项目名称: 基于认知心理学与虚拟现实的感官营销与跨通道联结研究
项目编号: No.71472106
项目类型: 面上项目
立项/批准年度: 2015
项目学科: 管理科学
项目作者: 宛小昂
作者单位: 清华大学
项目金额: 60万元
中文摘要: 感官营销的主旨在于利用消费者的五官感受影响对产品的认知、选择偏好、消费行为。本项目以认知心理学的理论框架与实验范式为基础,以虚拟现实为技术手段,以饮食产品为切入点,研究视觉- - 味觉的交互作用对消费者行为的影响。项目内容包括三个部分。首先,我们研究颜色- - 味道跨通道联结如何影响消费者心理与行为。第二,我们研究颜色、情境、味道三者之间的交互作用如何影响消费者心理与行为。第三,我们研究包装- - 味道联结如何影响消费者心理与行为。本项目运用认知心理学中成熟的行为实验方法,发挥虚拟现实技术为实验研究提供的沉浸感和互动性,揭示跨通道联结的内在机制,探讨怎样的多重感官体验才能提高消费者的愉悦感、建立品牌忠诚度、刺激购买和消费行为,为国内市场营销实践提供理论基础。
中文关键词: 消费者行为;感官营销;虚拟现实;跨通道联结;实验研究
英文摘要: Sensory marketing aims to influence consumers' perception, preference, and consumption behavior by engaging their vivsual,auditory, gustatory, olfactory, and tactile perception. In this project, we plan to employ the concepts and experimental paradigms in cognitive psychology as well as the virtual reality technique to investigate how visual and gustatory information interact to influence consumers' behavior regarding food and beverage products. In Study 1, we plan to examine how colour-flavour associations influence consumers' perception, memory and preference. In Study 2, we plan to investigate how consumers are influenced by the colour-context-flavour interactions which have been revealed in our preliminary experiments. In Study 3, we plan to extend this line of research to the colour of package, and to examine how package-flavour interactions influence consumer behavior.The underlying mechanisms of crossmodal associations will be discussed, and the findings of this project will have direct implications to sensory marketing.
英文关键词: Consumer behavior;sensory marketing;virtual reality;crossmodal associations;experimental research