消费者的多感觉交互:表现、形成机制及研究展望  

Consumers' Multi-sensory Interaction: Performance,Formation Mechanism and Research Prospects

作　　者：张全成[1] 赖天豪 杨宇科[2] 孙洪杰[3] Zhang Quancheng Lai Tianhao Yang Yuke Sun Hongjie(School of Business, Sichuan Normal University, Chengdu 610101, China School of Business Administration, Southwestern University of Finance and Economics, Chengdu 611130, China Strategical Planning College, Chongqing Technology and Business University, Chongqing 400067, China)

机构地区：[1]四川师范大学商学院,四川成都610101 [2]西南财经大学工商管理学院,四川成都611130 [3]重庆工商大学商务策划学院,重庆400067

出　　处：《外国经济与管理》2017年第7期80-90,共11页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(71672120);国家自然科学基金面上项目(71472018)

摘　　要：消费者的多种感觉通道之间往往存在交互作用,不仅一种通道的感觉可能影响另一种通道的感觉,而且两者间的匹配一致性还会影响消费者的感知、态度和购买行为。本文首先介绍了感官营销研究的现状,并在概念界定的基础上进一步介绍了消费者多感觉交互的主要表现,然后从神经生理学、进化论和语义学三个角度分析了多感觉交互产生的深层次机理,探讨了其对营销实践的启示,最后展望了消费者多感觉交互未来的研究方向。There is interaction between consumers＇ different sensory modalities. A sensory from one modality can influence the sensory from another modality, and their congruency can also influence consumers＇ perception, attitudes and purchase behaviors. This paper introduces the research state of sensory marketing firstly, further discusses the main performance of consumers＇ multi-sensory interaction based on concept definition, and analyzes its deep formation mechanism from the prospective of neurophysiology, evolution theory and semantics. Finally, this paper explores the implications of consumers＇ multi-sensory interaction for marketing practice and puts forward research directions in future studies.

关 键 词：感官营销 多感觉交互 跨通道对应 概念隐喻理论 一致性效应 

分 类 号：F270[经济管理—企业管理]