نظریه های ضمنی روانشناسی مصرف کننده و نقش الگوهای ذهنی در بازاریابی

نوع مقاله : علمی - پژوهشی

نویسندگان

1 دانشجوی دکترا بازاریابی، گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران

2 دانشیار گروه مدیریت، دانشکده علوم اجتماعی و اقتصادی، دانشگاه الزهرا، تهران

چکیده

هدف: نظریه خود ضمنی موضوعی جدید و پیچیده در حوزه رفتار مصرف کننده و بازاریابی است. هدف مقاله حاضر مرور سیستماتیک و تحلیل انتقادی تحقیقات انجام شده درباره نظریه‌های خود ضمنی یا همان الگوهای ذهنی و پرداختن به این پرسش پژوهشی است که "تا به امروز چه پژوهش‌هایی در حوزه بازاریابی برای الگوهای ذهنی صورت گرفته است و آینده آن چگونه خواهد بود؟"
روش شناسی: مرور سیستماتیک ادبیات موجود بر مبنای دو پایگاه داده وب آو ساینس و اسکوپوس انجام شد. تعداد کل 76 مقاله در تجزیه وتحلیل نهایی گنجانده شد. مقاله های منتخب به کمک نرم افزار سایت اسپیس مورد تحلیل و واکاوی قرار گرفتند. یافته‌ها حاکی از آن است که مفهوم الگوهای ذهنی مفهومی چند بعدی با ویژگی های متمایز است.
یافته ها: نویسندگان مختلفی در روانشناسی به بررسی و تحلیل این مفهوم با کمک روش های پژوهش گوناگون پرداخته اند. اما آنچه مشخص است جدید بودن مفهوم الگوهای ذهنی در دنیای رفتار مصرف کننده و نیاز به مشارکت های نظری منحصربه فرد در این حوزه است.
نتیجه گیری: خروجی پژوهش حاضر ارائه شفافیت درباره مکانیزم های الگوی ذهنی و نقش آن در شکل گیری نگرش، ترجیحات و رفتار مصرف کننده، بیان کاربردهای مدیریتی الگوهای ذهنی و در نهایت، ذکر مسیرهای آتی این حوزه پژوهشی است.

کلیدواژه‌ها

عنوان مقاله [English]

Consumer psychology of implicit theories and the role of mindsets in marketing

نویسندگان [English]

  • Razie Zilaie 1
  • Mohammad Ali Babaei Zakliki 2
1 Marketing P.H.D student, Social and Economic Faculty, Alzahra University, Tehran, Iran
2 Associate Professor, Business Management Department, Social Science and Economic Faculty, Alzahra University, Tehran, Iran
چکیده [English]

Objective: Implicit self theories are a new and complex topic in the field of consumer behavior and marketing. The purpose of this article is to systematically review and critically analyze the research conducted on implicit self theories, also known as mindsets, and to address the research question "What marketing research has been conducted for mindsets until now and what could be future avenues for research?"
Methodology: A systematic review of the existing literature was performed based on two databases, Web of Science and Scopus. A total of 76 articles were included in the final analysis. The selected articles were analyzed with the help of CiteSpace software. Findings indicate that consumer’s mindset is a multidimensional concept with distinctive features.
Findings: Various authors in psychology have studied and analyzed this concept with the help of various research methods. But what is clear is the novelty of mindset in the world of consumer behavior and the need for unique theoretical contributions in this area.
Conclusion: This review provides transparency about the mechanisms of mindsets and their role in shaping the attitude, preferences and behavior of consumers, also provides managerial implications of consumer’s mindset and finally, mentions the future directions of this research field.

کلیدواژه‌ها [English]

  • Mindset
  • Implicit Theory of Intelligence
  • Consumer Behavior
  • Consumer Psychology

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  • تاریخ دریافت: 08 بهمن 1400
  • تاریخ بازنگری: 06 تیر 1401
  • تاریخ پذیرش: 22 تیر 1401

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