Abstract:

Purpose: This study aims to examine the effect of metacognitive awareness on advertisement perception. In addition, the differences between the relevant variables according to the socio-demographic characteristics of the participants are also analyzed. Method/Design/Methodology/Approach: The research is designed in a relational screening model. The study sample comprises 312 university students reached by a simple random sampling method. A questionnaire form is used to collect data in the research. The questionnaire includes demographic information, a Metacognitive Awareness Scale, and Advertising Perception Scale. Within the scope of the study, descriptive statistical analyzes, correlation analysis, regression analysis, t-test, and ANOVA analyzes are performed. Findings: As a result of the analyses, metacognitive awareness positively affects the perceptions of informativeness, reliability, and economic usefulness. On the other hand, it has been determined that it has a negative and significant effect on the perception of value corruption. In addition, it was determined that the participants' metacognitive awareness and advertising perception levels differed significantly according to age, gender, marital status, income level, and education level. Originality: According to the socio-demographic characteristics of the participants, the effect of metacognitive awareness on advertisement perception is revealed.

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