نوع مقاله : مقاله پژوهشی (کمی)
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
2 استادیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران
3 استادیار، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل. ایران
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of this article is to develop a coherent conceptual framework for the typology of consumer behavior during the processing of packaging information, with a particular focus on the cultural and social characteristics of the Iraqi market. Using a theoretical‑analysis and literature‑synthesis approach, this study addresses the existing gap in the classification of message‑processing patterns.
The proposed framework is built on two key dimensions—“depth of information processing” (shallow vs. deep) and “focus domain” (cognitive vs. affective)—resulting in the identification of four distinct behavioral types: the Cautious Analyst, the Committed Evaluator, the Minimal Seeker, and the Environmental Scanner.
Drawing on cultural theories (such as high‑context culture and collectivism), conceptual hypotheses are formulated suggesting that the prevalence and behavior of each type in Iraq are strongly shaped by social trust (source credibility) and group‑identity requirements, rather than solely by explicit textual messages on packaging.
The findings offer essential managerial insights for designing effective packaging that aligns with the region’s cultural norms.
کلیدواژهها English
