بررسی تاثیر گسست روانی مصرف کننده بر ترجیح محصولات نوستالژیک

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دانشجوی دکتری مدیریت بازرگانی، دانشکده مدیریت، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران

2 دانشیار مدیریت بازرگانی، دانشکده مدیریت، دانشگاه علامه طباطبایی، تهران، ایران

3 دانشیار مدیریت بازرگانی، دانشکده مدیریت، واحد تهران مرکز، دانشگاه آزاد اسلامی، تهران، ایران

چکیده

نوستالژی احساس خوشایند و خاطرات مثبتی است که فرد هنگام مواجه با محرک‌هایی از قبیل اضطراب، اشیاء، اماکن و ...آن را فرا می‌خواند. یکی از کارکردهای نوستالژی این است که هنگامی که مصرف کننده اضطراب را تجربه می‌کند و تعادل روانی خود را ازدست می‌دهد (گسست روانی) احساس آسودگی و آرامش را به آن بازگرداند. از این رو هدف اصلی مقاله حاضر بررسی تاثیر گسست روانی مصرف کننده بر فراخوانی نوستالژی به عنوان پیشآیند اساسی فراخوانی نوستالژی در مصرف کننده می‌باشد. سپس این پژوهش سعی دارد به بررسی این موضوع بپردازد چگونه مصرف کننده برای فرونشاندن اضطراب خود تمایل به مصرف محصولات نوستالژیک پیدا می‌کند. به همین منظور ابتدا به منظور مقایسه میانگین اضطراب دو گروه کنترل و آزمایش پرداخته شد. پس از مشاهده تفاوت میان دو گروه، با استفاده از طرح تحقیق پس ازآزمون تنها با یک گروه کنترل از 191 دانشجو به منظور آزمون فرضیات داده جمع آوری گردید. سپس با استفاده از روش معادلات ساختاری و نرم افزارPLS به تجزیه و تحلیل داده‌ها پرداخته شد. نتایج به دست آمده حاکی از آن است که گسست روانی مصرف کننده تاثیر مثبت و معنی‌داری بر نوستالژی دارد. همچنین مصرف کنندگانی که گسست روانی را تجربه کردند تمایل و ترجیح بیشتری به مصرف محصولات نوستالژیک دارند.

کلیدواژه‌ها


عنوان مقاله [English]

The Effect of Psychological Discontinuity on the Consumer’s Preference for Nostalgic Products

نویسندگان [English]

  • Tohfeh Ghobadi 1
  • Zohreh Dahdashtishahrokh 2
  • Abbas Saleh Ardestani 3
1 PhD Student of Business Management, Department of management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor of Business Management, Department of management, AllamehTabatabi University, Tehran, Iran
3 Associate Professor of Business management, Department of management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
چکیده [English]

Nostalgia is a pleasant feeling coming through the positive memories of the past evoked upon facing stimulants such as anxiety, objects, places, etc. One of the functions of nostalgia is to bring back a feeling of serenity or comfort when a consumer experiences anxiety and loss of psychological balance (i.e. psychological discontinuity). The main goal of the present study is to analyze the effect of psychological disruption on the nostalgia evoked in consumers. The study also seeks to examine how a person extinguishes his or her anxiety by finding nostalgic products for consuming. Thus, at first, the average anxiety rates of a control group and a test group are compared.  After examining the difference between the two groups a control group of 191 students were picked for data gathering and hypothesis testing. Then, by using the method of structural equations and the PLS software, the data were analyzed and paraphrased. The results suggested that psychological discontinuity of a consumer has a significant and positive effect on nostalgia, and the consumers who experience psychological discontinuity tend to consume nostalgia products more.   

کلیدواژه‌ها [English]

  • Discontinuity
  • Nostalgia
  • Nostalgia proneness
  • Preference for nostalgic products
1-    Barauskaitė, D., & Gineikienė, J. (2017). Nostalgia May Not Work For Everyone: The Case Of Innovative Consumers. Organizations and markets in emerging economies, 8(1), 33-43.
2-    Best, J. & Nelson, E.E. (1985). Nostalgia and Discontinuity: A Test of Davis’ Hypothesi. Sociology and Social Research, 69, 221-233.
3-    Belk, R. W. (1990). The role of possessions in constructing and maintaining a sense of past. Advances in Consumer Research, 17, 669-676.
4-    Calder, B.J., Phillips, L.W. & Tybout, A. (1981). Designing research for application. Journal of Consumer Research, 8, 197-207.
5-    Chandrasen, A., Alexander, N., & Daryanto, A. (2016). Sojourner consumer behaviour: the influence of nostalgia, ethnocentrism, cosmopolitanism and place attachment. Lancaster University.  
6-    Cheung, W. Y., Sedikides, C. & Wildschut, T. (2017). Nostalgia proneness and reduced prejudice. personality and Individual Differences, 109, 89-97.
7-    Davis, F. (1979). Yearning for yesterday: A sociology of nostalgia. New York: Free Press.
8-    Davari,A and Rezazadeh,A(2016).Structural Equation Modeling with PLS, Tehran :University Jihad Publications.
9-    Gineikienė, J.(2013). Consumer nostalgia literature review and an alternative measurement perspective. Organizations and markets in emerging economies,4(2), 112-149.
10-   Holbrook, M.B., & Schindler, R.M. (1989). Some exploratory findings on the development of musical tastes. Journal of Consumer Research, 16(1), 119-124.
11-   Holbrook, M. B. & Schindler, R. M. (1991). Echoes of the dear departed past: Some work in progress on nostalgia. NA-Advances in Consumer Research Volume 18.
12-   Holbrook, M., B. (1993). “Nostalgia and consumption preferences: some emerging patterns of consumer tastes”. Journal of Consumer Research, 20(2), 245-356.
13-   Holbrook, M.B. & Schindler, R.M. (1994). Age, Sex, and Attitude Toward the Past as Predictors of Consumers”. Aesthetic Tastes for Cultural Products, Journal of Marketing Research, 31, 412-422.
14-   Holbrook, M.B. & Schindler, R.M. (1996). Market Segmentation Based on Age and Attitude Toward the Past: Concepts, Methods and Findings Concerning Nostalgic Influences on Consumer Tastes. Journal of Business Research, 37, 27-39.
15-   Holbrook, M.B. & Schindler, R.M. (2003). Nostalgic Bonding: Exploring the role of nostalgia in the consumption experience. Journal of Consumer Behavior, 3 , 107-127.
16-   Kazlauske, D. & Gineikiene, J. (2017). Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior. Baltic Journal of Management, 12(3).
17-   Khaki,GH (2005), The research method, approach the dissertation, Tehran: Baztab Publications.
18-   Kontot, K., Hamali, J. & Abdullah, F. (2016). Determining Factors of Customers’ Preferences: A Case of Deposit Products in Islamic Banking. Procedia-Social and Behavioral Sciences, 224, 167-175.
19-   Kızıldemir, B. (2016). Exploring the role of nostalgia in the restaurant experience and its reflections on return patronage.  İstanbul Bilgi Üniversitesi.
20-   Mandel, N. & Heine, S. J. (1999). Terror management and marketing: He who dies with the most toys wins. Advances in Consumer Research, 26, 527–532.
21-   Malhotra, N, 2012, Marketing research, Tehran: Mehraban Publications.
22-   Meyer, K. C. (2010). Sport nostalgia: An examination of familiarity and intended behavior, The Ohio State University.
23-   Momenei,M and Ghayoumi,A.F(2011),Statistical analysis with Spss.Gang Tehran: Shayegan publications.
24-   Mohammaspur,A(2012). Qualitative Research Method Counter Method. Tehran: Jameshenasan publications.

25-   Mozaffari,M.M(2017). Service Quality and Electronics in Agile Banking Industry .Journal Management system ,9(17),81-97

26-   Rutherford, J. & Shaw, E. H. (2012). "What was old is new again: The history of nostalgia as a buying motive in consumption behavior". Marketing history in the new world,157-166.
27-   Sedikides, C., Wildschut, T., & Baden, D. (2004). Nostalgia: Conceptual issues and existential functions. In J. Greenberg (Ed.). Handbook of Experimental Existential Psychology, New York, NY: Guilford Press, 200-214.
28-   Wildschut, T., Sedikides, C., Arndt, J., & Routledge, C.D. (2006). Nostalgia: Content, triggers, functions. Journal of Personality and Social Psychology ,91(5), 975–993.
29-   Sedikides, C., et al. (2006). Affect and The Self: The Case of Nostalgia. Affect in social thinking and behavior: Frontiers in social psychology. New York, NY: Psychology Press, 197-215.
30-   Sedikides, C., et al. (2015). Nostalgia counteracts self-discontinuity and restores self-continuity. European Journal of Social Psychology, 45(1), 52-61.
31-   Sedikides, C. & Wildschut, T. (2016). A Bittersweet Emotion that Confers Psychological Health Benefits. The Wiley handbook of positive clinical psychology, 125.
32-   Sedikides,C. & Wildschut,T(2017). Nostalgia Shapes and Potentiates the Future “.The social psychology of the good life. New York, NY: Psychology Press.
33-   Seehusen, J, Cordaro, F, Wildschut, T, Sedikides, C, Routledge, Clay, B& Ginette C,. (2013). Individual differences in nostalgia proneness: The integrating role of the need to belong. Personality and Individual Differences, 55(8), 904-908.
34-   Seyf, A.M,2010, Concept of economic security.Afagh amniat,3(9).7-35
35-   Spielberger, C.D., Gorsuch, R.L., & Lushene, R.E. (1970). Trait Anxiety Inventory (self-evaluation questionnaire.. Palo Alto, CA: Consulting Psychologists Press.
36-   Zhao, Y. (2007). Nostalgic marketing and its working mechanism in three cultural groups: Canadians, Chinese, and Chinese immigrants to Canada, Concordia University.
37-   Zhou, L., et al. (2013). Consumer insecurity and preference for nostalgic products: Evidence from China. Journal of Business Research, 66(12), 2406-2411.