“声”入人心:声音的营销效应、机制与自动提取技术  

“Sound”Touches Hearts:The Marketing Effect,Mechanism,and Automatic Extraction Technique of Audio

作　　者：冉雅璇 董林康 黄雨婷 向力子 Ran Yaxuan;Dong Linkang;Huang Yuting;Xiang Lizi(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073,China)

机构地区：[1]中南财经政法大学工商管理学院,湖北武汉430073

出　　处：《外国经济与管理》2024年第11期85-102,共18页Foreign Economics & Management

基　　金：国家自然科学基金面上项目(72272152);中央高校基本科研业务费项目(2722022BY013)。

摘　　要：“未见其人,先闻其声”--声音作为一种重要的沟通工具,在营销中无处不在。相比其他营销沟通工具(如文字、图片、气味等),声音具有渠道广、影响隐性且深入、营销目的不易察觉等优势,引起学界和业界的关注。理解营销中声音有何具体作用及其理论机制,是有效利用声音的关键前提,是推动声音研究的重要议题。文章系统地介绍了声音研究的发展脉络,并揭示了声音研究三大主题(包括感官营销、多模态和人工智能)的关键词。声音会使个体产生一系列情绪和认知反应,促进购买和服从行为,达成营销效果。神经机制、注意控制理论、预测加工理论和联想心理学四个解释机制是认识声音营销效应的关键视角。文章归纳和对比了声音的分析方法,梳理了其自动化提取和分析流程。最后,文章提出了四大未来议题,包括人工智能声音、中国本土声音、AIGC多模态声音研究和自动提取技术的开发。As an important communication tool,audio is ubiquitous in marketing.Compared with other marketing communication tools(such as text,picture,smell,etc.),audio has the advantages of wide channels,implicit and deep influence,and unobservable marketing purposes,which has attracted the attention of academia and practice.Understanding the specific role and theoretical mechanism of audio in marketing is the key premise for the effective use of audio,and an important issue to promote audio research.This paper systematically introduces the development of audio research and reveals the keywords of three major themes of audio research,including sensory marketing,multimodal,and AI.Audio can lead to a series of emotional and cognitive responses,and then promote individual purchase and prosocial behaviors to achieve the marketing effect or marketing performance.Neural mechanism,attentional control theory,prediction processing theory,and associative psychology are the key perspectives to understand the marketing effect of audio.This paper summarizes and compares the analysis methods of audio,and sorts out the technical process of automatic extraction and calculation.Finally,this paper puts forward four future topics,including the research on AI audio,Chinese native sound,and AIGC multimodal sound,and the development of automatic extraction technique.

关 键 词：声音 声音营销效应 感官营销 自动提取技术 非结构化数据 

分 类 号：F270[经济管理—企业管理]