摘要
我们对世界的理解是通过感官来完成的,无论过去还是现在,感官都连接着我们的记忆,深入我们的情感。品牌所发出的感官刺激,是消费者行为研究的起点。本文首先阐述了感官刺激如何引起品牌体验,然后总结了嗅觉、味觉、视觉、听觉、触觉这五种感官刺激对于消费者的记忆、认知、情感和行为的直接作用。感官刺激对于消费者的作用受到多种因素的影响,主要包括:感官刺激的数量,感官刺激与产品的一致性,感官刺激与目标消费者的一致性,感官刺激与品牌的一致性。未来在多感官的交互作用对于消费者行为的影响以及感官因素对于消费者行为的影响机制模型方面有很大的研究空间。
Our understanding of the world is done through senses,whether past or present,senses are connected to our memories,our emotions.Sensory stimulation from Brand is the starting point of consumer behavior research.At first, this paper expounds how sensory stimulation cause brand experience,and then summarizes the direct effects of smell,taste,sight,hearing and touch stimulationon consumer's memory,cognition,emotion and behavior.The effects of sensory stimulationon consumers are influenced by many factors,mainly including: the number of sensory stimuli,the consistency ofsensory stimulation and product,the consistency of sensory stimulation and target consumers,the consistency of sensory stimulation and brand.In the future there area lot to research in two aspects:the influence of the cross-modal interaction on consumer,and the influence mechanism model of senses on consumer behavior.
出处
《品牌》
2016年第2期63-70,共8页
Brand
基金
国家自然科学基金项目(71372177)
关键词
感官刺激
品牌体验
消费者行为
Sensory Stimulation
Brand Experience
Consumer Behavior
