张全成¹,赖天豪¹,杨宇科²,孙洪杰³

• 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

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¹,赖天豪¹,杨宇科²,孙洪杰³

DOI: 10.16538/j.cnki.fem.2017.07.006

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