感官訴求的概念與實徵

A Study on Sensory Appeals: Concept and Empirical Testing

10.30163/BR.201203.0001

何碧蘭(Pi-Lan Ho)；廖淯菘(Yu-Sung Liao)

感官訴求 ； 感官廣告訊息 ； 味覺知覺 ； 知覺知識 ； 涉入 ； Sensory Appeals ； Sensory Advertising Message ； PerceivedTastePerceptual Knowledge ； Involvement

文大商管學報

17卷1期（2012 / 03 / 01）

1 - 20

繁體中文

感官訴求的意涵在於：以商品的知覺屬性，強調所能帶來的感官刺激，以創造消費者最大的知覺感受。本研究探討行銷溝通策略，提出感官訴求之概念以及實徵證據。理論建構引用自神經科學與生理物理學在刺激研究之成果為推論基礎，將概念轉為行為科學變項加以實證，用實驗設計法操弄廣告訊息內容與涉入程度兩個獨變項，觀察受試者於廣告效果的依變項反應上所產生之系統性偏誤。實徵資料顯示：受試者在閱讀多重相較於單一感官廣告訊息，於隨後的試吃活動，有顯著一致性較高的味覺知覺、願付價格以及正負面評價次數差的表現，而涉入程度會干擾這個效果的發生。應用多重的感官知覺刺激來增加廣告效果之實務應用策略，可為廠商於規劃行銷溝通時的新思考方向。

The sensory appeal focuses on maximizing consumer's perception by what the attributes of the merchandise can stimulate human senses. This paper proposed a new advertising appeal and empirical testing. Rationale was drawn from evidences of Neuroscience and Psychophysics then further tested in laboratory setting. Experimental results showed that participants were found respond positively on perceived taste, willingness to pay, and evaluation comments when receiving multiple-sense (vs. single-sense) advertising messages, and involvement can moderate this effect. Improving advertising effect with stimulating complete sensory experiences is an emerging advertising appeal in persuasion for marketing practitioners.

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