Türkiye, Öz: Bireyler her gün farklı medya kanallarından gönderilen binlerce mesaja maruz kalırlar ve bu mesajları almak istemediklerinde kaçınma davranışını benimserler. Özellikle reklam kampanyası planlama sürecinin önemli bir unsuru olarak reklamdan kaçınma konusu uzun zamandır reklam alanında çalışan akademisyenler için önemli bir araştırma alanı olmuştur. Reklamdan kaçınma üç boyutta gerçekleşir: davranışsal, mekanik ve bilişsel. Birey, reklam süresince odayı terk edebilir (davranışsal), kanalı değiştirebilir (mekanik) ya da reklamı gözardı edebilir (bilişsel). Reklamdan kaçınma davranışını etkileyen birçok değişken arasında bu çalışma özellikle “başkalarının varlığı” ile televizyon reklamlarına yönelik kaçınma davranışı arasındaki ilişkiyi incelemektedir. “Başkalarının varlığı” insanların reklamları seyretmek yerine ailesi ya da arkadaşlarıyla iletişimde olma niyeti olarak açıklanabilir. Bu ilişkiyi incelemek amacıyla kolayda örneklem yoluyla yüzyüze anket yapılarak veriler toplanmış ve regresyon ve korelasyon analizleriyle değişkenler arasındaki ilişki incelenmiştir. Elde edilen bulgulara göre televizyon reklamlarına yönelik kaçınma davranışı ile “başkalarının varlığı” arasında anlamlı bir ilişki vardır. Ayrıca, “başkalarının varlığı” ile reklamdan kaçınma boyutları olan davranışsal, mekanik ve bilişsel kaçınma arasında da anlamlı ilişki bulunması önemli bir diğer bulgudur. Anahtar Kelimeler: Reklamdan Kaçınma, Davranışsal Kaçınma, Mekanik Kaçınma, Bilişsel Kaçınma, Başkalarının Varlığı Abstract: Each day people are exposed to thousands of messages which they don’t want to receive and they adapt an avoidance behavior towards messages coming from various media. Advertising avoidance is a research area between academicians in advertising field for a long time because it is the most challenging element in campaign planning process. The advertising avoidance behavior occurs in three dimensions: behavioral, mechanical or cognitive. The person may leave the room (behavioral), change the channel (mechanical) or ignore the commercial (cognitive). Among many other variables effecting the avoidance behavior, this study mainly examines the relationship between the “presence of others” and the “advertising avoidance” on television. The “presence of others” can be described as a people’s intention to interact with family or friends rather than attending to commercials. With this aim, the data is collected by a face to face survey with convenience sampling method and applied correlation and regression analysis to examine the relationship between variables. According to the results obtained from the analysis are that there is a significant relationship between “advertising avoidance” and the “presence of others”. Besides, there is also a significant relationship between the “presence of others” and respectively behavioral, mechanical and cognitive avoidance. Keywords: Advertising Avoidance, Behavioral Avoidance, Mechanical Avoidance, Cognitive Avoidance, the Presence of Others 1. INTRODUCTION Today increasing clutter and media fragmentation consumers are exposed to thousands of commercial messages every day. These messages are conveyed not only from traditional media, such as television and newspaper, but through guerrilla media campaigns, viral marketing online and other forms. As a consequence, consumers avoid both content and advertising messages which they are not interested in. Speck & Elliott (1997) suggest the term “advertising avoidance” to describe actions taken by consumers to reduce their exposure to advertisements. With other words, avoidance is the state in which consumers consciously avoid ads. (Tellis 2004, p. 31) When people are distracted by undesirable and unnecessary messages, they want to get out of the situation as soon as possible (Suher and İspir 2010, p. 6). Consumers may avoid an ad for several reasons: First, it may be for low-priced, frequently purchased products which they want no more information. Second, they may be so focused on the program that they find the ad a distraction. Third, they may be so loyal to a rival brand that they do not want opposing information. Fourth, they may find the ad boring or offensive (Tellis 2004, p. 31). On the other hand, according to Roja-Mendez & Davies (2005), people may avoid advertisements for other reasons such as in search of relief from boredom and boring ads due to the excess of TV ads or zapping as a gratifying and enjoyable activity. Advertisers should consider that ad avoidance is a real fact which cannot be ignored (Prendergast, Cheung and West, 2010). Therefore, they must take this avoidance into consideration in planning and executing advertising campaigns. Tse Ulusu, Y.; Batuhan, S. & Suher H.K. / Journal of Yasar University, 2015 10(37) 6465-6477 and Lee (2001) found that %80,8 of viewers use various means to avoid advertisements. According to Speck &Elliot (1997), advertising avoidance is higher for television than other types of media. In this study, ad avoiding behavior is studied in the context of TV advertisements and the term „TV advertising avoiding behavior‟ refers to all actions by television viewers to reduce their exposure to the content of television advertisements (Speck & Elliott, 1997). 2. ADVERTISING AVOIDANCE Advertising avoidance defined as “all actions by media users that differentially reduce their exposure to ad content” (Speck and Elliott 1997, p.61). The first strategic approach about advertising avoidance is presented by Abernethy (1991) and called physical and mechanical avoidance. Physical avoidance is defined as to leave the room and mechanical avoidance is switching the channels during the TV commercials. Speck and Elliott (1997) added a third strategy which is called “cognitive strategy". People can remove a television commercial simply by ignoring it as “a cognitive strategy”, leaving the room as “a behavioral strategy” or switching channels as “a mechanical strategy” (Speck and Elliott 1997, p. 62) Rojaz -Mendez, Davies and Madran (2009), studied mechanical and behavioral advertising avoidance on the base of demographic and attitudinal factors in television. The aim of the study was to get more consistent data on the base of demographic and attitudinal factors by conducting surveys in three different cultures, which are UK, Chile and Turkey. According to the findings of the research males use more mechanical avoidance methods, whereas females use more behavioral avoidance methods. More educated people generally report higher behavioral avoidance. Family size and age help to explain avoidance in some countries but not in others. Overall (...truncated)