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11541消费者的多种感觉通道之间往往存在交互作用，不仅一种通道的感觉可能影响另一种通道的感觉，而且两者间的匹配一致性还会影响消费者的感知、态度和购买行为。本文首先介绍了感官营销研究的现状，并在概念界定的基础上进一步介绍了消费者多感觉交互的主要表现，然后从神经生理学、进化论和语义学三个角度分析了多感觉交互产生的深层次机理，探讨了其对营销实践的启示，最后展望了消费者多感觉交互未来的研究方向。
消费者的多感觉交互：表现、形成机制及研究展望
摘要
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引用本文
张全成, 赖天豪, 杨宇科, 等. 消费者的多感觉交互：表现、形成机制及研究展望[J]. 外国经济与管理, 2017, 39(7): 80–90.
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