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Abstract


THE RELATIONSHIP BETWEEN ETHICAL PERCEPTION DIMENTIONS OF TELEVISION ADVERTISING WITH PURCHASE DECISION OF CONSUMERS: AN EMPIRICAL STUDY
Nowadays, planning, realization and broadcast of television advertisements by giving importance to ethical facts may affect purchase decisions of consumers and reaching the goals of advertising. In this study, aimed that determine ethical perception dimensions with television advertisements and whether relationship between these dimensions with purchase decisions of consumers. To determine the factors, 24 variables done on 250 participants with the help of survey method were evaluated on 5 Likert Scale. 4 factors related to ethical perception, namely, “Language and ethic dimension”, “Employing woman, man and children dimension”, “Believing and trusting dimension” and “Encouraging overconsumption dimension” were found. According to correlation analysis done to find out the relationship between these factors and purchase decisions of consumers, negative relationship with first three factors was found. Additionally, it was seen that most participants do not think that messages are ethical and television advertisements have effected on purchase decisions of consumers.
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Keywords
Ethic, Perception, Advertising.


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