فراترکیب ارائه مدل بازاریابی دردناک لذت‌بخش با استفاده از رویکرد پریزما

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت منابع انسانی ، دانشگاه علوم انتظامی امین، تهران، ایران.

2 دکتری مدیریت بازرگانی، دانشگاه تهران، تهران، ایران

10.29252/jbmp.2022.227357.1342

چکیده

هدف: در جهانی که هزاران نفر، میلیاردها دلار صرف خرید ارزش‌های لذت‌بخش می‌کنند و از درد دوری می‌جویند، بسیار عجیب است که تعداد مصرف‌کنندگان زیادی هستند که برای محصول یا تجربه‌هایی که باعث درد آن‌ها می‌شوند، حاضرند هزینه کنند، پژوهش‌های متعددی در زمینه بازاریابی دردناک لذت‌بخش انجام‌شده است که این پژوهش، با هدف ارائه فراترکیب ارائه مدل بازاریابی دردناک لذت‌بخش انجام گردیده است.
روش: روش تحقیق پژوهش حاضر، ازنظر هدف، کاربردی و از حیث ماهیت، کیفی با رویکرد اکتشافی است. جامعة آماری این پژوهش، مطالعات شامل مقالاتی است که در زمینة بازاریابی لذت و درد به‌صورت مشترک یا مجزا صورت گرفته است. ابزار جمع‌آوری اطلاعات به‌صورت مرور نظام‌مند و مطالعات کتابخانه‌ای ادبیات و پژوهش‌های پیشین، با روش فراترکیب برای استخراج عوامل، انتخاب‌شده است. روش نمونه‌گیری نیز بر اساس معیارهای ورود و خروج روش پریزما  انتخاب‌ شده است.
یافته‌ها: در راستای پاسخ به سؤالات پژوهش، 32 مقاله مورد بررسی و تحلیل قرار گرفت که منجر به استخراج 11 مفهوم و  132 کد معنادار شد. شایان‌ذکر است به دلیل اینکه مفهوم درد لذت‌بخش مصرف‌کننده در ادبیات پژوهشی داخلی، جدید و ناشناخته به‌حساب می‌آمد، ابتدا پیشایندها و پیامدهای درد لذت‌بخش مصرف‌کننده، شناسایی و سپس با پیش‌زمینة شناختی که مخاطب نسبت به چگونگی پیدایش و آثار دردهای لذت‌بخش پیدا می‌کند، استراتژی‌های بازاریابی دردناک لذت‌بخش، تدوین و ارائه گردید.
نتیجه‌گیری: باتوجه به یافته‌ها مشخص گردید که محرک‌های فرهنگی، اجتماعی، احساسی-شناختی، عصبی و فیزیولوژیک می‌توانند بنا بر شرایط محصول، محیط، بازاریابی و رویکردهای شخصی و اجتماعی مصرف‌کننده، موجب ایجاد دردهای لذت‌بخش گردند که شامل لذت‌های حسی، عصبی(خیال) و روانی(معنوی)، خواهد شد. به همین صورت، بازاریابی دردناک لذت‌بخش می‌تواند از طریق نورواستراتژی(استراتژی عصب‌محور)، بازاریابی هیجانی، تبدیل درد به لذت و تسهیل ادراک درد لذت‌گونه انجام پذیرد.

کلیدواژه‌ها

عنوان مقاله [English]

Meta-Synthesis of a Painful-Enjoyable Marketing Model Using the Prisma Approach

نویسندگان [English]

  • hajieh rajabifarjad 1
  • Mohammad Amin Torabi 2
1 Associate Professor, Department of Human Resources Management, Amin police University
2 Ph.D. in Business Management, University of Tehran, Tehran, Iran
چکیده [English]

Purpose: In a world where thousands and billions of dollars are spent to purchase pleasurable values ​​and avoid pain, it is surprising how many consumers are willing to pay for products or experiences that cause them pain. It is enjoyable that this research has been done with the aim of presenting the metacombination of presenting the painful and enjoyable marketing model.
Method: The research method of the present study is applied in terms of purpose and qualitative in nature with an exploratory approach. The statistical population of this research includes studies that have been done jointly or separately in the field of pleasure and pain marketing. The data collection tool was selected in the form of a systematic review and library studies of literature and previous researches, with a meta-composite method to extract factors. The sampling method is also selected based on the entry and exit criteria of the prism method.
Findings: In order to answer the research questions, 32 articles were reviewed and analyzed, which led to the extraction of 11 concepts and 132 meaningful codes. First, the antecedents and consequences of the consumer's pleasurable pain were identified.
Conclusion: It was found that cultural, social, emotional-cognitive, neurological and physiological stimuli can cause pleasurable pains, which include sensory, nervous (imagination) and It will be psychological (spiritual). In the same way, painful and pleasurable marketing can be done through neurostrategy (nerve-based strategy), emotional marketing, turning pain into pleasure and facilitating the perception of pleasurable pain.

کلیدواژه‌ها [English]

  • Pleasure Marketing
  • Hybrid
  • Pain Perception
  • Pleasure Perception
  • Hybrid Marketing

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  • تاریخ دریافت: 04 خرداد 1401
  • تاریخ بازنگری: 09 مرداد 1401
  • تاریخ پذیرش: 14 مرداد 1401

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