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近年来,感官营销研究获得较多学者关注,其研究焦点集中在探索各感觉器官的内部交互作用和外部线索对感官感知影响两个方面,取得显著成果。本文以味觉作为研究对象,基于“交感思维”理论和“具身”理论,通过两个威士忌酒口味测试实验,考察了生产者个性特征对消费者味道感知的影响,拓展了影响感官感知的外部线索范畴。研究发现,在人们的认知中,描述味道的词语和个性特征间具有匹配关系,且生产者个性特征会影响消费者味道感知,消费者会高估与生产者个性特征相匹配的味道评价,但这种影响会受到超常信仰的调节作用,相对于低超常信仰消费者,高超常信仰消费者更易出现触染效应。最后研究也发现,消费者认为应该将食品定位于具有和该食物味道属性相匹配个性特征的群体。
In recent years, sensory marketing research has received more scholars’ attention. Its research focuses on exploring the internal interaction of sensory organs and the influence of external cues on sensory perception, and achieved remarkable results. Based on the theory of “sympathetic thinking” and “body”, this paper investigates the impact of personality traits of consumers on consumer taste perception through two whiskey taste test experiments, and expands the impact Sensory perception of external cues. The study found that in people’s cognition, the words describing the taste and the personality traits have a matching relationship, and the personality traits of the producers will affect consumers’ perception of taste. Consumers will overestimate the taste evaluation that matches the personality traits of the producers. However, this effect will be supervised by extraordinary beliefs, which are more likely to appear as contagious effects than those who are low-belief believers. The final study also found that consumers believe food should be positioned to have a personality profile that matches the taste attributes of the food.