触觉在营销领域的应用与展望

Application and Prospect of Tactile Research in Marketing

根据触觉研究的发展脉络,从触觉属性的探索、不同触觉方式的研究以及触觉与其他感官交互三个方面分别综述了触觉在营销领域的应用。首先,对与触觉有关的四种属性提供的相关信息在营销领域的研究进行了概述;然后探讨了触觉发展到一定阶段后通过人与人之间的触摸、人与物之间的接触、物与物之间的触碰等不同触觉方式带来的情感变化在营销上的应用;最后探讨了触觉与其他四种感官的交叉在营销领域的补偿效果;不仅为人们行为和决策的变化做出了解释,还为企业和研究人员的探索提供了指导方向,进一步推动了触觉研究相关实践的发展。

According to the development of tactile research, this paper summarizes the application of touch in the field of marketing, from the exploration of the tactile properties, different communication ways of tactile research to the interaction of touch with other sensory. Firstly, it reviews the effect of information of four properties provide related to the tactile in the field of marketing research. And then, it discusses the application of the emotional changes in the different tactile ways caused at a certain stage of development in the marketing, such as the interpersonal touch, the contact between people and things, things and things touch. Finally it explores the interaction between the sense of touch and the other four sensory （ sight, hearing, smell, taste） by the compensation effect in the field of marketing. Not only the change of behavior and decision making for people to make the explanation, but also provides guidance for enterprises and researchers to further exploration, and promotes the development of the practice of tactile research.