THE RELATIONSHIP BETWEEN SCEPTICISM TOWARDS ADVERTISING AND THE FIVE-FACTOR PERSONALITY TRAITS

Özet

Individuals are increasingly becoming more aware and approaching the advertising claims presented to them with scepticism; for this reason, the concept of scepticism towards advertising is important. Individuals who approach advertising with scepticism sometimes do not believe in the claims put forward in the advertisements and sometimes do not trust the justifications related to the products or brands presented to them. The scepticism felt towards advertisements has been observed to decrease the effect of the persuasive powers of the advertisements on the individuals. The personality traits, demographic characteristics, age, education, etc. of individuals have been observed to produce different sceptical attitudes. In view of this, it is the aimof this study to identify the relationship between personality traits within the scope of the five-factor personality theory and the scepticism of consumers towards advertisements. The study has been applied to 132 people who have been selected through convenience sampling. In order to identify the personality traits related to the levels of sceptic approaches towards advertisements, correlation analysis has been used and in order to identify personality traits that have an effect on the levels of sceptic approaches towards advertisements, multiple regression analysis has been used. The results of the study have shown that the dimensions of Sense of Responsibility (Standard Beta=-0,20 p=0,02<0,05), Extroversion (Standard Beta=0,17p=0,04<0,05) and Opennessto Experience (Standard Beta=0,18p=0,04<0,05) have a significant impact on the level of scepticism in consumers’ approach towards advertisements.