Does, Likes of Advertisements Containing Cultural Elements, Different According to Demographic Characteristic?

Abstract

Purpose – The aim of this study is to examine the differentiation of the sense of like (positive motivation- pleasantness)   toward video advertisements containing cultural elements, according to the demographic characteristics of the participants, who were born and raised in Turkey and share the same culture.

Design/methodology/approach– The experimental phase of the research was carried out with 77 (29F+48M) participants selected by convenient sampling. As a data collection tool in the experiment, the brain signals of the participants were collected by EEG (electroencephalography) against advertising stimuli and the level of like of the participants was measured using the frontal alpha (8-13 Hz) asymmetry method. The demographic information of the participants and the like scores they declared in line with the scale were collected with the form. Findings were obtained by performing independent T-test, Kruskal Wallis H-test and Pearson Correlation analyzes from the data using the SPSS program.

Findings – As a result of the study, it was seen that video ads containing cultural elements left a positive impression on individuals who grew up in the same culture. It was observed that women's level of like score was higher than men's. The level of like of individuals raised as a matriarch differs significantly compared to those raised in a patriarchal manner. It was observed that the level of education, marital status and the place of childhood did not differ significantly in the level of like. By making use of the findings, it was seen that women and grew up in a matriarchal environment increased their like for

cultural elements. The other finding is that there is no significant relationship between EEG like score and declaration like score.

Discussion – In the research carried out, it was seen that the use of cultural elements in advertisements creates a sense of like. In addition, it has been observed that it creates a more effective affect on women and on grow up in a matriarchal environment. This study showed that the cultural elements to be used in advertisements should be emphasized according to the target consumer group for advertising designers and marketers. The other result is that it has been seen that the statements of people about their likes do not reflect the truth. This shows that neuromarketing tools are an effective marketing research tool when they do not objectively reveal the preferences and decisions of the individual.