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
الموضوعات :هاجر براتی 1 , سیدحمیدرضا عریضی سامانی 2
1 - استادیار گروه روانشناسی، دانشکده علوم‌تربیتی و روانشناسی، دانشگاه اصفهان.
2 - استاد گروه روان شناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه اصفهان.
الکلمات المفتاحية: گشودگی به احساسات, انتخاب کالا, دانشجویان لیسانس و ارشد روانشناسی, عاطفه مثبت و منفی,
ملخص المقالة :
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 شرکت کنندگان 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.
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