张全成,赖天豪,杨宇科,孙洪杰

• 1:四川师范大学商学院
• 2:西南财经大学工商管理学院
• 3:重庆工商大学商务策划学院

摘要(Abstract)：

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。

关键词(KeyWords)： 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

Abstract:

Keywords:

基金项目(Foundation): 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)

作者(Author): 张全成,赖天豪,杨宇科,孙洪杰

DOI: 10.16538/j.cnki.fem.2017.07.006

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