تجربۀ کودکان از شخصیت‎های پیشبردی چاق در فعالیت‎های بازاریابی: مطالعۀ پدیدارشناسی

نوع مقاله : مقاله علمی پژوهشی

نویسندگان

1 دانشجوی دکتری در رشته مدیریت بازرگانی، دانشگاه آزاد اسلامی، واحد علوم و تحقیقاتتهران

2 دانشگاه آزاد اسلامی، واحد علوم و تحقیقات

3 دانشگاه خوارزمی

4 دانشگاه 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

موضوعات


عنوان مقاله [English]

Children’s Experience of Overweight Promotional Characters in Marketing Activities: A Phenomenological Study

نویسندگان [English]

  • kambiz Heidarzadeh Hanzaee 2
  • Yazdan Mansourian 3
1
2 سcience and Research Branch, Islamic Azad University
3 kharazmi university
4 Islamic Azad University
چکیده [English]

This research aims to discover children’s experiences of exposure to overweight cartoon characters used in promotional activity, especially by food industry. In order to discover participants’ experiences during exposure to overweight promotional characters, hermeneutic phenomenological method –because of its suitability- was used. Thirteen children (six to eleven years old) were selected through snowball approach to participate in this study. In order to data gathering, thematic stories and in-depth interview were used. Results from coding indicated that popularity of overweight cartoon characters could lead to accept overweight stereotypes (e.g. overeating) and affect children’s food requests. These characters could be effective in persuading children to try unfamiliar food options when they are used to promote new foods.

کلیدواژه‌ها [English]

  • Children
  • Promotional cartoon characters
  • Overweight stereotype
  • Food
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