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55“未见其人，先闻其声”——声音作为一种重要的沟通工具，在营销中无处不在。相比其他营销沟通工具（如文字、图片、气味等），声音具有渠道广、影响隐性且深入、营销目的不易察觉等优势，引起学界和业界的关注。理解营销中声音有何具体作用及其理论机制，是有效利用声音的关键前提，是推动声音研究的重要议题。文章系统地介绍了声音研究的发展脉络，并揭示了声音研究三大主题（包括感官营销、多模态和人工智能）的关键词。声音会使个体产生一系列情绪和认知反应，促进购买和服从行为，达成营销效果。神经机制、注意控制理论、预测加工理论和联想心理学四个解释机制是认识声音营销效应的关键视角。文章归纳和对比了声音的分析方法，梳理了其自动化提取和分析流程。最后，文章提出了四大未来议题，包括人工智能声音、中国本土声音、AIGC多模态声音研究和自动提取技术的开发。
“声”入人心：声音的营销效应、机制与自动提取技术
摘要
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引用本文
冉雅璇, 董林康, 黄雨婷, 等. “声”入人心：声音的营销效应、机制与自动提取技术[J]. 外国经济与管理, 2024, 46(11): 85-102.
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