كليدواژه :
برند , پيچيدگي شناختي , تيوري جرج كلي , رفتار مصرفكننده , روانشناسي سازههاي شخصي
چكيده لاتين :
The present study has been conducted considering the role of personal constructs in the behavior of consumers of different brands, while studying the relationship between the personal and cognitive complexity of consumers of different brands of cell phones and their genders and content analysis of personal constructs.
The study is an applied type of research and its method is causal-comparative. The sample consists of 60 undergraduate students, 30 females and 30 males. The sampling technique is that of random clustering. Seven brands of cell-phones (Nokia, Sony Erickson, Samsung, Apple, Blackberry, HTC, and LG) were provided to the sample group. The related data was collected using Rep Test. The collected data were analyzed making use of descriptive statistics, the T Test, and the Whitney Yomanʹs technique. The resulted data were analyzed by the qualitative method from the point of view of cognitive constructs vis-à-vis the brands mentioned above. The results indicate that upon the comparison of the average of the two groups, there is a significant difference between the personal constructs of the female and male consumers. Findings of the content analysis show a difference between the cognitive constructs of these two groups in relation to the mentioned brands. The study concludes that since the cognitive constructs related to one brand, as well as the subject of the constructs of its consumers, is considered as the basis of their consumption behavior, there is a significant relationship between the gender and the number and classification of cognitive structures which is indicative of the fact that an effective management of the brand in Iran is related to the gender and cognitive constructs and their personal constructs vis-à-vis the brand.
