| According to the theory of embodied cognition and the viewpoint of embodied metaphor,our body status would change the cognitive state and sensory experience so as to arouse the gaining of metaphorical concept.Taste is one of the indispensable feelings for human survival,and has substantially extended beyond the direct feeling of “tongue tip.”Taste affects consumers’ purchase intentions and inter-period decisions.This study cuts in from the perspective of embodied cognition,and explores the influence of taste and emotion on consumers’ impulsive buying behavior.The study is formed by three experiments:(1)primarily designed with a single factor test room experiment,with 90 college students as the test subjects,explore the impact of different feeling of tastes on the impulsive buying behavior of consumers(sweet taste / bitter taste/ pure water);(2)have a on-site study to explore the relationship of participants drinking(sweet taste/ bitter taste/ pure water)before going supermarket and study whether the subjects’ subsequent purchases will make a difference;(3)there is experiment of 2(positive emotion vs negative emotion)× 2(bitter taste vs pure water)to verify whether the embodied metaphor of taste still exist under different emotions and to explore whether there is interaction between emotion and taste.Therefore,there is a further upgrading of study conclusion and verification of the embodied metaphor theory,and there is marketing reference for businessmen to undertake purposeful marketing strategies.The result of study shows that:(1)There is significant metaphor effect in taste.Compared with theparticipants of sweet group and pure water group,the participants of bitter groupwould choose the adjunctive words related with “bitter” life when they thinkabout their future life after drinking,so the bitter taste experience arousescorrespondent concept of bitterness;while the participants of sweet group choosemuch more adjunctive words related with “sweet” life.(2)Taste also affect the impulsive buying behavior.Compared with the bittergroup,the participants in sweet group would have higher level of impulsivebuying behavior and the main effect of taste is significant;however,it is not significant between the sweet group and pure water group.(3)It is found in the site experiment that the number of participants of sweet group having impulsive buying behavior is significantly higher than that in bitter group and the pure water group.(4)After luring the different emotions of participants,it is found that there is significant interaction role between emotion and taste.With the luring of negative emotion,the level of impulsive buying behaviorofparticipants in bitter group is higher than that in the pure water group. |
