基于概念隐喻理论和交感思维理论的感官营销研究

With increasing market competition and product homogenization, its more and more difficult to improve product value by adding new unique features, and marketing managers turned to pay attention to customer experiences. Under this background, sensory marketing has got much attention in academe in past few years. Sensory marketing focus on consumers’ fundamental senses such as haptics, olfaction, gustatory, and though adjusting sensory stimulate to affects their perception, judgment and behavior. Based on conceptual metaphor theory and sympathetic magical thinking theory, take taste perception as study object, this research aim to solve three unsolved three question in sensory marketing: Discuss the cross-modal correspondence of internal somesthetic sense(equilibrium sense) with other external sense at low level, and answer how equilibrium sense influence consumers’ product perception at high level (Research one); Discuss the influence of product-related person information on consumers’ product sense evaluation, uncover the matching relation of them, and figure out how their congruence/incongruence effect consumers’ sensory evaluation and purchasing behavior (Research two); From the perspective of thinking theory, analyze the consumers’ individual difference in sensation transference effects, and based on “law of similarity”, investigate the influence of product meaningful shape on consumers’ sensation evaluation and purchasing intention (Research three). From a theoretical perspective, this project expand the scope of sensory marketing, and also can, to a certain extent, improve the theoretical framework of sensory marketing. From a application perspective, the research outcome is very valuable to companies for designing new product, positioning new product, and choosing communication strategy.

随着产品同质化程度越来越高，通过增加独特产品功能提升产品价值越来越难，营销管理者不得不将目光转向消费者体验，感官营销近年受到极大关注。感官营销聚焦于基础感觉，是一种通过调整感官刺激进而影响消费者感知、判断和行为的营销方式。本研究基于概念隐喻和交感思维理论，以味觉为研究对象，致力于探讨以下三个研究空白点：探讨平衡觉在低层次上和其他外部感觉的跨通道联结，及其在高层次上对消费者认知的影响（研究一）；探讨产品关联人物信息对消费者感官评价的影响，揭示出两者间匹配关系及匹配一致/不一致对消费者评价和购物行为的影响（研究二）；从思维差异角度揭示出感官传递效应的个体差异；基于“相似律”视角，探讨食品形状对消费者味道评价和购买意图的影响（研究三）。理论上，研究拓展了感官营销研究范畴，一定程度完善了感官营销研究理论框架。应用上，研究结论对企业产品设计、产品市场定位选择和促销沟通策略选择，都具有重要指导意义。

随着产品同质化程度变高，增加独特功能提升产品价值越来越难，营销方式日趋转向消费者体验，感官营销近年受到极大关注，它是一种通过调整感官刺激进而影响消费者感知、判断和行为的营销方式。本研究基于概念隐喻、具身认知和交感思维理论，以视、味、嗅觉为主要研究对象，解决相关研究空白点,结论对卖场环境、产品、品牌LOGO设计等具有重要指导意义。.研究回顾了味觉、嗅觉及视觉营销相关成果，并从神经生理学、进化论和语义学角度分析了多感觉交互深层次机理，构建了多感官匹配一致性模型，为相关研究和应用提供新思路。基于概念隐喻和具身认知理论，研究探讨了味觉、嗅觉与高层次社会概念间的隐喻关系，及其对消费者认知和行为的影响。通过探究12种气味的概念激活，研究发现不同感官在语义上也存在交互，运用因子分析法提炼了气味的效价、唤醒度、独特性三个维度。项目视觉研究主要以品牌设计为切入点，探讨品牌名称、形状和线条等对元素对消费者认知的影响，发现品牌标识形状特征（正方形VS长方形）及线条特征（尖角VS曲线）影响品牌的可爱、能力、信任、心理距离感知。基于具身认知理论，研究探讨了饮食行为中感官元素对心理模拟的影响，总结心理模拟的两大类前因变量，证实感知食物空间距离对心理模拟的营销，提示可通过丰富感官要素促进心理模拟增加消费者购买意愿，亦或阻碍心理模拟降低不健康食物消费欲望，解决过食、肥胖问题。研究发现产品关联人物个性特征和味觉间具有匹配关系，基于交感思维理论揭示出思维方式、超常信仰等对感觉传递效应的调节作用，解答了感觉传递效应个体表现差异的深层次原因。.研究的主要科学价值：(1)探讨人类基础感觉与高层次社会概念间的隐喻关系及其对消费者认知影响，丰富了感官营销研究视角；(2)解析多感官交互基本表现及形成机理，构建了多感官匹配一致性模型；(3)通过语义概念联想法，提炼了气味特征的三个维度；(4)基于交感思维理论，揭示出感觉传递效应个体差异的根源。