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
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [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]
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