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15232感官营销是指融入消费者的五种感官体验并影响消费者的感知、判断和行为的营销方式,是营销学近年来快速发展的研究领域。本文回顾了感官营销研究的理论模型,分别对触觉、视觉、听觉、嗅觉、味觉及跨感官交互的消费者行为学相关文献进行了回顾和梳理,并阐述了感官营销领域未来可能的研究拓展方向。
感官营销研究综述与展望
摘要
参考文献
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钟科, 王海忠, 杨晨. 感官营销研究综述与展望[J]. 外国经济与管理, 2016, 38(5): 69–85.
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