تمت عملية الاشتراك بنجاح

إغلاق

عذراً، أنت مشترك مسبقاً بالنشرة البريدية

إغلاق

وفّر 50٪ من خلال الاشتراك السنوي في مجرة واحصل على تصفح لا محدود لأفضل محتوى عربي على الإنترنت.

اشترك الآن

الاستمرار بالحساب الحالي

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دوافع عاطفية

ما هي الدوافع العاطفية؟

دوافع عاطفية (Emotional Drivers): مُصطلح يُشير إلى مُحركات السلوك التي تستند على المشاعر، إذ تؤدي المشاعر دوراً في قيادة سلوك الأفراد، إضافة إلى أنها تُحدد مدى تكرار السلوك من عدمه.

يوجد أربعة مشاعر أساسية عموماً، هي السعادة، والحزن، والخوف، والغضب، والتي يندرج ضمنها مشاعر مثل الفرح، والرضا، والانتماء، والأمن، والرفاهية، والغضب، والخوف، والازدراء، والاشمئزاز، والحزن، والبغض.

في مجال التسويق يُمكن الاعتماد على الدوافع العاطفية للتأثير في العملاء، وذلك من خلال اتباع استراتيجية تسويقية تعتمد على بناء ارتباط عاطفي مع العميل.

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