واکنش‏های احساسی، شناختی و رفتاری مصرف کنندگان نسبت به محرک‏های نوستالژی موجود در تبلیغات: مطالعه ای با رویکرد ترکیبی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری تخصصی رشته مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران

2 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران،

3 استاد، گروه مهندسی پزشکی، دانشکده فنی و مهندسی، دانشگاه شاهد، تهران، ایران

4 استادیار، گروه روانشناسی شناختی، پژوهشکده علوم شناختی و مغز، دانشگاه شهید بهشتی، تهران، ایران.

چکیده

پژوهش حاضر با هدف ارزیابی واکنش ‏های احساسی، شناختی و رفتاری مصرف کنندگان نسبت به تبلیغات حاوی جاذبه ی نوستالژیک انجام گرفته است. به منظور تحقق هدف پژوهش، رویکرد ترکیبی با رهیافت روند ترتیبی اکتشافی، در قالب دو مطالعه به کار گرفته شده است. در مطالعه نخست، به منظور شناخت محرک های بر انگیزاننده نوستالژی در گروه هدف، داده های حاصل از ساخت کلاژ و مصاحبه همزمان با 18 نفر از متولدین دهه شصت از طریق روش پژوهش کیفی در سنت پدیدارشناسی مورد تحلیل قرار گرفته، و در مطالعه دوم، اثر این محرک ها، به عنوان عنصر مداخله، از طریق داده های گرداوری شده از طریق پرسشنامه در یک کار آزمایی تجربی، با حضور 200 آزمودنی که بر اساس یک طرح تجربی پس آزمون با گروه شاهد، به صورت تصادفی در دو گروه (آزمون و شاهد)، جایگزین شدند، بررسی شده است. نتایج حاصل از روش تحلیل واریانس چندمتغیری داده های پژوهش نشان می دهد، در سطح اطمینان 95% ، میانگین نمرات واکنش های احساسی‏، نگرش نسبت به تبلیغات، نگرش نسبت به برند و قصد خرید مصرف کنندگان، هنگام مواجهه با تبلیغات نوستالژیک نسبت به تبلیغات غیر نوستالژیک بیشتر است و لذا بر اساس نتایج این پژوهش، می توان نتیجه گرفت، تبلیغات با جاذبه نوستالژیک احساسات مثبت بیشتر، نگرش مطلوب تر نسبت به تبلیغات، نگرش مطلوب تر نسبت به برند و قصد خرید بیشتری را ایجاد می‏نماید. همچنین نتایج نشانگر آن است که میان مردان و زنان از منظر نگرش نسبت به تبلیغات حاوی جاذبه نوستالژیک، تفاوت معناداری وجود ندارد.

کلیدواژه‌ها


عنوان مقاله [English]

Evaluating Consumers' Emotional, Cognitive, and Behavioural Response to Nostalgic Stimuli in Advertising: A Mix Method Study

نویسندگان [English]

  • Shima Azima 1
  • Pejman Jafari 2
  • Ali Motie Nasrabadi 3
  • Negar Sammaknejad 4
1 PhD Candidate in Business Management Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Assistant Professor Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
3 Professor Department of Engineering Science, Shahed University,Tehran, Iran
4 Assistant Professor Institute for Cognitive and Brain Sciences, Shahid Beheshti University, Tehran, Iran
چکیده [English]

The present study aims to evaluate the effect of evoking nostalgic memories of Advertising on Consumers' Emotional, Cognitive, and Behavioral Responses. The Exploratory Sequential Mixed Method was applied in two studies to obtain the target in the research. In the first study, the data obtained from collage making and interviews with 18 participants, all born in the 1360s, were analyzed through phenomenological qualitative research methods to understand the Nostalgic stimulants that evoke nostalgic memories in the target group. In the second study, the effect of these stimuli, as an intervening variable, was investigated based on data gathered from questionnaires distributed among 200 participants divided into either experimental or control groups based on Post-Test Only Control Group Design. Results of multivariate variance analysis of research data indicate that at a 95% significance level, the mean of emotional response, attitude toward advertising, and purchase intention scores of consumers exposed to nostalgic advertising is higher than those not exposed to such advertising. Therefore, it is concluded that advertisements that have nostalgic appeal evoke more positive emotional responses, a more favorable brand attitude, and higher purchase intention. It was also found out that there is no significant difference between men and women in terms of their attitude to nostalgic advertising.

کلیدواژه‌ها [English]

  • Advertising "
  • "Nostalgic Appeal"
  • " Purchase Intention"
  • " Attitude toward Advertising
  • "Attitude toward Brand
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