香气在营销中的应用

香气营销是一种基于嗅觉与情绪、记忆、行为决策之间关系的体验式营销模式。近年来, 心理学家和营销专家对香气营销的关注主要集中于对其理论依据、营销效果、与其他因素交互作用等方面的研究, 证实怡人的香气可显著延长顾客的店内停留时间, 提高产品评估, 加强品牌记忆。未来香气营销的研究应更关注嗅觉心理反应的差异性对营销效果的影响。     

On the robustness and the direction of the effect of cause‐related marketing

Two experiments are presented in this paper that explore the effect of cause‐related marketing (CRM) on product choice. To allow evaluation of the effect of experience and the role of individual differences, the experiments used a repeated choice setting. The results of Experiment 1 showed that the effect of CRM was stable over time. However, the direction of the effect was sensitive to the value of the product. CRM served as an equaliser: it helped disadvantaged alternatives and reduced the attractiveness of superior alternatives. Experiment 2 showed that the effect of CRM decreased but did not disappear in an easy choice task. These findings are summarised in a simple model and discussed in terms of their potential marketing applications. Copyright © 2003 Henry Stewart Publications.     

Remembering by the seat of your pants

According to dual-process theories of memory, "old" responses in recognition may reflect the separate or combined effects of two states, specific recollection and feelings of nonspecific familiarity. When decisions are based on familiarity, people may attribute enhanced perceptual fluency to memory for prior occurrence. In this experiment, we tested whether a subliminal somatic cue (a low-amplitude buzz) could enhance feelings of familiarity. The buzz increased the likelihood that participants responded "old," both correctly and incorrectly. This effect occurred only with subjectively difficult stimuli, those relatively unlikely to elicit clear recollection. When a stronger control buzz was used, the effect vanished. Results for confidence ratings were consistent with Whittlesea's SCAPE theory, producing a dissociation between hits and false alarms. Specifically, the buzz reduced confidence in hits and increased confidence in false alarms, in accord with the most likely attributions for the feelings of familiarity associated with the buzz.     

善因营销对消费者态度的影响及其理论解释

善因营销是一种传播企业社会责任, 提升品牌形象的策略。当企业与善因事件结合时, 消费者可以获得参与慈善的机会。归因理论、SOR理论、自我信号理论、平衡理论可用于解释善因营销对消费者态度的影响。未来研究应进一步探讨在善因营销中是否存在其他影响消费者态度的因素, 从消费者角度深入研究善因营销的影响效果, 尝试从新的理论视角去分析善因营销影响消费者态度的内在机制。     

An integrative review of sensory marketing: Engaging the senses to affect perception,judgment and behavior

I define “sensory marketing” as “marketing that engages the consumers' senses and affects their perception, judgment and behavior.” From a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality). Given the gamut of explicit marketing appeals made to consumers every day, subconscious triggers which appeal to the basic senses may be a more efficient way to engage consumers. Also, these sensory triggers may result in consumers' self-generation of (desirable) brand attributes, rather than those verbally provided by the advertiser. The understanding of these sensory triggers implies an understanding of sensation and perception as it applies to consumer behavior—this is the research perspective of sensory marketing. This review article presents an overview of research on sensory perception. The review also points out areas where little research has been done, so that each additional paper has a greater chance of making a bigger difference and sparking further research. It is quite apparent from the review that there still remains tremendous need for research within the domain of sensory marketing—research that can be very impactful.     

The Theory of Emotions in Marketing

To determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing accounts for emotions are reviewed. The characteristics of emotions in marketing are specified and compared with the characteristics of emotions as seen by psychology. The article ends with four theoretical proposals on directions for future development of a theory of emotions in marketing.     

气象因素如何影响消费行为?基于情境营销理论的气象营销机制

从个体情绪波动到社会经济兴衰, 越来越多的研究开始关注气象因素对人类行为的重要影响。本研究提出大数据时代下, 基于情境营销理论的气象营销新概念。通过识别动态气象环境中对消费者心理和行为有影响的气象因素, 提出和验证“气象因素-消费心理-消费行为”这一逻辑链条的影响机制。研究主要围绕情境营销的气象因素影响、气象因素对消费心理和行为的影响机制、气象因素影响消费者行为机制下的营销策略三个主要问题展开讨论。预期研究成果将进一步延伸和丰富现有情境营销理论, 同时对环境消费心理学也是有益的补充。     

Marketing measurably effective instructional methods

The failure to gain wider acceptance of measurably effective teaching methods by the educational establishment may be due to resistance to behaviorism, in particular, and to a set of contingencies that resist change, in general. The promotion of effective instructional methods is presented in terms of recommended marketing principles, including identifying and solving perceived consumer needs, using plain English, segmenting the marketplace and developing specific solutions, identifying opportunities for greatest impact, creating tangible educational products, seeking new markets, planning marketing strategy and tactics, and writing for non-technical publications. Precision Teaching is presented as a case study in the promotion of effective instructional methods. Although it is a measurably superior instructional methodology, Precision Teaching has not been widely adopted. By applying basic marketing principles and strategic planning, some of its proponents have initiated an ongoing effort of outreach and promotion.     

Bridging the Marketing Gap: A Review of How to Think Like a Behavior Analyst: Understanding the Science That Can Change Your Life by Jon Bailey and Mary Burch

The field of applied behavior analysis has suffered from a relative dearth of user-friendly books appropriate to a lay audience. Bailey and Burch''s book fills this niche with a work that is both entertaining and informative. The book is reviewed in terms of the strengths and limitations of its content, as well as in the context of the importance of effective marketing of behavior analysis.     

刷屏的原理：在线内容的病毒式分享机制

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。     

消费心理对用户购买决策的影响及营销对策

在现阶段消费心理对消费行为有着重要的影响。在以消费者为中心的市场营销活动中,企业要在激烈的市场竞争中占有更多的市场份额,兢只有在掌握和了解消费者心理的基础上,有针对性地制定适应消费者心理需求的营销策略,才能在竞争中占据有利地位,获取更多的市场机会与商业利润。     

Selling Innovations Like Soap: The Interactive Systems Framework and Social Marketing

Despite the popularity and noted utility of Wandersman and colleagues' (2008) Interactive Systems Framework, the literature currently provides a primary focus on delivery organizations’ and supportive stakeholders’ capacities and strategies to implement innovations, presenting a critical gap in understanding. Unfortunately, reflective of a larger void in community dissemination and implementation efforts, there is a more limited focus on the dissemination of innovations. This paper presents the social marketing literature as a supplement to the Prevention Synthesis and Translation System (PSTS), the system responsible for dissemination. The study and practice of innovation synthesis and translation is examined in the literature; and based on the conclusions drawn, social marketing theory is used to provide a systematic approach to improving dissemination within the Interactive Systems Framework. Specifically, three gaps related to the PSTS are identified in the literature that align with and can be filled using social marketing. Social marketing is defined and presented as a supplement by providing theory and practices, within a systems context, for effectively communicating and influencing change. By blending social marketing with the Interactive Systems Framework, the aim is to improve the understanding of strategic communication and its role in the effective dissemination, and subsequent implementation, of innovations.     

Marketing Psychology at Academic Health Centers

The administrative structure of academic health centers is reviewed, with a view to understanding the issues of marketing psychological services within that setting. The slow changes at academic health centers to new practice styles requires psychology to formulate a market strategy addressing the traditional specialist model and another plan responsive to the emerging model emphasizing primary care. Market targets for psychologists include administration, physicians, and patients. Presently, the Association of Medical School Psychologists is working with the Association of Academic Health Centers to design a marketing program targeting leaders at academic health centers.     

Can disclosures lead consumers to resist covert persuasion? The important roles of disclosure timing and type of response

While sponsorship disclosure is proposed as a remedy for covert marketing, i.e., tactics such that the persuasive nature of the communication is not clear to consumers, little is known about whether or when disclosures prompt consumers to correct for persuasion. Three experiments reveal that covert marketing, in the form of subtle product placements, can increase brand recall and attitudes but that both instructions to avoid influence and mere disclosure of sponsorship can lead to correction. The first experiment demonstrates that consumers are able to correct both brand attitudes and stated recall when there are instructions to avoid influence. The following two experiments show that mere sponsorship disclosure can evoke use of persuasion knowledge for correction. However, disclosure timing differentially influences correction for recall and attitudes. Disclosure prior to exposure to the covert marketing tactic leads only to correction for effects on recall; attitude is as high with a prior disclosure as with placement with no disclosure. Disclosure after placement provides general correction of the impact of the covert marketing tactic on both recall and attitudes.     

Alcohol consumption, smoking urge, and the reinforcing effects of cigarettes: an ecological study.

Smokers (N=74) who volunteered for a smoking cessation study monitored their daily experiences for up to 6 weeks prior to the quit date. Self-reports from 7,707 diary records were used to examine the associations among alcohol consumption (present in 607 diary records), situational factors, smoking, urge to smoke, and subjective consequences of smoking. Alcohol use, smoking urge, and the subjective effects of smoking were context dependent. Momentary reports of smoking and alcohol consumption were associated with one another. Alcohol use predicted smoking even when contextual factors were covaried. Alcohol use was associated with more frequent reports of urge to smoke. Alcohol was also associated with more frequent reports that the last cigarette produced a rush/buzz, was good tasting, and reduced the urge. However, effects for rush/buzz and urge reduction were qualified by interactions between alcohol use and the latency since smoking. Rush/buzz tended to be associated with alcohol use, regardless of smoking recency. Alcohol was associated with urge reduction only when the cigarette being appraised was smoked more than 15 minutes prior to the diary entry.     

Experiential Marketing and Marketing Experience: An Empirical Study of the Influence of Summer Boot Camp on Military Propensity

The purpose of this study was to examine how experiential marketing may influence military propensity via the Summer Boot Camp (SBC), a 5-day quasi–training camp for high school and college students run by the Taiwan military. A survey of 1,102 participants was conducted using questionnaires. The findings indicate that a satisfactory SBC experience leads to a higher degree of perceived experiential value, which in turn triggers favorable behavioral intentions regarding the military in terms of supporting national defense, recommending the SBC to relatives and friends, and visiting regional recruiting centers. Further, perceived experiential value plays an important mediator role for experiencing a military propensity by exerting a significant indirect influence. However, the influence resulting from a good experience and value is not sufficient to motivate participants to actually go to enlist. Implications for recruiting efforts are discussed in terms of designing effective experience marketing.     

Adaptation of the category boundary between speech and nonspeech: A case against feature detectors

Two experiments were performed employing acoustic continua which change from speech to nonspeech. The members of one continuum, synthesized on the Pattern Playback, varied in the bandwidths of the first three formants in equal steps of change, from the vowel /α/ to a nonspeech buzz. The other continuum, achieved through digital synthesis, varied in the bandwidths of the first five formants, from the vowel /æ/ to a buzz. Identification and discrimination tests were carried out to establish that these continua were perceived categorically. Perceptual adaptation of these continua revealed shifts in the category boundaries comparable to those previously reported for speech sounds. The results were interpreted as suggesting that neither phonetic nor auditory feature detectors are responsible for perceptual adaptation of speech sounds, and that feature detector accounts of speech perception should therefore be reconsidered.     

Memory issues pertaining to social marketing messages about behavior enactment versus non-enactment

This article examines efficiency issues pertaining to social marketing messages about behavior enactment (e.g., smoker) vs. non-enactment (e.g., nonsmoker). Building on a wealth of psycholinguistics research, we posit that underlying differences in the processing and storage of word concepts with affixal negations affect learning and memory for these concepts (i.e., associations with non-enactment concepts will be harder to learn and remember than associations with enactment concepts). Two experiments support our predictions, suggesting that messages about enactment will demonstrate superior efficiency. Implications of study findings are discussed in terms of possibilities for improving the efficiency of social marketing messages about non-enactment.     

Choices and preferences: testing the effect of nationality

This paper presents exploratory research comparing French and UK life assurance literature. It highlights a number of critical differences in the approaches taken between the two countries, and places these in the context of the literature on cultural differences. The differences are illustrative of Samli's transference of Hofstede's findings to marketing. The implications of these findings are explored. Although there can be a universal Pan European approach, the research indicates the need to take national cultural considerations into account if one is not to perpetrate a jarring counter‐culturalism. It also seems likely that life assurance is not a prime candidate for global branding. Copyright © 2001 Henry Stewart Publications.     

双模态情感分析的弹幕网络视频平台营销策略

随着互联网飞跃发展, 弹幕视频应运而生。这种新型的用户与视频交互方式具有新特性, 如用户情感表达实时动态性、情感分布多峰性。同时, 新特性也给实际研究工作带来挑战, 如用户画像刻画难度增大, 视频推荐和广告推送所需精度提高。现有研究尚未对弹幕视频的新特性进行深入分析, 也没有充分挖掘其本身所蕴含的学术研究价值。本文利用深度学习、自然语言处理技术、系统动力学方法, 结合心理学、市场营销学等多学科交叉前沿知识, 从数据驱动角度对弹幕视频数据进行分析和建模, 深度挖掘视频大数据潜在的商业价值。重点研究弹幕与视频双模态融合的情感识别方法; 构建带有用户情感特征的动态用户画像, 并建立基于用户画像的网络视频粘性营销机制; 分析用户情感与视频广告插播方式的相关性, 提出视频广告动态插播策略。丰富现有研究的同时, 为网络视频企业准确定位与分析用户需求, 创建高品质的智能营销平台供理论与决策支持。