مقایسه درصد انتخاب کالای حد وسط در دو گروه عاطفه مثبت و منفی و گشودگی بالا و پایین نسبت به احساسات در دانشجویان لیسانس و ارشد روان‌شناسی

محورهای موضوعی : صنعتی

هاجر براتی ¹ (استادیار گروه روان‌شناسی، دانشکده علوم‌تربیتی و روانشناسی، دانشگاه اصفهان.)
سیدحمیدرضا عریضی سامانی ² (استاد گروه روان شناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان.)

تاریخ دریافت : 1399/04/25 تاریخ پذیرش : 1400/08/16 تاریخ انتشار : 1402/03/01

کلید واژه: گشودگی به احساسات, انتخاب کالا, دانشجویان لیسانس و ارشد روانشناسی, عاطفه مثبت و منفی,

چکیده مقاله :

عواطف در رفتار خرید افراد دخیل هستند و انتخاب کالاها را تحت تاثیر قرار می‌دهند. مقایسه درصد انتخاب کالای حد وسط در دو گروه عاطفه مثبت و منفی و گشودگی بالا و پایین نسبت به احساسات در دانشجویان هدف این پژوهش بود. روش پژوهش نیمه‌آزمایشی از نوع طرح پیش‌آزمون- پس آزمون با گروه کنترل نامعادل و کاربندی معکوس بود. جامعه آماری همه دانشجویان رشته‌ی روانشناسی دانشگاه اصفهان در مقطع لیسانس و ارشد در کلیه گرایش‌ها بودند. یک نمونه 144 نفری از اعضای جامعه به صورت داوطلب انتخاب شدند و به مقیاس‌های عاطفه‌ی مثبت و منفی ( Watson,Clark & Tellegen, 1988) فرم کوتاه و گشودگی نسبت به احساسات ( Forgas & Ciarrochi,2001) پاسخ دادند. سپس به آنها خلق مثبت و منفی القا شد. سپس این افراد از بین سه بسته کالا (دو بسته با خطر بالا و یک بسته کالای حد وسط) دست به انتخاب زدند. داده‌ها با استفاده از آزمونt مستقل و تحلیل Logit تحلیل شد. پایایی آلفای کرونباخ ابزارها در حد مطلوب بود. یافته‌ها نشان داد که درصد انتخاب کالای حد وسط در بین افرادی که عاطفه مثبت دارند و افرادی که گشودگی بالا نسبت به احساسات دارند، بیشتر است. همچنین، تاثیر گشودگی به احساسات بر انتخاب کالا از سوی شرکت کنندگان توسط عاطفه مثبت و عاطفه منفی تعدیل می‌شود. براساس یافته‌ها فروشندگان می‌توانند با ایجاد عواطف مثبت ( منفی) در خریداران، احتمال خرید کالای ایمن(با خطر بالا) را در آنان بالا برند و به اهداف فروش خود برسند.

چکیده انگلیسی:

Emotions are involved in people's shopping behavior and influence the choice of goods. This research aimed to the comparison of the percentage of medium product selection in the two groups of positive and negative affect and high and low openness to feelings in students.The research method was quasi-experimental with the reversed-treatment non-equivalent control group design. The statistical population was all undergraduate and graduate students of psychology at the University of Isfahan in all fields. A sample of 144 population members was selected as volunteers and responded to positive affect, negative affect scale (PANAS)(Watson,Clark & Tellegen, 1988), short-form, and openness to feeling scale(Forgas & Ciarrochi, 2001). Then they were induced with positive and negative moods. These subjects then chose from three goods packages (two packages with high risk and one package with medium risk). Data were analyzed by independent t-test and logit analysis. The Cronbach's alpha reliability of the tools was satisfactory. Findings indicated that the percent choice of medium goods is higher in subjects with positive affect and high openness to feel. Also, the effect of openness to feeling on the selection of goods by participants is moderate with positive and negative affect. According to findings, sellers can increase the probability of buying safety (high risk) goods in buyers by inducing positive (negative) effects and achieve their selling goals.

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