视觉和触觉感官体验对消费者品牌延伸评价的影响效应及心理机制研究

Brand extension, which is an important way for marketers to launch new products, has been a hot topic in market literature for 20 years. Previous research focused on how to influence consumers’ cognition consciously and overlooked the unconscious impact from sensory experiences. In fact, sensory marketing has been one of the fruitful research areas in marketing. This project will firstly bridge the gap between brand extension research and sensory marketing. Logo design environmental touch are both very important factors for all brand managers to influence consumers’ perception and attitude to a brand. In this project, we will explore the effects of visual elements (logo shapes) and haptic elements (perceived softness) on brand extension evaluation and their mechanisms. Based on the previous work of the applicant, this project proposed visual elongation effect and haptic softness effect of sensory experiences on brand extension evaluation. Embodied cognition theory is the theoretical basement of this project, and eye-track technology will be adopted. This project will contribute to the literature both in marketing and in social psychology and will deliver practical advices to brand managers as well.

品牌延伸是企业实施多元化时广泛采用的营销策略，如何缓解消费者对品牌延伸的疑虑、提高品牌延伸评价一直是营销研究中的重要课题。现有研究认为品牌延伸评价是消费者有意识认知加工的结果，因此消费者无意识的感官体验如何影响品牌延伸评价这一问题并未得到充分重视。本项目基于具身认知理论和感官营销研究范式，探讨在未被消费者有意识地作为认知线索的情况下，视、触觉感官体验如何单独或协同影响品牌延伸评价。通过系列研究探究(1)品牌标识形状(视觉感官)如何影响品牌延伸评价及其眼动行为机制；(2)软硬触感(触觉感官)的影响力及其元认知心理机制和边界条件；(3)视觉和触觉感官如何协同影响消费者的品牌延伸评价。本项目的理论创新在于提出感官体验是消费者品牌延伸评价新的影响因素，并通过技术手段与实验研究对视、触觉感官的具身效应提出新的心理机制解释。本项目的实践价值在于为管理者实施品牌延伸提供新的感官营销手段。

按照项目计划，本研究通过一系列研究发现了感官体验（视觉、触觉、嗅觉）对消费者行为的新效应。此外，项目研究团队基于前期研究成果、方法和相近的研究设备，还将研究领域拓展到要素品牌和营销语言领域。本项目发现，品牌标识图形的长宽比会影响消费者对品牌时间属性的评价；消费者的触觉软硬体验对品牌延伸评价有显著影响；品牌标识图形在消费者对营销文案的语句加工中会发挥语言功能；含有嗅觉线索的在线旅游评价提升消费者对旅游产品信息的记忆；拟人化的要素品牌会增进消费者的亲近感知，进而增加购买意愿等。项目对精细揭示营销刺激对消费者行为影响的心理学原理有一定贡献，同时对企业优化营销决策具有借鉴意义。