مقایسه درصد انتخاب کالای حد وسط در دو گروه عاطفه مثبت و منفی و گشودگی بالا و پایین نسبت به احساسات در دانشجویان لیسانس و ارشد روان‌شناسی

دانش و پژوهش در روان شناسی کاربردی

دوره 24، شماره 1 - شماره پیاپی 91، خرداد 1402، صفحه 53-67   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30486/jsrp.2021.1904470.2516

نویسندگان

هاجر براتی¹؛ سیدحمیدرضا عریضی سامانی^{* 2}

¹استادیار گروه روان‌شناسی، دانشکده علوم‌تربیتی و روانشناسی، دانشگاه اصفهان.

²استاد گروه روان شناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان.

چکیده

عواطف در رفتار خرید افراد دخیل هستند و انتخاب کالاها را تحت تاثیر قرار می‌دهند. مقایسه درصد انتخاب کالای حد وسط در دو گروه عاطفه مثبت و منفی و گشودگی بالا و پایین نسبت به احساسات در دانشجویان هدف این پژوهش بود. روش پژوهش نیمه‌آزمایشی از نوع طرح پیش‌آزمون- پس آزمون با گروه کنترل نامعادل و کاربندی معکوس بود. جامعه آماری همه دانشجویان رشته‌ی روانشناسی دانشگاه اصفهان در مقطع لیسانس و ارشد در کلیه گرایش‌ها بودند. یک نمونه 144 نفری از اعضای جامعه به صورت داوطلب انتخاب شدند و به مقیاس‌های عاطفه‌ی مثبت و منفی ( Watson,Clark & Tellegen, 1988) فرم کوتاه و گشودگی نسبت به احساسات ( Forgas & Ciarrochi,2001) پاسخ دادند. سپس به آنها خلق مثبت و  منفی القا شد. سپس این افراد از بین سه بسته کالا (دو بسته با خطر بالا و یک بسته کالای حد وسط) دست به انتخاب زدند. داده‌ها با استفاده از آزمونt  مستقل و تحلیل Logit تحلیل شد. پایایی آلفای کرونباخ ابزارها در حد مطلوب بود. یافته‌ها نشان داد که درصد انتخاب کالای حد وسط در بین افرادی که عاطفه مثبت دارند و افرادی که گشودگی بالا نسبت به احساسات دارند، بیشتر است. همچنین، تاثیر گشودگی به احساسات بر انتخاب کالا از سوی شرکت­کنندگان توسط عاطفه مثبت و عاطفه منفی تعدیل می‌شود. براساس یافته‌ها فروشندگان می‌توانند با ایجاد عواطف مثبت ( منفی) در خریداران، احتمال خرید کالای ایمن(با خطر بالا) را در آنان بالا برند و به اهداف فروش خود برسند.

کلیدواژه‌ها

انتخاب کالا؛ عاطفه مثبت و منفی؛ گشودگی به احساسات؛ دانشجویان لیسانس و ارشد روانشناسی

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