文如其人,酒如其品?——生产者个性特征对产品味道感知的影响研究  

The Style is the Man Himself,and the Wine is the Man's Character?A Study of the Influence of Producer's Personality on Perceived Taste

作　　者：张全成[1] 孙洪杰[2] 陈璟[3] 赖天豪 Zhang Quancheng Sun Hongjie Chen Jing Lai Tianhao(School of Business, Sichuan Normal University, Chengdu 610101 Strategical Planning College, Chongqing Technology and Business University, Chongqing 400067 School of Teacher Education and Psychology, Sichuan Normal University, Chengdu 610068)

机构地区：[1]四川师范大学商学院,成都610101 [2]重庆工商大学商务策划学院,重庆400067 [3]四川师范大学教师教育与心理学院,成都610068

出　　处：《管理评论》2017年第7期93-102,112,共11页Management Review

基　　金：国家自然科学基金面上项目(71672120;71472018)

摘　　要：近年来,感官营销研究获得较多学者关注,其研究焦点集中在探索各感觉器官的内部交互作用和外部线索对感官感知影响两个方面,取得显著成果。本文以味觉作为研究对象,基于"交感思维"理论和"具身"理论,通过两个威士忌酒口味测试实验,考察了生产者个性特征对消费者味道感知的影响,拓展了影响感官感知的外部线索范畴。研究发现,在人们的认知中,描述味道的词语和个性特征间具有匹配关系,且生产者个性特征会影响消费者味道感知,消费者会高估与生产者个性特征相匹配的味道评价,但这种影响会受到超常信仰的调节作用,相对于低超常信仰消费者,高超常信仰消费者更易出现触染效应。最后研究也发现,消费者认为应该将食品定位于具有和该食物味道属性相匹配个性特征的群体。Sensory marketing researches, as a new research field that attracts great attention recently, have achieved remarkable results. The existing sensory marketing researches mainly focus on two themes, the effect of muhisensory integration and the effect of extrinsic cues on sensory perception. Based on sympathetic magical thinking theory and embodiment theory, this research examines the personali- ty-taste contamination effect in whiskey product by 2 studies. Specifically, we show that 1 ） in customers＇ cognition, the words used to describe taste match specific personality traits; 2） producer＇ s personality will influence taste perception, customer will overrate the taste words which match the Producer＇ s personality ; 3） customers ＇ paranormal beliefs has a moderating effect on the personality-taste mecha- nism and paranormal believers are more sensitive to the contamination effects than unbelievers; 4） customers believe that different taste of foods are suited to people with different personality, and this is also suitable for positioning strategy.

关 键 词：个性特征 味道感知 交感思维 超常信仰 市场定位 

分 类 号：F274[经济管理—企业管理]