بررسی تجربی سوگیری شناختیِ"آنچه زیبا است، خوب است": مطالعه تصمیم‌گیری خرید مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 بخش علوم اعصاب شناختی، دانشکده روانشناسی، دانشگاه تبریز، تبریز، ایران

2 استاد بخش علوم اعصاب شناختی، دانشکده روانشناسی، دانشگاه تبریز، تبریز، ایران

3 استادیار دانشکده مدیریت و اقتصاد، دانشگاه صنعتی شریف، تهران، ایران

چکیده

بیش از یک دهه است که بازاریابی عصب‌پایه در حوزه علوم اعصاب تصمیم‌گیری آغاز شده و محدودیت‌ها، سوگیری‌های شناختی و تفکرات قالبی مصرف‌کنندگان مورد بررسی قرار می‌گیرد.
هدف این مطالعه بررسی سوگیری‌شناختی "آنچه زیبا است، خوب است" بر روی تصمیمات خرید مصرف‌کنندگان است. ظاهر محصول یکی از مهم‌ترین عوامل در تصمیم‌گیری مصرف کننده برای خرید است، با این حال اطلاعات عملکردی می‌توانند موجب نفض انتظار در تصمیم‌گیری خرید شوند.
به منظور بررسی این پدیده، 40 دانشجوی دختر مقطع کارشناسی دانشگاه تبریز با روش نمونه‌گیری در دسترس انتخاب شدند. در این مطالعه 140 گجت پوشیدنی در دو دسته محصولات زیبا و محصولات استاندارد، و اطلاعات عملکردی منطبق و نامنطبق، با استفاده از نرم‌افزار eevoke و به منظور ثبت تصمیم خرید، ارائه شد.
نتایج آزمون اندازه‌گیری‌های مکرر نشان می‌دهد، هنگامی که اطلاعات عملکردی منطبق ارائه شده است، افراد زمان پاسخ سریع‌تری را برای تصمیم خرید داشته‌اند. همچنین اثر تعاملی ظاهر محصول و اطلاعات هم معنادار است.
نتایج این مطالعه نشان می‌دهد، پردازش اطلاعات، می‌تواند در شکل‌گیری سوگیری شناختی نسبت به ظاهر محصول، تاثیر گذار باشد. این نتایج مکمل نتایج پیشین و اخیر در مورد سوگیری شناختی "آنچه زیبا است، خوب است" بوده است و پیشنهاد می‌دهد اطلاعات عملکردی در تعامل با ظاهر محصول در فرآیند تصمیم خرید مهم هستند.

کلیدواژه‌ها


عنوان مقاله [English]

Empirical study of the "what is beautiful is good" cognitive bias: A study on consumer purchasing decisions

نویسندگان [English]

  • Mohammad Taghi Saeedi 1
  • Mohammad Ali Nazari 2
  • Farshad Fatemi 3
2 Professor, Division of Cognitive Neuroscience, Department of Psychology, University of Tabriz
3 Assistant Professor, Faculty of Management & Economics, Sharif University of Technology
چکیده [English]

For more than a decade, researchers of Neuromarketing in the field of decision-making neuroscience have been studying the limitations, cognitive biases, and stereotypes of consumers.
The purpose of this study was to examine the cognitive bias of "what is beautiful is good" on consumer’s purchasing decisions. The appearance of the product is one of the most important factors in the consumer's decision to purchase a product, however, functional information might lead to a breach of expectation in the purchase decision.
In order to investigate this phenomenon, 40 female undergraduate students of Tabriz University were selected by convenience sampling method. In this study, 140 wearable gadgets in four categories of beautiful products and standard products, and congruent and incongruent functional information were presented, using eevoke software, in order to investigate the purchase decisions of the participants.
Repeated measurement analysis shows that when congruent information is provided, participants have a faster response time to a purchase decision task. The interactive effect of product appearance and information was also significant.
The results of this study show that information processing can be as effective as the appearance of the product. These results complement previous and recent findings on “what is beautiful is good” cognitive bias and suggest that functional information is important in interacting with product appearance in the purchasing decision process.

کلیدواژه‌ها [English]

  • cognitive bias
  • Marketing
  • Neuromarketing
  • decision making
  • product
عیسوی، هیرو و نظری، محسن (1399). ارائة چارچوب ادراک قیمتی در مصرف‌کنندگان مختلف اقوام ایرانی. مطالعات رفتار مصرف‌کننده، 7 (2). 105-133.
صنایعی، علی (1400). سخن سردبیر مطالعات رفتار مصرف‌کننده. 8 (1).
 
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