钟科¹,王海忠²,杨晨³

• 1:海南大学 经济与管理学院，海南 海口 570228
• 2:中山大学 管理学院，广东 广州 510275
• 3:华南理工大学 工商管理学院，广东 广州 510640

摘要(Abstract)：

感官营销是指融入消费者的五种感官体验并影响消费者的感知、判断和行为的营销方式,是营销学近年来快速发展的研究领域。本文回顾了感官营销研究的理论模型,分别对触觉、视觉、听觉、嗅觉、味觉及跨感官交互的消费者行为学相关文献进行了回顾和梳理,并阐述了感官营销领域未来可能的研究拓展方向。

关键词(KeyWords)： 感官营销;五感;感觉;知觉;基础认知

Abstract:

Keywords:

基金项目(Foundation): 国家自然科学基金青年科学基金项目(71502067);海南省自然科学基金面上项目(20167240);海南大学青年基金项目(qnjj1505);海南大学科研启动经费资助项目(kyqd1559)

作者(Author): 钟科¹,王海忠²,杨晨³

DOI: 10.16538/j.cnki.fem.2016.05.006

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