There is interaction between consumers’ different sensory modalities. A sensory from one modality can influence the sensory from another modality, and their congruency can also influence consumers’ perception, attitudes and purchase behaviors. This paper introduces the research state of sensory marketing firstly, further discusses the main performance of consumers’ multi-sensory interaction based on concept definition, and analyzes its deep formation mechanism from the prospective of neurophysiology, evolution theory and semantics. Finally, this paper explores the implications of consumers’ multi-sensory interaction for marketing practice and puts forward research directions in future studies.
Consumers’ Multi-sensory Interaction: Performance, Formation Mechanism and Research Prospects
Foreign Economics & Management Vol. 39, Issue 07, pp. 80 - 90 (2017) DOI:10.16538/j.cnki.fem.2017.07.006
Cite this article
Zhang Quancheng, Lai Tianhao, Yang Yuke, et al. Consumers’ Multi-sensory Interaction: Performance, Formation Mechanism and Research Prospects[J]. Foreign Economics & Management, 2017, 39(7): 80–90.