اثر هیجان حاصل از کدهای غیرکلامی در محیط‌ های تجاری بر ادراک مخاطب از پیام تجاری

هدف: محیط در تمام مدت فعالیت بشری در حال برقراری ارتباط با انسان است و علاوه‌ بر اثرپذیری، اثرگذار هم هست. با مطالعه فرایند شکل ‌گیری رفتار مشخص می‌شود که انسان در پاسخ به محرک‌ها به‌صورت مشهود و نامشهود عکس‌العمل نشان می‌دهد که با مفهوم «رفتار» مطالعه می‌شود. بر این اساس در این مقاله تلاش شده است که کدهای غیرکلامی محیط تجاری موثر بر فرایند ارتباطات تجاری، شناسایی و اثرهای آن‌ها بر شدت و ظرفیت هیجانی و رفتارهای ادراکی و فیزولوژیکی مخاطبان بررسی شود. روش: در این مطالعه بر اساس شیوه آزمایشگاهی از نوع درون آزمودنی و پس‌آزمون (یا شیوه سنجش مکرر) به بررسی روابط مدل مفهومی، با طراحی 13 آزمون روا و پایا پرداخته شده است. جامعه پژوهش دانشجویان دختر در دسترس شهر تهران است که از بین آن‌ها 5 گروه آزمودنی اصلی 6 نفره و 5 گروه فرعی 3 نفره به‌صورت داوطلبانه و بر اساس متغیرهای مشتبه‌کننده، غربالگری و انتخاب شده‌اند. ابزارهای مهم جمع‌آوری اطلاعات در مراحل پژوهش عبارت‌اند از: دستگاه فشارسنج beurer bm58، دستگاه accumed hb500، دستگاه pals oximeter md300c13، لوکس‌متر و مشاهده.یافته‌ها: یافته‌ها نشان داد که رنگ، نور، مصالح و بوی محیط بر رفتارهای فیزیولوژیکی، ظرفیت و شدت هیجانی مخاطب موثر است. نتیجه‌گیری: بر اساس یافته‌ها می‌توان ادعا کرد که با تغییر کدهای غیرکلامی محیط تجاری، می‌توان علائم حیاتی، شدت و ظرفیت هیجانی مخاطب را تغییر داد که حسب نوع هیجان ایجاد شده در مخاطب، ادراک ایشان از مفاهیم موجود در محیط تجاری دستخوش تغییر می‌شود.

the effect of emotion resulting from non-verbal codes in commercial environments on the audience’s perception of the commercial message

the coordination of environmental information in a communication process can play a significant role in the effectiveness of the message. but in addition to the ability to control disorders with environment design, other benefits of non-verbal communication can be used in effective business communication. based on the presented definition of communication and relying on the principle of dynamic or emotion-oriented, continuity and irreversibility, it is possible to define non-verbal communication by virtue of continuity, being emotional (based on the principle of emotion), oriented to the goal (based on the principle of awareness). and he also introduced the most effective communication method to be compatible with words (based on the principle of irreversibility). therefore, in the design of the message in the business environment, if you do not pay attention to the arrangement of compatible information (based on the principle of irreversibility) and in line with the final goal (based on the contextual principle) with non-verbal coding (based on the principle of continuity) and stimulating emotion (based on the principle of dynamism), cannot expect an influential effect. according to the sor theory, the relationship between the three concepts of environment, emotional response and behavior can help communication researchers in increasing the effectiveness of messages in the business environment. due to the lack of a similar study in this regard, the present research, based on the sor theory, sought to measure the effectiveness of emotion resulting from non-verbal codes in commercial environments on the audience’s perception of the commercial message.research methodologyin this study, based on the laboratory method, by changing the non-verbal codes, the changes in other concepts have been investigated. therefore, the type of research method can be introduced as a post-test type experiment (or repeated measurement method). repeated measurement is a design in which each subject is exposed to more than one independent variable. based on the post-test method to check the relationships of the conceptual model, 13 tests were designed, which were conducted in 50 minutes (for the first time) and 35 minutes (for subsequent repetitions). in this test, which is repeated 6 times, the researcher measures the changes in the dependent variables by changing the independent variable. the research community included female students available in tehran, who voluntarily participated in the initial plan and after the initial screening to control suspicious variables, 30 people were finally selected. after the implementation of the test procedures, the obtained information was recorded in both computer and manual ways. the most important data collection tools in the research stages are the beurer bm58 sphygmomanometer, assumed hb500 device, pals oximeter md300c13 device, lux-meter and observation.findingsthe findings show that people’s heart rate increases when exposed to warm colors, high light, low light, and stimulating smells. this result is also true for other vital signs. on the other hand, the findings report the effect of cold color and relaxing smell on reducing vital signs.