روایت مصرف‌کنندگان از مصرف، دریچه‌ای به ذهن مصرف‌کنندگان رویکرد مرور نظام‌مند ادبیات روایت
محورهای موضوعی : مدیریت بازاریابی
محمد رحیم اسفیدانی
1
,
داتیس خواجه‌ئیان
2
,
محمود محمدیان
3
,
عماد رحمانیان
4
1 - استادیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
2 - استادیار، گروه مدیریت بازرگانی، دانشگاه تهران، تهران، ایران
3 - استادیار، گروه مدیریت بازرگانی، دانشگاه علامه طباطبایی، تهران، ایران
4 - دانشجوی دکتری مدیریت بازاریابی، دانشگاه تهران، تهران، ایران
کلید واژه: مصرف‌کننده, روایت, رفتار مصرف‌کننده, روایت مصرف, مرور نظام‌مند ادبیات,
چکیده مقاله :
داستان‌گویی همیشه بخشی از ارتباطات انسانی بوده که انسان‌ها از آن برای انتقال تجربیات و دانسته‌های خود بهره برده‌اند. این خصیصه می‌تواند فرصت خوبی برای بازارایابان در درک هر چه بهتر رفتار مصرف‌کننده باشد. روایت مصرف‌کننده از مصرف به عنوان ابزاری برای شناخت هرچه بهتر رفتار او از اوایل دهه نود میلادی مورد توجه پژوهشگران قرار گرفت. پژوهش‌های متعددی در این زمینه انجام شده که تعاریف و ابعاد مختلفی از آن ارائه داده است، اما تعدد پژوهش‌های انجام شده و حوزه‌های مختلف آنها مانع از رسیدن به یک تعریف مشترک از این مفهوم شده است. از سوی دیگر در درسترس نبودن پژوهشی جامع و مدون به زبان فارسی در این زمینه، باعث شده است تا این موضوع مهم در بازایابی مدرن چندان مورد توجه قرار نگیرد. نتیجتاً این پژوهش با هدف مطالعه و خلاصه‌سازی این ادبیات متعدد و متنوع انجام شده تا خلاء وجود تعریفی جامع را بپوشاند و با ارائه تعریف، ابعاد و دسته‌بندی مدون به سایر پژوهشگران امکان استفاده بهتر و مفیدتر از این مفهوم را به پژوهشگران فارسی زبان بدهد. با استفاده از روش مرور نظام‌مند ادبیات سعی شد تا مهم‌ترین پژوهش‌های این حوزه انتخاب شوند تا خلاء موجود در ادبیات روایت مصرف پاسخ داده شود. تعریفی جامع به همراه ابعاد مختلف پدیده بر اساس رویکرد پژوهشگران مختلف ارائه شده است. همچنین برای افزودن به غنای یافته‌ها، سعی شد تا تعاریف مختلف و ابعاد آنها در دسته‌بندی مستخرج از ادبیات بررسی شده قرار بگیرند. یافته‌ها نشان می‌دهد که پژوهشگران می‌توانند از روایت مصرف به عنوان منبعی برای داده‌های پژوهش خود استفاده کنند و ابعاد و دلایل مختلف رفتار مصرف‌کننده را هر چه بهتر بشناسند. همچنین سایر پژوهشگران می‌توانند علاوه بر یافته‌های مربوط به روایت، از فرایند انجام مرور ادبیات نظام‌مند که در حوزه مدیریتی پیاده‌سازی شده است در پژوهش‌های آتی خود بهره ببرند.
Narratives is an essential part of human communications and has been used to transfer knowledge and experiences by humans. This provides an exceptional opportunity for marketing practitioners to use narratives as a methodological tool to better understand consumer behaviors. Consumption narratives as a mean to understand consumer behavior gained popularity in the early 90s. A vast body of researches providing several definitions and features led to ambiguity on the subject. Also, there are not many resources available in Persian for researchers. Hence, to summarize the literature and providing a comprehensive definition and introducing this topic to Persian management literature, marketing practitioners; a systematic literature review approach was employed. This study, qualitative in nature, uses a systematic literature review to select the most prominent and influential articles to come up with a comprehensive definition. Several scientific databases were chosen and based on inclusion/exclusion criteria articles were selected. After a careful and deliberate residing, different definitions and features of consumptions narratives were extracted to formulate the final definition. A comprehensive definition based on several studies is presented. Also, features of different definitions are summarized to shed some light on the different aspects of consumer narratives. Finally, the classification of consumption narratives are provided for the first time in Persian management literature. Also, the method provided in this article might be used as a guideline to perform systematic literature reviews in future endeavors by other researchers.
فتحی‌نیا، م. (۱۳۹۳). "فرهنگ تلویزیونی و زندگی روزمره جوانان"، پژوهشی در روایت و مصرف سریال‌های پربیننده تلویزیونی (رساله دکتری). قابل بازیابی از گنج، پایگاه اطلاعات علمی ایران. ایرانداک
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Barry, D. & Elmes, M. (1997) “Strategy Retold: Toward a Narrative View of Strategic Discourse”, Academy of Management Review, Vol. 22(2), PP. 429-452.
Baumeister, R.F. & Leary, M. R. (1997). “Writing narrative literature reviews”, Review of general psychology, Vol. 1(3), PP. 311-320.
Baumgartner, H. (2002). “Toward a personology of the consumer”, Journal of consumer research, Vol. 29(2), PP. 286-292.
Bem, D.J. (1995). “Writing a review article for Psychological Bulletin”, Psychological Bulletin, Vol. 118(2), PP. 172-177.
Berthon, P., Pitt, L. & Campbell, C. (2008). “When Customers Create The Ad”, California Management Review, Vol. 50(4), PP. 6-30.
Bennett, A. & Royle, N. (1999). “Introduction to Literature, Criticism and Theory”, Hemel Hempstead: Prentice Hall.
Boje, D. (1991). “The Story Telling Organization: A Study of Story Performance in an Office Supply Firm”, Administrative Science Quarterly, Vol. 36, PP. 106-126.
Bortoff, J. L. (2001). “Workshop on quality research [Mimeo]”, University of British Columbia, School of Nursing.
Brown, S. (1998). “Postmodern Marketing Two: Telling Tales”, London: ITB Press.
Brown, S. & Reid, R. (1997). “Shoppers on the verge of a nervous breakdown: chronicle, composition and confabulation in consumer research”. In: Consumer Research: Postcards from the Edge, (Eds.) Brown, S. & Turley, D., London: Routledge.
Cochrane Collaboration. (2003). “Cochrane Reviewers’ Handbook”, Version 4.2.1. December.
Constantinides, E. & Fountain, S.J. (2008). “Web 2.0: conceptual foundations and marketing issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9(3), PP. 231-244.
Deuten. J. & Rip, A. (2000) “Narrative Infrastructure in Product Creation Processes”, Organization, Vol. 7(1), PP. 69-63.
Dunford, R. & Jones, D. (2000) “Narrative in Strategic Change”, Human Relations, Vol. 53(9), PP. 1207-1226.
Elliot, R. and Wattanasuwan, K. (1998). “Brands as resources for the symbolic construction of identity”, International Journal of Advertising, Vol. 17(2), PP. 131-144.
Fisher, W.R. (1985). “The narrative paradigm: An elaboration”, Communications Monographs, Vol. 52(4), PP. 347-367.
Gilliam, D.A., Preston, T. & Hall, J.R. (2017). “Frameworks for consumers’ narratives in a changing marketplace: Banking and the financial crisis”, Marketing Intelligence & Planning, Vol. 35(7), PP. 892-906.
Grayson, K. (1997) “Narrative Theory and Consumer Research: Theoretical and Methodological Perspectives”, Advances in Consumer Research, Vol. 24, PP. 67-70.
Guba, E.G. & Lincoln, Y.S. (1994). “Competing paradigms in qualitative research”, In N.K.Denzin & Y.S.Lincoln (Eds.), Handbook of qualitative research, PP. 105-117.
Guthrie, C. & Anderson, A. (2010). “Visitor narratives: researching and illuminating actual destination experience”, Qualitative Market Research, Vol. 13(2), PP. 110-129.
Hamby, A., Daniloski, K., & Brinberg, D. (2015). “How consumer reviews persuade through narratives”, Journal of Business Research, Vol. 68(6), PP. 1242-1250.
Hardey, M. (2014). “Marketing narratives: Researching digital data, design and the in/visible consumer”, Studies in Qualitative Methodology, Vol. 13, PP. 115-135.
Haynes, R.B. (2006). “Clinical epidemiology: How to do clinical practice research”, Philadelphia: Lippincott, Williams and Wilkins.
Helkkula, A. & Pihlström, M. (2010). “Narratives and metaphors in service development”, Qualitative Market Research, Vol. 13(4), PP. 354-371.
Hempel, C.G. (1970). “Methods of concept formation in science. Formations of the Unity of Science”, University of Chicago Press, Chicago, IL.
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Heinonen, K. (2011). “Consumer activity in social media: Managerial approaches to consumers' social media behavior”, Journal of Consumer Behaviour, Vol. 10(6), PP. 356-364.
Hopkinson, G.C. & Hogarth-Scott, S. (2007), “Stories: how they are used and produced in market(ing) research”, in Belk, R.W. (Ed.), Handbook of Qualitative Research Methods in Marketing, Edward Elgar, Cheltenham, PP. 156-74.
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Hirschman, E.C. (1992). “The consciousness of addiction: Toward a general theory of compulsive consumption”, Journal of Consumer Research, Vol. 19, PP. 155-179.
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Kaempf, S. (2013). “The Mediatisation of War in a Transforming Global Media Landscape”, Australian Journal of International Affairs, Vol. 67(5), PP. 586-604.
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_||_فتحی‌نیا، م. (۱۳۹۳). "فرهنگ تلویزیونی و زندگی روزمره جوانان"، پژوهشی در روایت و مصرف سریال‌های پربیننده تلویزیونی (رساله دکتری). قابل بازیابی از گنج، پایگاه اطلاعات علمی ایران. ایرانداک
Ardelet, C., Slavich, B. & Kerviler, G. (2015). “Self-referencing narratives to predict consumers' preferences in the luxury industry: A longitudinal study”, Journal of Business Research, Vol. 68(9), PP. 2037-2044.
Australian, N.H. & Medical R.C (2000). “How to review the evidence: systematic identification and review of the scientific literature”, IBSN. 186-4960329.
Australian, N.H. & Medical, R.C. (2000). “How to use the evidence: assessment and application of scientific evidence”, February, ISBN 0 642 43295 2.
Barry, D. & Elmes, M. (1997) “Strategy Retold: Toward a Narrative View of Strategic Discourse”, Academy of Management Review, Vol. 22(2), PP. 429-452.
Baumeister, R.F. & Leary, M. R. (1997). “Writing narrative literature reviews”, Review of general psychology, Vol. 1(3), PP. 311-320.
Baumgartner, H. (2002). “Toward a personology of the consumer”, Journal of consumer research, Vol. 29(2), PP. 286-292.
Bem, D.J. (1995). “Writing a review article for Psychological Bulletin”, Psychological Bulletin, Vol. 118(2), PP. 172-177.
Berthon, P., Pitt, L. & Campbell, C. (2008). “When Customers Create The Ad”, California Management Review, Vol. 50(4), PP. 6-30.
Bennett, A. & Royle, N. (1999). “Introduction to Literature, Criticism and Theory”, Hemel Hempstead: Prentice Hall.
Boje, D. (1991). “The Story Telling Organization: A Study of Story Performance in an Office Supply Firm”, Administrative Science Quarterly, Vol. 36, PP. 106-126.
Bortoff, J. L. (2001). “Workshop on quality research [Mimeo]”, University of British Columbia, School of Nursing.
Brown, S. (1998). “Postmodern Marketing Two: Telling Tales”, London: ITB Press.
Brown, S. & Reid, R. (1997). “Shoppers on the verge of a nervous breakdown: chronicle, composition and confabulation in consumer research”. In: Consumer Research: Postcards from the Edge, (Eds.) Brown, S. & Turley, D., London: Routledge.
Cochrane Collaboration. (2003). “Cochrane Reviewers’ Handbook”, Version 4.2.1. December.
Constantinides, E. & Fountain, S.J. (2008). “Web 2.0: conceptual foundations and marketing issues”, Journal of Direct, Data and Digital Marketing Practice, Vol. 9(3), PP. 231-244.
Deuten. J. & Rip, A. (2000) “Narrative Infrastructure in Product Creation Processes”, Organization, Vol. 7(1), PP. 69-63.
Dunford, R. & Jones, D. (2000) “Narrative in Strategic Change”, Human Relations, Vol. 53(9), PP. 1207-1226.
Elliot, R. and Wattanasuwan, K. (1998). “Brands as resources for the symbolic construction of identity”, International Journal of Advertising, Vol. 17(2), PP. 131-144.
Fisher, W.R. (1985). “The narrative paradigm: An elaboration”, Communications Monographs, Vol. 52(4), PP. 347-367.
Gilliam, D.A., Preston, T. & Hall, J.R. (2017). “Frameworks for consumers’ narratives in a changing marketplace: Banking and the financial crisis”, Marketing Intelligence & Planning, Vol. 35(7), PP. 892-906.
Grayson, K. (1997) “Narrative Theory and Consumer Research: Theoretical and Methodological Perspectives”, Advances in Consumer Research, Vol. 24, PP. 67-70.
Guba, E.G. & Lincoln, Y.S. (1994). “Competing paradigms in qualitative research”, In N.K.Denzin & Y.S.Lincoln (Eds.), Handbook of qualitative research, PP. 105-117.
Guthrie, C. & Anderson, A. (2010). “Visitor narratives: researching and illuminating actual destination experience”, Qualitative Market Research, Vol. 13(2), PP. 110-129.
Hamby, A., Daniloski, K., & Brinberg, D. (2015). “How consumer reviews persuade through narratives”, Journal of Business Research, Vol. 68(6), PP. 1242-1250.
Hardey, M. (2014). “Marketing narratives: Researching digital data, design and the in/visible consumer”, Studies in Qualitative Methodology, Vol. 13, PP. 115-135.
Haynes, R.B. (2006). “Clinical epidemiology: How to do clinical practice research”, Philadelphia: Lippincott, Williams and Wilkins.
Helkkula, A. & Pihlström, M. (2010). “Narratives and metaphors in service development”, Qualitative Market Research, Vol. 13(4), PP. 354-371.
Hempel, C.G. (1970). “Methods of concept formation in science. Formations of the Unity of Science”, University of Chicago Press, Chicago, IL.
Henderson, L.K., Craig, J.C., Willis, N.S., Tovey, D. & Webster, A.C. (2010). “How to write a Cochrane systematic review”, Nephrology, Vol. 15(6), PP. 617-624.
Heinonen, K. (2011). “Consumer activity in social media: Managerial approaches to consumers' social media behavior”, Journal of Consumer Behaviour, Vol. 10(6), PP. 356-364.
Hopkinson, G.C. & Hogarth-Scott, S. (2007), “Stories: how they are used and produced in market(ing) research”, in Belk, R.W. (Ed.), Handbook of Qualitative Research Methods in Marketing, Edward Elgar, Cheltenham, PP. 156-74.
Hirschman, E. (1988) “The Ideology of Consumption: A Structural-Syntactical Analysis of ‘Dallas’ and ‘Dynasty’”, Journal of Consumer Research, Vol. 15, PP. 344-359.
Hirschman, E.C. (1992). “The consciousness of addiction: Toward a general theory of compulsive consumption”, Journal of Consumer Research, Vol. 19, PP. 155-179.
Hirschman, E. & Holbrook, M. (1992). “Postmodern Consumer Research: The Study of Consumption as Text”, London: Sage.
Jesson, J., Matheson, L. & Lacey, F.M. (2011). “Doing your literature review: Traditional and systematic techniques”, Sage.
Kaempf, S. (2013). “The Mediatisation of War in a Transforming Global Media Landscape”, Australian Journal of International Affairs, Vol. 67(5), PP. 586-604.
Khan, K.S., ter Riet, Gerben., Glanville, Julia., Sowden, Amanda, J. and Kleijnen, Jo. (2001). “Undertaking Systematic Review of Research on Effectiveness. CRD’s Guidance for those Carrying Out or Commissioning Reviews”, CRD Report Number 4 (2nd Edition), NHS Centre for Reviews and Dissemination, University of York, IBSN 1 900640 20 1, March.
Kitchenham, B. (2004). “Procedures for performing systematic reviews”, Keele, UK, Keele University, Vol. 33, PP. 1-26.
Kitchenham, B. & Charters, S.M. (2007). “Guidelines for performing systematic literature reviews in software engineering”, Technical report, EBSE Technical Report EBSE-2007-01.
Krishnamurthy, S. & Dou, W. (2008). “Advertising with user-generated content: A frameworkand research agenda”, Journal of Interactive Marketing, Vol. 8(2), PP. 1-7.
Matt, G.E. & Cook, T.D. (1994). “Threats to the validity of research syntheses”, In Handbook of Research Synthesis, PP. 503-520. Russell Sage Foundation.
Lundqvist, A., Liljander, V., Gummerus, J. & Van Riel, A. (2013). “The impact of storytelling on the consumer brand experience: The case of a firm-originated story”, Journal of Brand Management, Vol. 20(4), PP. 283-297.
Marsden, D. & Littler, D. (1999). “A dialectical approach to consumer research: Beyond positivism and postmodernism”, In B. Dubois, T. M. Lowrey, L. J. Shrum,
McAdams, D.P. (1993). “The stories we live by: Personal myths and the making of the self”, New York: Guilford.
Mick, D.G. & Buhl, C. (1992). “A meaning-based model of advertising experiences”, Journal of Consumer Research, Vol. 19, PP. 317-338.
Miskimmon, A. & O'Loughlin, B. (2017). “Russia's Narratives of Global Order: Great Power Legacies in a Polycentric World”, Politics and Governance, Vol. 5(3), PP. 111-120.
Miskimmon, A., O'Loughlin, B. & Roselle, L. (2017). “Forging the world: Strategic narratives and international relations”, University of Michigan Press. P. 352.
Myers, E. (1985). “Phenomenological analysis of the importance of special possessions. In E. C. Hirschman & M. B. Holbrook (Eds.), Advances in consumer research, Vol. 12, PP. 560-565. Provo, VT: Association for Consumer Research.
Nicholson, P.J. (2007). “How to undertake a systematic review in an occupational setting”, Occupational and environmental medicine, Vol. 64(5), PP. 353-358.
O’Guinn, T. C., & Faber, R. J. (1989). “Compulsive buying: A phenomenological exploration”, Journal of Consumer Research, Vol. 16, PP. 147-157.
Pace, S. (2008). “YouTube: an opportunity for consumer narrative analysis?”, Qualitative Market Research, Vol. 11(2), PP. 213-226.
Polkinghorne, D.E. (1988) “Narrative Knowing and the Human Sciences”, Albany: SUNY Press.
Rook, D.W. (1987). “The buying impulse”, Journal of Consumer Research, Vol. 14, PP. 189-199.
Schembri, S., Merrilees, B. & Kristiansen, S. (2010). “Brand consumption and narrative of the self”, Psychology & marketing, Vol. 27(6), PP. 623-637.
Shankar, A. & Goulding, C. (2001). “Interpretive consumer research: two more contributions to theory and practice”, Qualitative Market Research, Vol. 4(1), PP. 7-16.
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