نوع مقاله : مقاله علمی پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی ، دانشکده اقتصاد و مدیریت ، دانشگاه ارومیه ، ارومیه ، ایران
2 دانش آموخته کارشناسی ارشد مدیریت، پژوهشگاه نیرو، دفتر ارومیه، ارومیه، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The political ideology of consumers of commercial goods and products reflects their personality traits, cognitive styles, and psychological needs and can provide insights into consumer behavior and attitudes. The political ideology of consumption is one of the topics that has received less attention in domestic research. Therefore, the main purpose of the study is to identify the role of this variable in purchasing, product selection, and overall consumer behavior of customers.
Research Method: The research method in this article is meta-synthesis and content analysis. In the present study, the target population consists of previous research (articles, books on the political ideology of consumers). For sampling, the most appropriate and relevant research was selected with a purposeful method. In the process of this study, 52 scientific documents were selected in which the political ideology or political behavior of consumers was discussed directly and indirectly in the context of other related variables. A qualitative method was used to analyze the data; Atlas software was also used to code the main and secondary components of the research and rank the data and indicators. Glynn's critical tool was used to examine the validity of the studies used in this study. Also, considering the selective meta-synthesis approach, the meta-synthesis analysis method was used to deepen the studies and achieve accurate findings.
Findings: After a systematic search of articles published in reputable foreign and domestic journals with the aim of determining valid, reliable and relevant documents in an appropriate time period. First, relevant keywords were selected. In this context, scientific databases such as Scopus, Emerald, Springer, Mag Iran and the Islamic World Science Citation Database were used. The concepts and keywords cited included: political ideology and consumption, political consumption, political consumerism, political behavior in consumption, consumption ideology, political consumption management, cultural consumption and political identity and consumption. In the set, 52 reputable scientific articles were found in the databases, which were limited using the "critical assessment skills" tool. Of the total number of cited sources, 31 articles were analyzed as relevant and documented articles in the research. In the next stage, the researcher looked for codes resulting from the meta-synthesis process. For this reason, a code was considered for all factors extracted from sources related to the political ideology of consumption, and then these codes were classified according to the sources from which they were extracted and their frequency. The main components classified included the following: type of political ideology, consumer values and preferences, consumer individual and personality characteristics, product evaluation and selection, purchasing behavior, behavioral consequences.
Conclusion: Regarding the types of political ideology discussed in previous research, the greatest emphasis is on the influence of liberal and conservatism ideology, which in this article the word liberal has been replaced with the word moderation by referring to existing Persian sources. A review of the collection of articles and sources shows that political ideology deeply affects the way consumers think and behave. Moderates and conservatives are systematically drawn to distinct choice preferences, with moderates choosing hedonic, novel, and desirable options, while conservatives prefer utilitarian, status-preserving, and feasible options. Moderates make more decisions than conservatives because they are more open to information, while conservatives are less tolerant of ambiguous information and more interested in repeating past decisions with minimal risk. Regarding the types of values and preferences of consumers based on their ideology and political identity; relying on the sub-components considered, the role of social status, consumer lifestyle, social dominance approach, free will discussion, and specific consumer preferences can be mentioned. One of the fundamental cognitive differences between conservatives and moderates is their orientation towards "social dominance." The results and findings of the study indicate a major behavioral distinction in preferences, values, and behavioral consequences resulting from the type of political ideology of consumers.
کلیدواژهها [English]
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