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تجربۀ کودکان از شخصیتهای پیشبردی چاق در فعالیتهای بازاریابی: مطالعۀ پدیدارشناسی | ||
مدیریت بازرگانی | ||
مقاله 3، دوره 8، شماره 4، 1395، صفحه 744-721 اصل مقاله (358.12 K) | ||
نوع مقاله: مقاله علمی پژوهشی | ||
شناسه دیجیتال (DOI): 10.22059/jibm.2017.61297 | ||
نویسندگان | ||
فریبا اسماعیل پور1؛ کامبیز حیدرزاده هنزایی* 2؛ یزدان منصوریان3؛ محسن خون سیاوش4 | ||
1دانشجوی دکتری در رشته مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقاتتهران | ||
2دانشگاه آزاد اسلامی، واحد علوم و تحقیقات | ||
3دانشگاه خوارزمی | ||
4دانشگاه آزاد اسلامی | ||
چکیده | ||
هدف این پژوهش فهم تجربۀ کودکان از مواجهه با شخصیتهای کارتونی چاق است که در بسیاری از فعالیتهای پیشبردی، بهویژه در صنایع غذایی بهکار گرفته میشوند. بهمنظور کشف تجربۀ مشارکتکنندگان هنگام مواجهه با شخصیتهای پیشبردی چاق، از روش پژوهش پدیدارشناسی هرمنوتیک، بهدلیل تناسب آن با هدف پژوهش استفاده شده است. 13 کودک 6 تا 11 ساله در این مطالعه مشارکت کردند که با استفاده از روش گلولۀ برفی انتخاب شدند. بهمنظور جمعآوری داده نیز روشهای داستان مضمونی و مصاحبۀ عمیق بهکار برده شده است. نتایج تحلیل دادهها که با استفاده از کدگذاری صورت پذیرفت، حاکی از آن است که محبوبیت شخصیتهای کارتونی چاق میتواند به پذیرش کلیشههای چاقی (برای مثال پرخوری) توسط کودکان منجر شود و بر درخواستهای غذایی کودکان تأثیر بگذارد. همچنین، زمانی که از این شخصیتها برای پیشبرد غذاهای جدید استفاده میشود، در ترغیب مخاطب به امتحان گزینۀ غذایی نا آشنا میتواند تأثیر بسیار زیادی داشته باشد. | ||
کلیدواژهها | ||
شخصیتهای پیشبردی کارتونی؛ غذا؛ کلیشهپنداری چاقی؛ کودکان | ||
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