, 1
7991 
12124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
参考文献
1 阿瑞娜•克里希纳著, 钟科译. 感官营销力: 五感如何影响顾客购买[M]. 上海: 格致出版社, 2016.
2 牟兵兵, 宛小昂. 触觉与视觉的跨通道联结及其营销应用[A]. 第十七届全国心理学学术会议论文摘要集[C]. 北京: 中国心理学会, 2014.
6 Becker L, van Rompay T J L, Schifferstein H N J, et al. Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations[J]. Food Quality and Preference, 2011, 22（1）: 17–23. DOI:10.1016/j.foodqual.2010.06.007
7 Billing M, Öström Å, Lagerbielke E. The importance of wine glasses for enhancing the meal experience from the perspectives of craft, design and science[J]. Journal of Foodservice, 2008, 19（1）: 69–73. DOI:10.1111/fri.2008.19.issue-1
8 Bremner A J, Lewkowicz D J, Spence C. Multisensory development[M]. Oxford, UK: Oxford University Press, 2012.
9 Churchill A, Meyners M, Griffiths L, et al. The cross-modal effect of fragrance in shampoo: Modifying the perceived feel of both product and hair during and after washing[J]. Food Quality and Preference, 2009, 20（4）: 320–328. DOI:10.1016/j.foodqual.2009.02.002
10 Crisinel A S, Spence C. As bitter as a trombone: Synesthetic correspondences in nonsynesthetes between tastes/flavors and musical notes[J]. Attention, Perception & Psychophysics, 2010, 72（7）: 1994–2002.
11 Crisinel A S, Spence C. The impact of pleasantness ratings on crossmodal associations between food samples and musical notes[J]. Food Quality and Preference, 2012, 24（24）: 136–140.
12 Demattè M L, Sanabria D, Spence C. Cross-modal associations between odors and colors[J]. Chemical Senses, 2006, 31（6）: 531–538. DOI:10.1093/chemse/bjj057
13 Demattè M L, Sanabria D, Spence C. Olfactory discrimination: When vision matters[J]. Chemical Senses, 2009, 34（2）: 103–109.
14 Deroy O, Spence C. Crossmodal correspondences: Four challenges[J]. Multisensory Research, 2016, 29（1–3）: 29–48. DOI:10.1163/22134808-00002488
15 Deroy O, Valentin D. Tasting liquid shapes: Investigating the sensory basis of cross-modal correspondences[J]. Chemosensory Perception, 2011, 4（3）: 80–90. DOI:10.1007/s12078-011-9097-1
16 Evans K K, Treisman A. Natural cross-modal mappings between visual and auditory features[J]. Journal of Vision, 2010, 10（1）, doi: 10.1167/10.1.6. DOI:10.1167/10.1.6
17 Fairhurst M T, Pritchard D, Ospina D, et al. Bouba-Kiki in the plate: Combining crossmodal correspondences to change flavour experience[J]. Flavour, 2015, 4: 22. DOI:10.1186/s13411-015-0032-2
18 Gal D, Wheeler S C, Shiv B. Cross-modal influences on gustatory perception[EB/OL]. Social Science Electronic Publishing. http://ssrn.com/abstract=1030197, 2007-11-14.
19 Gallace A, Boschin E, Spence C. On the taste of " Bouba” and " Kiki”: An exploration of word-food associations in neurologically normal participants[J]. Cognitive Neuroscience, 2011, 2（1）: 34–46. DOI:10.1080/17588928.2010.516820
20 Garber Jr L L, Hyatt E M, Starr Jr R G. The effects of food color on perceived flavor[J]. Journal of Marketing Theory and Practice, 2000, 8（4）: 59–72. DOI:10.1080/10696679.2000.11501880
21 Guéguen N. The effect of glass colour on the evaluation of a beverage’s thirst-quenching quality[J]. Current Psychology Letters: Behaviour, Brain & Cognition, 2003, 2（11）: 1–6.
22 Harrar V, Piqueras-fiszman B, Spence C. There’s more to taste in a coloured bowl[J]. Perception, 2011, 40（7）: 880–882. DOI:10.1068/p7040
23 Hoegg J, Alba J W. Taste perception: More than meets the tongue[J]. Journal of Consumer Research, 2007, 33（4）: 490–498. DOI:10.1086/502810
24 Hultén B. Sensory marketing: The multi-sensory brand-experience concept[J]. European Business Review, 2011, 23（3）: 256–273. DOI:10.1108/09555341111130245
25 Imschloß M, Homburg C, Kühnl C. Between too much and too little: Exploring the interactive effects of arousal congruity and sensory load in multisensory configurations of store environments[A]. 41th EMAC Conference[C]. Lisbon: ISCTE Business School, 2012.
26 Klink R R. Creating brand names with meaning: The use of sound symbolism[J]. Marketing Letters, 2000, 11（1）: 5–20. DOI:10.1023/A:1008184423824
27 Knoeferle K M, Woods A, Käppler F, et al. That sounds sweet: Using cross-modal correspondences to communicate gustatory attributes[J]. Psychology & Marketing, 2015, 32（1）: 107–120.
28 Krishna A. An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior[J]. Journal of Consumer Psychology, 2012, 22（3）: 332–351. DOI:10.1016/j.jcps.2011.08.003
29 Krishna A. Customer sense: How the 5 senses influence buying behavior[M]. New York: Palgrave Macmillan, 2013: 8–15.
30 Krishna A, Elder R S, Caldara C. Feminine to smell but masculine to touch? Multisensory congruence and its effect on the aesthetic experience[J]. Journal of Consumer Psychology, 2010, 20（4）: 410–418. DOI:10.1016/j.jcps.2010.06.010
31 Krulich R. Vowels control your brain[EB/OL]. National Public Radio Blog. http://www.npr.org/blogs/krulwich/2011/12/07/143265882/vowels-control-your-brain, 2011-12-08.
32 Lee S W S, Schwarz N. Bidirectionality, mediation, and moderation of metaphorical effects: The embodiment of social suspicion and fishy smells[J]. Journal of Personality and Social Psychology, 2012, 103（5）: 737–749. DOI:10.1037/a0029708
33 Lehrl S, Gerstmeyer K, Jacob J H, et al. Blue light improves cognitive performance[J]. Journal of Neural Transmission, 2007, 114（4）: 457–460. DOI:10.1007/s00702-006-0621-4
34 Liang P, Roy S, Chen M L, et al. Visual influence of shapes and semantic familiarity on human sweet sensitivity[J]. Behavioural Brain Research, 2013, 253: 42–47. DOI:10.1016/j.bbr.2013.07.001
35 Lowrey T M, Shrum L J. Phonetic symbolism and brand name preference[J]. Journal of Consumer Research, 2007, 34（3）: 406–414. DOI:10.1086/518530
36 Ludwig V U, Adachi I, Matsuzawa T. Visuoauditory mappings between high luminance and high pitch are shared by chimpanzees（） and humans[R]. Proceedings of the National Academy of Sciences of the United States of America, 2011, 108（51）: 20661–20665.
Pan troglodytes DOI:10.1073/pnas.1112605108
37 Mattila A S, Wirtz J. Congruency of scent and music as a driver of in-store evaluations and behavior[J]. Journal of Retailing, 2001, 77（2）: 273–289. DOI:10.1016/S0022-4359(01)00042-2
38 Maurer D, Pathman T, Mondloch C J. The shape of boubas: Sound-shape correspondences in toddlers and adults[J]. Developmental Science, 2006, 9（3）: 316–322. DOI:10.1111/desc.2006.9.issue-3
39 Mesz B, Trevisan M A, Sigman M. The taste of music[J]. Perception, 2011, 40（2）: 209–219. DOI:10.1068/p6801
40 Moore D J. Is anticipation delicious? Visceral factors as mediators of the effect of olfactory cues on purchase intentions[J]. Journal of Business Research, 2014, 67（9）: 2045–2051. DOI:10.1016/j.jbusres.2013.10.005
41 Morrison M, Gan S, Dubelaar C, et al. In-store music and aroma influences on shopper behavior and satisfaction[J]. Journal of Business Research, 2011, 64（6）: 558–564. DOI:10.1016/j.jbusres.2010.06.006
42 Ngo M K, Misra R, Spence C. Assessing the shapes and speech sounds that people associate with chocolate samples varying in cocoa content[J]. Food Quality and Preference, 2011, 22（6）: 567–572. DOI:10.1016/j.foodqual.2011.03.009
43 Noel C, Dando R. The effect of emotional state on taste perception[J]. Appetite, 2015, 95: 89–95. DOI:10.1016/j.appet.2015.06.003
44 Norton M I, Mochon D, Ariely D. The IKEA effect: When labor leads to love[J]. Journal of Consumer Psychology, 2012, 22（3）: 453–460. DOI:10.1016/j.jcps.2011.08.002
45 North A C, Shilcock A, Hargreaves D J. The effect of musical style on restaurant customers’ spending[J]. Environment and Behavior, 2003, 35（5）: 712–718. DOI:10.1177/0013916503254749
46 Oberfeld D, Hecht H, Allendorf U, et al. Ambient lighting modifies the flavor of wine[J]. Journal of Sensory Studies, 2009, 24（6）: 797–832. DOI:10.1111/jss.2009.24.issue-6
47 Piqueras-Fiszman B, Alcaide J, Roura E, et al. Is it the plate or is it the food? Assessing the influence of the color（black or white） and shape of the plate on the perception of the food placed on it[J]. Food Quality and Preference, 2012, 24（1）: 205–208. DOI:10.1016/j.foodqual.2011.08.011
48 Piqueras-Fiszman B, Spence C. Do the material properties of cutlery affect the perception of the food you eat? An exploratory study[J]. Journal of Sensory Studies, 2011, 26（5）: 358–362. DOI:10.1111/jss.2011.26.issue-5
49 Simner J, Cuskley C, Kirby S. What sound does that taste? Cross-modal mappings across gustation and audition[J]. Perception, 2010, 39（4）: 553–569. DOI:10.1068/p6591
50 Smith L B, Sera M D. A developmental analysis of the polar structure of dimensions[J]. Cognitive Psychology, 1992, 24（1）: 99–142. DOI:10.1016/0010-0285(92)90004-L
51 Spangenberg E R, Sprott D E, Grohmann B, et al. Gender-congruent ambient scent influences on approach and avoidance behaviors in a retail store[J]. Journal of Business Research, 2006, 59（12）: 1281–1287. DOI:10.1016/j.jbusres.2006.08.006
52 Spence C. Crossmodal correspondences: A tutorial review[J]. Attention, Perception & Psychophysics, 2011, 73（4）: 971–995.
53 Spence C. Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism[J]. Journal of Consumer Psychology, 2012, 22（1）: 37–54. DOI:10.1016/j.jcps.2011.09.004
54 Spence C, Gallace A. Tasting shapes and words[J]. Food Quality and Preference, 2011, 22（3）: 290–295. DOI:10.1016/j.foodqual.2010.11.005
55 Spence C, Harrar V, Piqueras-Fiszman B. Assessing the impact of the tableware and other contextual variables on multisensory flavour perception[J]. Flavour, 2012, 1: 7. DOI:10.1186/2044-7248-1-7
56 Spence C, Shankar M U. The influence of auditory cues on the perception of, and responses to, food and drink[J]. Journal of Sensory Studies, 2010, 25（3）: 406–430. DOI:10.1111/jss.2010.25.issue-3
57 van Rompay T J L, Fransen M L, Borgelink B G D. Light as a feather: Effects of packaging imagery on sensory product impressions and brand evaluation[J]. Marketing Letters, 2014, 25（4）: 397–407. DOI:10.1007/s11002-013-9260-3
58 van der Wal R C, van Dillen L F. Leaving a flat taste in your mouth: Task load reduces taste perception[J]. Psychological Science, 2013, 24（7）: 1277–1284. DOI:10.1177/0956797612471953
59 Velasco C, Wan X A, Salgado-Montejo A, et al. The context of colour-flavour associations in crisps packaging: A cross-cultural study comparing Chinese, Colombian, and British consumers[J]. Food Quality and Preference, 2014, 38: 49–57 DOI:10.1016/j.foodqual.2014.05.011
60 Walker L, Walker P, Francis B. A common scheme for cross-sensory correspondences across stimulus domains[J]. Perception, 2012, 41（10）: 1186–1192. DOI:10.1068/p7149
61 Wan X A, Zhou X, Woods A T, et al. Influence of the glassware on the perception of alcoholic drinks[J]. Food Quality and Preference, 2015, 44: 101–110. DOI:10.1016/j.foodqual.2015.03.018
62 Wansink B, Chandon P. Can " low-fat” nutrition labels lead to obesity[J]. Journal of Marketing Research, 2006, 43（4）: 605–617. DOI:10.1509/jmkr.43.4.605
63 Wansink B, van Ittersum K. Bottoms up! The influence of elongation on pouring and consumption volume[J]. Journal of Consumer Research, 2003, 30（3）: 455–463. DOI:10.1086/378621
64 Yan D F, Sengupta J, Wyer Jr R S. Package size and perceived quality: The intervening role of unit price perceptions[J]. Journal of Consumer Psychology, 2014, 24（1）: 4–17. DOI:10.1016/j.jcps.2013.08.001
65 Yorkston E, Menon G. A sound idea: Phonetic effects of brand names on consumer judgments[J]. Journal of Consumer Research, 2004, 31（1）: 43–51. DOI:10.1086/383422
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.
导出参考文献，格式为：
