SavedAdd your journal

Journals / Istanbul Business Research / 2019 / Cilt: 48 - Sayı: 2

Examining Third-Person Perception in Advertisements within the Context of Optimistic Bias: A Comparison of Turkey and Canada

Reklamlarda Üçüncü Kişi Algısının Yanlı İyimserlik Bağlamında Değerlendirilmesi: Türkiye ve Kanada Karşılaştırması

Nezahat EKİCİ
Bayram Zafer ERDOĞAN
Pages
313–334
Publication Date
2019-11-30
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results, individuals' cultural background and optimistic bias levels have no interaction effect on perceptual and behavioral gap when the product is hedonic.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to examine the interaction between the concepts of third-person perception and optimistic bias - which are highly based on psychology - in the context of suggestive advertisements and purchase intention.
📊
Key Findings & Data:A 2X4 MANOVA was used for analyzing the data.
💡
Conclusion & Impact:According to the results, individuals' cultural background and optimistic bias levels have no interaction effect on perceptual and behavioral gap when the product is hedonic.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Üçüncü kişi algısı · Yanlı iyimserlik · Satın alma niyeti

Abstract

The aim of this study is to examine the interaction between the concepts of third-person perception and optimistic bias - which are highly based on psychology - in the context of suggestive advertisements and purchase intention. For that purpose, data was used drawn via a survey from Canadian and Turkish university students using the convenience sampling method. A 2X4 MANOVA was used for analyzing the data. According to the results, individuals' cultural background and optimistic bias levels have no interaction effect on perceptual and behavioral gap when the product is hedonic. For functional products on the other hand, these two factors have a marginally significant interaction effect on the perceptual gap and a significant interaction effect on the behavioral gap. It is expected that the results obtained will contribute to the knowledge of researchers and practitioners who study the effects of media in the context of culture, advertisement, and consumer behavior.

Özet

Bu çalışmanın amacı üçüncü kişi algısı ve yanlı iyimserlik gibi psikolojik temelli iki kavram arasındaki etkileşimin cinsel içerikli reklamlar ve satın alma niyeti özelinde irdelenmesidir. Bu amaçla, kolayda örnekleme yöntemiyle Kanada ve Türkiye'deki üniversite öğrencilerinden anket yardımıyla elde edilen veriler analiz edilmiştir. Verilerin analizinde 2X4 MANOVA kullanılmıştır. Araştırma sonuçlarına göre ürün hedonik olduğunda bireylerin kültürel geçmişi ve yanlı iyimserlik düzeyleri algısal ve davranışsal boşluk üzerinde birlikte bir etkiye sahip değilken, ürün faydacı olduğunda bu iki faktör algısal boşluk üzerinde marjinal düzeyde anlamlı, davranışsal boşluk üzerinde ise anlamlı düzeyde birlikte bir etkiye sahiptir. Elde edilen sonuçların kültür bağlamında medya etkileri, reklamcılık ve tüketici davranışı üzerine çalışan araştırmacı ve uygulamacılara katkı sağlaması beklenmektedir.

🔖

Cite This Article

EKİCİ, N., ERDOĞAN, B. Z. (2019). Examining Third-Person Perception in Advertisements within the Context of Optimistic Bias: A Comparison of Turkey and Canada. Istanbul Business Research, Cilt: 48 - Sayı: 2, 313–334. https://ajindex.com/articles/65386

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (14)

  1. Chang, C-T., & Tseng, C. H. (2013). Can sex sell bread? The impacts of sexual appeal type, product type and sensation seeking. International Journal of Advertising, 4(32), 559–585.
  2. Chang, E. C., Asakawa, K., & Sanna, L. J. (2001). Cultural variations in optimistic and pessimistic bias: Do Easterners really expect the worst and Easterners really expect the best when predicting future life events? Journal of Personality and Social Psychology, 81, 476–491.
  3. Chapin, J. R. (2000). Not like me: Self vs. other distinctions in first‐person perception. Communication Research Reports, 17(3), 320-330.
  4. Chapin, J. R. (2013). I know you are, but what am I? Adolescents’ third-person perception regarding dating violence. The Journal of Educational Research, 106, 393–398.
  5. Chapin, J.R. (2008). Third-person perception and racism. International Journal of Communication, 2, 1–20.
  6. Chia, S. C., & Wen, N. (2010). College men’s third-person perceptions about idealized body image and consequent behavior. Sex Roles, 63, 542–555.
  7. Chia, S. C., Lu, K. H., & McLeod, D. M. (2004). Sex, lies, and video compact disc: A case study on thirdperson perception and motivations for media censorship. Communication Research, 31, 109–130.
  8. Clow, K., & Baack, D. (2005). The Concise Encyclopedia of Advertising. Routledge. Coelho do Vale, R., & Duarte, J. (2013). Classification of fmcg product macro-categories on the utilitarian vs. hedonic dimensions. Laboratório de Psicologia, 11(1), 29-36.
  9. Davison, W. P. (1983). The third-person effect in communication. Public Opinion Quarterly, 47(1), 1–15.
  10. DeLorme, D. E., Huh, J., & Reid, L. N. (2006). Perceived effects of direct-to-consumer (DTC) prescription drug advertising on self and others - A third-person effect study of older consumers. Journal of Advertising, 35(3), 47–65.
  11. Eisend, M. (2008). Explaining the impact of scarcity claims in advertising: The mediating role of perceptions of susceptibility. Journal of Advertising, 37, 33–40.
  12. Eisend, M. (2015). Persuasion knowledge and third-person perceptions in advertising: The moderating effect of regulatory competence. International Journal of Advertising, 34(1), 54–69.
  13. Erdogan, B. Z. (2000). Constructing a practitioner-based model of selecting celebrity Endorsers (PhD Thesis). University of Strathclyde, UK. Fontaine, K. R., & Smith, S. (1995). Optimistic bias in cancer risk perception: A cross- national study. Psychological Reports, 77, 143–146.
  14. Gouveia, S. O., & Clarke,V. (2001). Optimistic bias for negative a