Özet:

According to the Persuasion Knowledge Model, consumers gather information over time for persuasive tools such as advertising. This information collected by the consumer includes not only the consumers' thoughts on persuasive messages, but also thoughts about their own persuasion situation. This situation expressed as metacognition. As a result of the metacognitive usage of persuasion knowledge, people tend to avoid advertising. This study’s problem is to find the regulation effect of metacognition on people's avoidance of internet advertising in the use of persuasion knowledge. The purpose of the study is to examine the effect of metacognitive regulation, which is one of the metacognitive functions, on the avoidance of internet advertisements in line with the persuasion information model. In this direction, the variables of regulatory focus, goal relevance, and persuasion knowledge self-efficacy were discussed as metacognitive regulation factors and examined together with the persuasion knowledge accessibility. With this aim two experiments were carried out on undergraduate and graduate students between the ages of 18-45 who were continuing their education at Bahçeşehir University in 2021. Two-way ANCOVA analysis was used to test the data obtained from the experiments. As a result of the experiments, it was found that the independent variables of regulation focus, persuasion information accessibility, goal relevance did not have the main factor effects on people's avoidance of internet advertisements in line with their persuasion knowledge self-efficacy however, it was found that the variables of persuasion information accessibility, regulation focus and goal relevance have interaction effects on avoidance of internet advertisements.

Anahtar Kelimeler: