品牌研究Issue(2)：65-72,8.
感官刺激对消费者行为作用研究的回顾与展望
The Role of Sensory Stimulation on Consumer Behavior:Review and Prospect
摘要
Abstract
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 start⁃ing 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 senso⁃ry stimulationon consumers are influenced by many factors,mainly including: the number of sen⁃sory stimuli,the consistency ofsensory stimulation and product,the consistency of sensory stimu⁃lation 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.关键词
感官刺激/品牌体验/消费者行为Key words
Sensory Stimulation/Brand Experience/Consumer Behavior分类
管理科学引用本文复制引用
高昉..感官刺激对消费者行为作用研究的回顾与展望[J].品牌研究,2016,(2):65-72,8.基金项目
国家自然科学基金项目 （）
