| In today's increasingly competitive environment,it is more and more difficult to use traditional promotion methods to obtain competitive advantage.“Experience marketing” has gradually become an important competitive tool in the new economic order,and consumer sense experience has become the enterprise people new horn race arena.As one of the important means of experiential marketing sensory marketing mainly influences consumer perception by manipulating the sensory experience of consumers and then achieve the purpose of affecting their cognition judgment and behavior.Compared with traditional marketing methods,a big characteristic of sensory marketing is that consumers are not likely to be aware of the impact and will not regard the sensory information in the shopping experience as promotional information.So instead of producing the same resistance as usual advertising or other promotions,this latent and hidden feature of sensory marketing is its unique advantage.Early sensory marketing focused on the impact of a single sensory modal(such as smell,hearing,touch,etc.)on consumers until recent years,Scholars gradually pay attention to the influence of interaction and matching between different senses on consumer behavior.The study of multi-sensory interactive was a relatively small field of study ten years ago,and a few sporadic studies came from only a few laboratories,the rise of cross-modal correspondence.To a large extent,multisensory interaction research has been promoted and become one of the most rapid research hotspots in the field of multi-sensory research.Cross-modal correspondence mainly refers to the trend that the characteristics or attributes in one sensory modal match(or correlate)with those in another sensory modal.Most of the existing cross-modal correspondence studies focus on the corresponding interaction of vision,hearing and taste,but the cross-modal correspondence between vision and tactile is relatively few.Vision,as the main way for human to obtain external information,obtains 80%of the external information.A brand or product needs to transmit valuable information to consumers,and visual communication is one of the most important ways.In the current Internet environment,consumers get more information through vision,process,judge and make decisions before purchasing,which makes visual information become more critical.In the visual information of products,color and shape are the two most important attributes.There are more researches on the influence of color on consumers in the past,but in fact,the influence of shape on consumers can not be ignored.Not only does shape have a significant effect on consumer behavior,but psychological research on visual perception suggests that shape is easier to remember than color,while for an object or product,It can be colorless(transparent or black and white),but must have a shape.As the first developed sense organ in human life and the last one that degenerates with age,tactile sense is the bridge of human exploration and communication with external environment,and plays an important role in product evaluation.Temperature is ubiquitous as one of the important attributes of tactile perception.At the same time,temperature perception,as a special attribute of tactile attribute,not only involves the body(body warmth),but also the psychological aspect(psychological warmth).The research on the effect of temperature on consumer behavior has made a lot of achievements.Not only physical perception,but also emotional cognition and so on.In addition,tactile research has been called for to explore alternatives to direct physical contact,especially in the context of the rapid growth of haptic media environments(such as online shopping).Because the shape and the temperature widely exist in various consumption scenarios,and are often coexisting,such as the products with hot and cold properties and their packaging,the shape elements in advertising and trademark design,the shape clues in the layout of shopping places in different seasons,etc.Based on the possible transitivity of cross-modal correspondence,this paper argues that temperature may mediate the influence of other sensory experiences on behavior,and the multi-sensory interaction between temperature and other sensory attributes will also affect consumer behavior.Therefore,the cross-modal correspondence between shape and temperature has a great application prospect,however,the crossmodal correspondence between shape and temperature is relatively scarce.Based on the above research background,this paper explores the influence of the cross-modal relationship between shape(Angular vs.Curved)and temperature on consumers' willingness to buy,focusing on the following issues:(1)Whether there is a Cross-Modal correspondence between shape and temperature in consumers' Cognition?(2)Can different shapes activate consumers' perception of temperature and further influence their willingness to buy?(3)How does the matching of product shape cues and temperature attributes affect consumers?(4)Does the individual touch demand(NFT)adjust the effect of shape matching with temperature on consumers' willingness to buy?Referring to the previous research paradigm of cross-modal correspondence of shapes,from the establishment of correspondence relationship to the application,it mainly includes two levels and three series of studies: the first level is to establish the corresponding relationship between shape and other sensory attributes.This is the basis of the following two studies;the second level includes two studies: one is to analyze the transitive effect of shape on the corresponding sensory attributes;the other is to explore the effect of matching between shape and corresponding sensory attributes on consumer behavior.Therefore,the relationship between shape and temperature and its influence on consumers are discussed through three series of studies.In this paper,there are three studies,eight experiments(including one preexperiment),one study to verify whether there is a cross-modal correspondence between shape and temperature,two studies to analyze the transitivity effect,three studies to discuss the effect of matching.The conclusion of the last two studies from different angles.On the basis of relevant theories and previous research results,this paper puts forward theoretical hypotheses,and designs a research scheme.According to the research design,the data are collected experimentally,and the data are analyzed and hypothetically verified by SPSS25.0 software.The main contents are as follows:(1)study 1.According to the body and mind integration theory,the basic cognitive theory,the cross-modal correspondence theory and the previous research results,we speculated the shape(sharp angle vs.).There is a cross-modal correspondence relationship between curved edges and temperature.In this study,two experimental designs were used to verify the relationship in different populations.(2)the second study was based on the conclusion of study one and the theory of conceptual metaphor.It is speculated that the activation of shape cues to the perception of warm body experience may further influence consumers' cognition and behavior.This study simulates consumer situations through two experiments.The shape is applied to the advertising design background map(shape cues)to verify that the shape cues can activate the consumers' body warmth perception,trigger psychological warmth perception and then affect their purchase intention.(3)the third study is based on the first two conclusions.It is inferred that for products with obvious temperature attributes(such as seasonal products,cold and hot drinks,etc.),shape cues and product temperature attributes may have an interactive effect on consumer behavior and may have individual differences in regulation.In this study,four experimental designs(including a pre-experiment)were used to simulate consumption scenarios,and the shape was applied to the logo design background(shape cues)to verify the interaction between shape cues and product temperature attributes on consumer pleasure and willingness to buy.The role of pleasure in the influence of shape cues and product temperature matching on purchase intention was also discussed,and the difference of individual touch demand was discussed.The results show that:(1)the relationship between shape and temperature is cross-modal in consumer cognition,in which the sharp angle corresponds to the colder temperature,and the curved edge corresponds to the warmer temperature;(2)curved edge shape cues positively affect consumers' psychological warm perception of products or enterprises,and body warmth perception plays an important role in the above relationships;(3)curved edge shape cues positively affect consumers' trust in products or enterprises.Among them,physical warmth perception and psychological warmth perception play a significant role in the above relationships.(4)curved edge shape cues positively affect consumers' willingness to buy,in which physical warmth perception,psychological warmth perception,Trust plays a significant role in these relationships.(5)for products with temperature attributes,shape cues and product temperature attributes are good for consumer pleasure.Willingness to buy has a compensatory interaction-people tend to match the "hot shape" with the "cold product",and the "cold shape" with the "hot product";(6)the matching affects consumers' willingness to buy through their pleasure;(7)individual touch demand plays a regulating role in the process.The contributions of this paper are mainly reflected in the following aspects.First of all,based on the theory of physical and mental integration and the basic cognitive theory,this paper verifies the shape(vs.)on the basis of the previous research results of cross-modal correspondence.The cross-modal relationship between curved edges and temperature further expands the cross-modal correspondence between shape and touch and enriches the theoretical framework of multi-sensory cognitive research in sensory marketing.Secondly,based on the theory of conceptual metaphor and internal conceptual mechanism,this paper explains the potential mechanism of curved shape preference from the cross-modal correspondence perspective through empirical research,and verifies the perception of body warmth and psychological warmth.The chain intermediary role of trust in the influence of shape cues on consumers' willingness to buy enriches the internal mechanism of curved shape preference,and extends the influence of temperature on behavior to the effect of form-temperature-behavior.It provides a new idea for the study of the effect of temperature on behavior,for example,the influence of temperature on behavior can also be extended to the effect of shape on behavior.Thirdly,different from the previous studies focusing on the effect of "consistency" on consumers,Based on the metaphorical compensation theory and the system justice theory,this paper finds out the compensation effect in the interaction between shape and temperature(when the shape cues and temperature complement each other),the consumer's score is higher,as well as the consumer's pleasure degree,the shape clue and the product temperature.The intermediary role of matching in the influence of purchase intention,This provides a new way to understand the interaction between different sensory modal in the influence of multisensory cognition on consumers,and also reveals the effects of individual touch needs in the interaction between shape and temperature.Because consumers with high touch demand are more sensitive to tactile information and are more likely to be activated by psychological simulation,they are more susceptible to the interaction of shape and temperature.However,consumers with low touch demand tend to pay more attention to other information because they are insensitive to tactile information,so they are more vulnerable to visual shape cues,which to some extent make up for the neglect of this issue in previous studies.Due to some objective research conditions,as well as the limitations of researchers' academic water,time and energy,there are still some limitations in the depth and breadth of the research.The first is the definition and selection of sharp angle or curved edge features.In this paper,the previously used shapes are used as experimental materials,but whether other shape characteristics,such as size,symmetry,balance,complexity and so on,will affect the perception of temperature need further study.Second,the selection of application scenarios.As a basic feature of shape,sharp angle / curved edge can be applied to many different scenes.Future studies can further verify the relationship between shape and temperature in different scenarios,and the effect of matching of shape cues and temperature on consumers in different products.The third is the choice of individual variable.In this paper,we choose individual differences in tactile,and whether there are other individual differences in vision or cognition needs to be further explored and verified in the future. |
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