具身认知视角下的消费者行为

Consumer behavior from the perspective of embodiment cognition

具身理论已经成为消费者行为研究中一个重要的方向,产生了大量的研究成果,但国内相关研究却非常匮乏。为了推动国内研究在这一领域的发展,从视觉、触觉、味觉和运动知觉这几个方向对相关研究进行了综述。在视觉特征方面,主要考察了上下、左右和大小特征的作用;在触觉方面,主要考察了软硬、重量和温度的作用,在味觉方面,主要考察了甜和苦的作用;在运动知觉方面,主要考察了上下运动、趋近远离运动和关闭动作的作用。最后,根据以往研究的局限,提出了未来研究方向。

Embodiment cognition theory has become a significant direction of consumer behaviour with abundant research findings. Hardly, however, have any related studies done in China. To promote the development of this domain, we reviewed relevant researches from the perspective of visual sense, tactile sense, taste sense and perception of movement. In the aspect of visual sense, we examined the impact of ＂up and down＂, ＂left and right＂ and ＂big and small＂. In the aspect of tactile sense, we mainly studied the effect of ＂soft and hard＂, weight and temperature. In the aspect of taste sense, we mainly studied the effect of ＂sweet and bitter＂. In the aspect of perception of movement, we examined the impact of ＂up and down movement＂, ＂approaching movement＂ and ＂shut-down action＂. Finally, based on the limitation of previous researches, we put forward directions for future research.