یزدان منصوریان

Packaging and consumer reactions to it, is one of the most important issues for marketing researchers and practitioners. The purpose of this study is to evaluate the consumer reactions to different packaging elements. The present study is a mixed research with an experimental approach. In the quantitative method, experimental research and in the qualitative method, grounded theory is used and the research consists of two designs 2×2×2 and 2×2. The research data were collected from 240 and 120 university students in Tehran. In the qualitative method, a total of 210 codes and 194 coded segments were obtained. Findings indicate that each of the packaging elements examined, independently and interactively can create special reactions in consumers and affect purchase intention and willingness to pay. Moreover, the effects of each of these variables on purchase intention were greater than their effects on willingness to pay. Also the categories of aesthetic effects, psychological effects, claim believability and attention to consumer expectations are of the highest importance in packaging design. Finally, it was found that related picture; ornate typeface, high wavelength color (red color), strong product claim and large number of product image had a greater impact on purchase intention and willingness to pay and were preferable to other packages.

Sin is a feeling that arises from the emphasis on morality. From a marketing perspective, guilt is a negative self-awareness within the individual and the individual, which can lead to future consumer decisions, and this guilt with regrets, is one of the main challenges for marketing managers in maintaining customer loyalty and satisfaction. Therefore, the purpose of this study is to identify the antecedents and consequences of consumer guilt and regret in purchasing decisions.

The present study was qualitative and phenomenological. The study population consisted of buyers of highly mentally challenged goods such as homes, cars, travel, cell phones, and home appliances with whom they had lived a life of regret. Among them, 21 people were selected as a sample based on multiple targeted sampling method (intensity and snowball). Data were collected using in-depth interviews. In the analysis stage, the data were analyzed through the process of continuous data comparison and open, axial and selective coding, as well as cognitive mapping analysis, concepts, categories and themes.

The findings show the extraction of 338 concepts by open coding. Considering the relationship between concepts at the axial coding level, 23 categories have been identified. In the selective coding stage, 9 themes were identified and finally, based on the cognitive mapping approach, 4 relational themes were extracted.

Individual effective factors and perceived risk in the socio-economic and cultural context cause feelings of guilt and remorse in the consumer, which leads to consumer emotional reactions and abandonment of shopping. Conflict and irreversibility of the decision were also identified as intervention conditions.

As Attracting more and more visitors and customers to shopping malls is important for the success and sales of the brands in the malls and shopping centers and its effects on the profitability of the investors of such centers, the purpose of this study is to investigate the factors affecting the patronage of the malls and shopping centers. This research is conducted by a mixed method including qualitative (phenomenological) -quantitative (empirical) studies. The first study was conducted through qualitative research method with phenomenological approach and in-depth interviews with 15 participants, exploring the lived experiences of each participant to investigate the effective factors on mall patronage intention. In the second study which was conducted through quantitative-empirical research, the two influential factors in the first research, including purchase value and the perception of the shopping center are selected as independent variables, as 2 (mall perception: up / down) * 2 (shopping value: hedonic / utilitarian), then these two independent variables were manipulated using variance analysis to investigate how well the mall patronage intention influenced. In this study, it is found that the two independent variables of hedonic shopping value and high perception of shopping center had the greatest impact on shopping patronage intention.

Reading is one of the challenging problems in contemporary Iran. After the Persian Constitutional Revolution (1905-1911), reading becomes one of the factors that Iranians considered it necessary for modernization and development. For this reason, most people, even who were literate, had no desire to read. This situation was unpleasant for intellectuals, publishers and cultural activists, and therefore they published essays and articles about this issue. These publications grew significantly during the 1960-1970s. As we can see in these documents, the main idea was that Iran society has encountered by a "Reading Crisis".  This study aims to describe this idea under the Reading Crisis discourse. Moreover, it seeks to show how the articulation of this discourse was affected by discursive practices and social practices.

The methodology used in the present research is the Faircloughchr('39')s critical discourse analysis (CDA). Based on this method, First, the articles about reading which were published from 1905 to 1978 were searched and categorized into discourses and then those documents were chosen that were tagged as “reading crisis discourse” (45 texts). These documents were then coded during the next two stages: first, each fragment of the texts was tagged by one or more elements of Faircloughchr('39')s CDA model (433 fragments); then, similar text fragments were categorized and tagged. The coding process continued until sufficient data to describe all the selected discoursive components were collected, and the present researchers were able to find a logical relationship between the data.

The findings indicate that publishers are the main speakers of this discourse. As for-profit institutions, they seek more profit, but in order to gain legitimacy, they use cultural language and try to show Iranian society has a big problem and people do not read enough. They call this a crisis and claim that government must intervene and facilitate buying books by subsidies. They say that government must pay subsidies to publishers as a way to reduce book price. On the other hand, government seek a way to eliminate the voice of the protesters or voices that did not match the main discourse and central power and thus to censor books. As a result, government grants privileges to publishers, provided that they publish good books. During the time, most publishers became the collaborators of government in censorship in order to safeguard their interests. In this discourse, the reader is for the most part represented as the buyer, and reading is roughly equivalent to buying. Book, as the main media of discourse, is divided into two groups: bad books and good books: good books are ones supporting the governmentchr('39')s idea of development and modernization. Censorship mechanism is the gatekeeper of bad books; and public libraries, “Institute for the Intellectual Development of Children and Young Adults” and “Childrenchr('39')s Book Council” are promoters of good books.

The book crisis discourse in Iran is still alive and powerful. By knowing the origins and mechanism of this discourse, reading promoters and other social actors avoid mistakes that may damage their valuable efforts.