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Sağlıklı Yaşam Biçimi Olarak Beslenme: Reklamlara Tepkinin EEG ile Belirlenmesi

Year 2022, Volume: 8 Issue: 2, 520 - 539, 30.07.2022
https://doi.org/10.31592/aeusbed.1114498

Abstract

Obezite günümüzün önemli sorunlarından biridir. Obezitenin de en önemli nedeni beslenme alışkanlıklarıdır. Sağlıklı bir yaşam biçimi oluşturabilmek için beslenme alışkanlıklarının düzenlenmesi gerekmektedir. Ancak birçok çevresel değişken beslenme alışkanlıklarının düzenlenmesini engellemektedir. Bu değişkenlerden birisi de reklamlardır. Reklamlar bireyin ilgisini çekmeye yönelik ve tüketim amaçlı kurgulanmaktadır. Bu yönüyle reklamlar bireylerin beslenme alışkanlıklarına da yön vermektedir. Bu kapsamda bu araştırmada tüketicilerin beslenme reklamlarına yönelik beyin tepkilerinin EEG ile ölçülmesi amaçlanmıştır. Araştırmada hem sağlıklı olduğu düşünülen reklamlar hem de sağlıklı olmadığı düşünülen reklamlar gönüllü katılımcılara izletilmiştir. Elde edilen EEG verileri WinEEG ve SPSS paket programlarında analiz edilmiştir. WinEEG ile yapılan analizde parametre haritaları incelenmiş, elde edilen sayısal veriler ise SPSS ile frekansları değerlendirilmiştir. Araştırma sonucunda araştırmaya katılan bireylerin eylemleri ile söylemleri arasında farklılıklar olduğu görülmüştür. Gönüllü katılımcılar bazı reklamlarda yer alan beslenme öğelerine yönelik her ne kadar sağlıklı olmadığını ifade etseler de, beyin aktiviteleri o ürünler karşısında olumlu tepkiler vermiştir. Gönüllü katılımcıların beyin aktiviteleri en çok kola, cips ve marşmelov reklamlarına yönelik olumlu tepki verirken; en az bulgur, kuruyemiş ve doğal yoğurt reklamlarına yönelik olumlu tepkinin oluştuğu sonucuna ulaşılmıştır.

Thanks

Isparta Uygulamalı Bilimler Üniversitesi, Isparta Nöro Bilim Uygulama ve Araştırma Merkezi çalışanlarına araştırmadaki katkılarından dolayı teşekkür ederiz.

References

  • Bronfenbrenner, U., & Morris, P. (2006). The bioecological model of human development. Theoretical models of human development (5 ed). R. M. Lerner, & W. Damon (Vol. Eds.), Handbook of child Psychology (793-828), Vol. 1, New York: Wiley.
  • Chapman, K., Nicholas, P., & Supramaniam, R. (2006). How much food advertising is there on Australian television?. Health Promotion International, 21(3), 172-180.
  • De Ridder, D., & De Wit, J. (2006). Self-regulation in health behavior: Concepts, theories and central issues. D. De Ridder, & J. De Wit (Eds.). Self-regulation in health behavior (3-23). New York: John Wiley Sons.
  • Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviours on social media. Media and Communication, 4(3), 35-49.
  • Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., & King, L. (2014). Digital junk: food and beverage marketing on Facebook. American journal of public health, 104(12), e56-e64.
  • Hsu, M. S., Rouf, A., & Allman-Farinelli, M. (2018). Effectiveness and behavioral mechanisms of social media interventions for positive nutrition behaviors in adolescents: a systematic review. Journal of Adolescent Health, 63(5), 531-545.
  • Jagadesan, S., Ranjani, H., Pradeepa, R., & Mohan, V. (2010). Obesity reduction and awareness and screening of noncommunicable diseases through group education in children and adolescents (ORANGE): Methodology Paper (ORANGE-1). Journal of Diabetes Science and Technology Obesity Technology, 4(5), 1256–1265.
  • Kelly, B., Vandevijvere, S., Ng, S., Adams, J., Allemandi, L., Bahena‐Espina, L., ... & Swinburn, B. (2019). Global benchmarking of children's exposure to television advertising of unhealthy foods and beverages across 22 countries. Obesity Reviews, 20, 116-128.
  • Kodama, H. (2008). Dietary Habits that Protect Children from Lifestyle-related Diseases: From the perspective of dietary education. Journal of the Japan Medical Association, 136(12), ss. 2361-2365.
  • Koumoundourou, G., Tsaousis, I., & Kounenou, K. (2010). Parental influences on Greek adolescents' career decision-making difficulties: The mediating role of core self-evaluations. Journal of Career Assessment, 19(2), 165–182.
  • Kuzbicka, K., & Rachoń, D. (2013). Bad eating habits as the main cause of obesity among children. Pediatric Endocrinology, Diabetes and Metabolism, 19(3), 106–110.
  • Larson, M. J., ve Carbine, K. A. (2017). Sample size calculations in human electrophysiology (EEG and ERP) studies: A systematic review and recommendations for increased rigor. International Journal of Psychophysiology, 111, ss. 33–41.
  • Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
  • McKinley, C. J., & Wright, P. J. (2014). Informational social support and online health information seeking: Examining the association between factors contributing to healthy eating behavior. Computers in Human Behavior, 37, 107-116.
  • Mohammed, M. S., Sendra, S., Lloret, J., & Bosch, I. (2018). Systems and WBANs for controlling obesity. Journal of Healthcare Engineering. https://doi.org/10.1155/2018/ 1564748.
  • Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication. Journal of medical Internet research, 15(4), e1933.
  • Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson: Australia.
  • Musaiger, A. O., & Al-Hazzaa, H. M. (2012). Prevalence and risk factors associated with nutrition-related noncommunicable diseases in the Eastern Mediterranean region. International Journal of General Medicine, 5, 199–217.
  • Nguyen, D., Brennan, L., Parker, L., Phan-Le, N.T., Chorazy, E. (2020). Social media mechanics and marketing strategy. Social Marketing and Advertising in the Age of Social Media (Eds. Parker, L., Brennan, L.), Edward Elgar Publishing: Cheltenham, UK.
  • Oh, H. J., Lauckner, C., Boehmer, J., Fewins-Bliss, R., & Li, K. (2013). Facebooking for health: An examination into the solicitation and effects of health-related social support on social networking sites. Computers in human behavior, 29(5), 2072-2080.
  • Patel, P. A. (2011). Bioecological theory of development. Encyclopedia of child behavior and development (Eds. S. Goldstein, & J. A. Naglieri). Springer: Boston, MA.
  • Pem, D., & Jeewon, R. (2015). Fruit and vegetable intake: Benefits and progress of nutrition. Education interventions- narrative review article. Iranian Journal of Public Health, 44(10), 1309–1321.
  • Raj, M., & Kumar, R. K. (2010). Obesity in children and adolescents. Indian Journal of Medical Research, 132(5), 598-607.
  • Rosenheck, R. (2008). Fast food consumption and increased caloric intake: a systematic review of a trajectory towards weight gain and obesity risk. Obesity reviews, 9(6), 535-547.
  • Rouhani, M. H., Haghighatdoost, F., Surkan, P. J., & Azadbakht, L. (2016). Associations between dietary energy density and obesity: A systematic review and meta-analysis of observational studies. Nutrition, 32(10), 1037-1047.
  • Rutsaert, P., Regan, Á., Pieniak, Z., McConnon, Á., Moss, A., Wall, P., & Verbeke, W. (2013). The use of social media in food risk and benefit communication. Trends in food science & technology, 30(1), 84-91.
  • Sahoo, K., Sahoo, B., Choudhury, A. K., Sofi, N. Y., Kumar, R., & Bhadoria, A. S. (2015). Childhood obesity: Causes and consequences. Journal of Family Medicine and Primary Care, 4(2), 187–192.
  • Scully, M., Dixon, H., & Wakefield, M. (2009). Association between commercial television exposure and fast-food consumption among adults. Public health nutrition, 12(1), 105-110.
  • Seidell, J. C., & Halberstadt, J. (2015). The global burden of obesity and the challenges of prevention. Annals of Nutrition and Metabolism, 66(Suppl 2), 7–12.
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
  • Smithers, L. G., Haag, D. G., Agnew, B., Lynch, J., & Sorell, M. (2018). Food advertising on Australian television: frequency, duration and monthly pattern of advertising from a commercial network (four channels) for the entire 2016. Journal of paediatrics and child health, 54(9), 962-967.
  • Taylor, J. P., Evers, S., & McKenna, M. (2005). Determinants of healthy eating in children and youth. Canadian Journal of Public Health, 96(3), 20–28.
  • Tekkurşun Demir, G. & Cicioğlu, H. İ. (2019). Sağlıklı Beslenmeye İlişkin Tutum Ölçeği (SBİTO): Geçerlik ve Güvenirlik Çalışması. Gaziantep Üniversitesi Spor Bilimleri Dergisi, 4 (2), 256-274.
  • Tokunaga, M., Takahashi, T., Singh, R. B., Rupini, D., Toda, E., Nakamura, T., Mori, H., Marks, B. L., Wilson, D. W. (2012). Diet, nutrients and noncommunicable diseases. The Open Nutraceauticals Journal, 5, 146-159.
  • Tremmel, M., vd. (2017). Economic burden of obesity: a systematic literature review. International journal of environmental research and public health, 14(4), ss. 435.
  • Tuten, T.L. & Solomon, M.R. (2017). Social Media Marketing, Sage: Newcastle upon Tyne, UK.
  • Vaterlaus, J. M., Patten, E. V., Roche, C., & Young, J. A. (2015). # Gettinghealthy: The perceived influence of social media on young adult health behaviors. Computers in Human Behavior, 45, 151-157.
  • Vukmirovic, M. (2015). The effects of food advertising on food-related behaviours and perceptions in adults: A review. Food Research International, 75, 13-19.
  • WHO (2017). https://apps.who.int/iris/bitstream/handle/10665/204176/?sequence=1, World Health Organization, Report of the commission on ending childhood obesity, Implementation Plan: Executive Summary, Geneva, Switzerland (2017).
  • Yücel, A. & Çubuk, F. (2014). Bir Nöropazarlama Araştırmasının Deneysel Yolculuğu ve Araştırmanın İlk İpuçları. Fırat Üniversitesi Sosyal Bilimler Dergisi, 24(2), 133-149.
Year 2022, Volume: 8 Issue: 2, 520 - 539, 30.07.2022
https://doi.org/10.31592/aeusbed.1114498

Abstract

References

  • Bronfenbrenner, U., & Morris, P. (2006). The bioecological model of human development. Theoretical models of human development (5 ed). R. M. Lerner, & W. Damon (Vol. Eds.), Handbook of child Psychology (793-828), Vol. 1, New York: Wiley.
  • Chapman, K., Nicholas, P., & Supramaniam, R. (2006). How much food advertising is there on Australian television?. Health Promotion International, 21(3), 172-180.
  • De Ridder, D., & De Wit, J. (2006). Self-regulation in health behavior: Concepts, theories and central issues. D. De Ridder, & J. De Wit (Eds.). Self-regulation in health behavior (3-23). New York: John Wiley Sons.
  • Dunlop, S., Freeman, B., & Jones, S. C. (2016). Marketing to youth in the digital age: The promotion of unhealthy products and health promoting behaviours on social media. Media and Communication, 4(3), 35-49.
  • Freeman, B., Kelly, B., Baur, L., Chapman, K., Chapman, S., Gill, T., & King, L. (2014). Digital junk: food and beverage marketing on Facebook. American journal of public health, 104(12), e56-e64.
  • Hsu, M. S., Rouf, A., & Allman-Farinelli, M. (2018). Effectiveness and behavioral mechanisms of social media interventions for positive nutrition behaviors in adolescents: a systematic review. Journal of Adolescent Health, 63(5), 531-545.
  • Jagadesan, S., Ranjani, H., Pradeepa, R., & Mohan, V. (2010). Obesity reduction and awareness and screening of noncommunicable diseases through group education in children and adolescents (ORANGE): Methodology Paper (ORANGE-1). Journal of Diabetes Science and Technology Obesity Technology, 4(5), 1256–1265.
  • Kelly, B., Vandevijvere, S., Ng, S., Adams, J., Allemandi, L., Bahena‐Espina, L., ... & Swinburn, B. (2019). Global benchmarking of children's exposure to television advertising of unhealthy foods and beverages across 22 countries. Obesity Reviews, 20, 116-128.
  • Kodama, H. (2008). Dietary Habits that Protect Children from Lifestyle-related Diseases: From the perspective of dietary education. Journal of the Japan Medical Association, 136(12), ss. 2361-2365.
  • Koumoundourou, G., Tsaousis, I., & Kounenou, K. (2010). Parental influences on Greek adolescents' career decision-making difficulties: The mediating role of core self-evaluations. Journal of Career Assessment, 19(2), 165–182.
  • Kuzbicka, K., & Rachoń, D. (2013). Bad eating habits as the main cause of obesity among children. Pediatric Endocrinology, Diabetes and Metabolism, 19(3), 106–110.
  • Larson, M. J., ve Carbine, K. A. (2017). Sample size calculations in human electrophysiology (EEG and ERP) studies: A systematic review and recommendations for increased rigor. International Journal of Psychophysiology, 111, ss. 33–41.
  • Lee, D., Hosanagar, K., & Nair, H. S. (2018). Advertising content and consumer engagement on social media: Evidence from Facebook. Management Science, 64(11), 5105-5131.
  • McKinley, C. J., & Wright, P. J. (2014). Informational social support and online health information seeking: Examining the association between factors contributing to healthy eating behavior. Computers in Human Behavior, 37, 107-116.
  • Mohammed, M. S., Sendra, S., Lloret, J., & Bosch, I. (2018). Systems and WBANs for controlling obesity. Journal of Healthcare Engineering. https://doi.org/10.1155/2018/ 1564748.
  • Moorhead, S. A., Hazlett, D. E., Harrison, L., Carroll, J. K., Irwin, A., & Hoving, C. (2013). A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication. Journal of medical Internet research, 15(4), e1933.
  • Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson: Australia.
  • Musaiger, A. O., & Al-Hazzaa, H. M. (2012). Prevalence and risk factors associated with nutrition-related noncommunicable diseases in the Eastern Mediterranean region. International Journal of General Medicine, 5, 199–217.
  • Nguyen, D., Brennan, L., Parker, L., Phan-Le, N.T., Chorazy, E. (2020). Social media mechanics and marketing strategy. Social Marketing and Advertising in the Age of Social Media (Eds. Parker, L., Brennan, L.), Edward Elgar Publishing: Cheltenham, UK.
  • Oh, H. J., Lauckner, C., Boehmer, J., Fewins-Bliss, R., & Li, K. (2013). Facebooking for health: An examination into the solicitation and effects of health-related social support on social networking sites. Computers in human behavior, 29(5), 2072-2080.
  • Patel, P. A. (2011). Bioecological theory of development. Encyclopedia of child behavior and development (Eds. S. Goldstein, & J. A. Naglieri). Springer: Boston, MA.
  • Pem, D., & Jeewon, R. (2015). Fruit and vegetable intake: Benefits and progress of nutrition. Education interventions- narrative review article. Iranian Journal of Public Health, 44(10), 1309–1321.
  • Raj, M., & Kumar, R. K. (2010). Obesity in children and adolescents. Indian Journal of Medical Research, 132(5), 598-607.
  • Rosenheck, R. (2008). Fast food consumption and increased caloric intake: a systematic review of a trajectory towards weight gain and obesity risk. Obesity reviews, 9(6), 535-547.
  • Rouhani, M. H., Haghighatdoost, F., Surkan, P. J., & Azadbakht, L. (2016). Associations between dietary energy density and obesity: A systematic review and meta-analysis of observational studies. Nutrition, 32(10), 1037-1047.
  • Rutsaert, P., Regan, Á., Pieniak, Z., McConnon, Á., Moss, A., Wall, P., & Verbeke, W. (2013). The use of social media in food risk and benefit communication. Trends in food science & technology, 30(1), 84-91.
  • Sahoo, K., Sahoo, B., Choudhury, A. K., Sofi, N. Y., Kumar, R., & Bhadoria, A. S. (2015). Childhood obesity: Causes and consequences. Journal of Family Medicine and Primary Care, 4(2), 187–192.
  • Scully, M., Dixon, H., & Wakefield, M. (2009). Association between commercial television exposure and fast-food consumption among adults. Public health nutrition, 12(1), 105-110.
  • Seidell, J. C., & Halberstadt, J. (2015). The global burden of obesity and the challenges of prevention. Annals of Nutrition and Metabolism, 66(Suppl 2), 7–12.
  • Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
  • Smithers, L. G., Haag, D. G., Agnew, B., Lynch, J., & Sorell, M. (2018). Food advertising on Australian television: frequency, duration and monthly pattern of advertising from a commercial network (four channels) for the entire 2016. Journal of paediatrics and child health, 54(9), 962-967.
  • Taylor, J. P., Evers, S., & McKenna, M. (2005). Determinants of healthy eating in children and youth. Canadian Journal of Public Health, 96(3), 20–28.
  • Tekkurşun Demir, G. & Cicioğlu, H. İ. (2019). Sağlıklı Beslenmeye İlişkin Tutum Ölçeği (SBİTO): Geçerlik ve Güvenirlik Çalışması. Gaziantep Üniversitesi Spor Bilimleri Dergisi, 4 (2), 256-274.
  • Tokunaga, M., Takahashi, T., Singh, R. B., Rupini, D., Toda, E., Nakamura, T., Mori, H., Marks, B. L., Wilson, D. W. (2012). Diet, nutrients and noncommunicable diseases. The Open Nutraceauticals Journal, 5, 146-159.
  • Tremmel, M., vd. (2017). Economic burden of obesity: a systematic literature review. International journal of environmental research and public health, 14(4), ss. 435.
  • Tuten, T.L. & Solomon, M.R. (2017). Social Media Marketing, Sage: Newcastle upon Tyne, UK.
  • Vaterlaus, J. M., Patten, E. V., Roche, C., & Young, J. A. (2015). # Gettinghealthy: The perceived influence of social media on young adult health behaviors. Computers in Human Behavior, 45, 151-157.
  • Vukmirovic, M. (2015). The effects of food advertising on food-related behaviours and perceptions in adults: A review. Food Research International, 75, 13-19.
  • WHO (2017). https://apps.who.int/iris/bitstream/handle/10665/204176/?sequence=1, World Health Organization, Report of the commission on ending childhood obesity, Implementation Plan: Executive Summary, Geneva, Switzerland (2017).
  • Yücel, A. & Çubuk, F. (2014). Bir Nöropazarlama Araştırmasının Deneysel Yolculuğu ve Araştırmanın İlk İpuçları. Fırat Üniversitesi Sosyal Bilimler Dergisi, 24(2), 133-149.
There are 40 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Gültaze Gül 0000-0003-0407-1191

Nezihe Tüfekci 0000-0002-8557-7823

Ömer Kürşad Tüfekçi 0000-0003-3918-5850

Publication Date July 30, 2022
Submission Date May 10, 2022
Published in Issue Year 2022 Volume: 8 Issue: 2

Cite

APA Gül, G., Tüfekci, N., & Tüfekçi, Ö. K. (2022). Sağlıklı Yaşam Biçimi Olarak Beslenme: Reklamlara Tepkinin EEG ile Belirlenmesi. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 8(2), 520-539. https://doi.org/10.31592/aeusbed.1114498