Adolescents' skepticism toward advertising: A study in Turkish culture
[ N/A ]
Tarih
2010
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bilgesel Yayincilik San & Tic Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Adolescents' skepticism toward advertising: a study in Turkish Culture This study aims to investigate adolescents' skepticism toward advertising and examines factors affecting their skeptical attitudes toward advertising. The sample for the study includes high-school students. They were selected using cluster sampling method and the data were collected by face to face interviews. The scales were tested by exploratoty factor analysis, confirmatory factor analysis and reliability analysis and the hypotheses were tested using regression analysis. The results show that Turkish adolescents are highly skeptical in their attitudes toward advertising. It has been also found that parents and peers play an important role in shaping adolescents' skeptical attitudes. However there is no significant relationship between the extent of television watching and skeptical attitudes toward advertising. Parents and peer environments, especially concept-oriented communication among family members, positively affect the market knowledge of adolescents. The behavioral consequences of adolescents' disbelief of ads have also been tested. Turkish adolescents rely on other information sources (Such as; consumer continents, parents, peers, internet, etc.) rather than television advertisements when they make a decision to purchase any product.
Açıklama
Anahtar Kelimeler
Advertising, skepticism, peers, parents, adolescents
Kaynak
Iktisat Isletme Ve Finans
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
25
Sayı
297
