ISSN 1671-3710
CN 11-4766/R
主办：中国科学院心理研究所
出版：科学出版社

心理科学进展 ›› 2011, Vol. 19 ›› Issue (3): 449-458.

• 研究前沿 • 上一篇    

香气在营销中的应用

卿英迪;高金金;陈毅文   

  1. (1中国科学院心理研究所, 北京 100101) (2中国科学院研究生院, 北京 100049)
  • 收稿日期:2010-10-08 修回日期:1900-01-01 出版日期:2011-03-15 发布日期:2011-03-15
  • 通讯作者: 陈毅文

Application of Scents in Marketing

QING Ying-Di;GAO Jin-Jin;CHEN Yi-Wen   

  1. (1 Institute of psychology, Chinese Academy of Science, Beijing 100101, China)
    (2 Graduate University of the Chinese Academy of Sciences, Beijing 100049, China)
  • Received:2010-10-08 Revised:1900-01-01 Online:2011-03-15 Published:2011-03-15
  • Contact: CHEN Yi-Wen

PDF (PC)

3582

被引次数

9

摘要： 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。

关键词: 香气营销, 营销模式, 嗅觉心理

Abstract: Scent marketing is a type of experiential marketing based on the relationship of scent, emotion, memory and behavioral decision. In recent years, psychologists and marketing researchers have been paying more attention to scent marketing, mainly focusing on its rationale, marketing effects and its interaction with other factors. The research proves the effective value of pleasant scents to extend customer in-store shopping time, improve product evaluation and enhance brand recognition. Future scent-marketing research should place more emphasis on the different olfactory psychological reactions.

Key words: scent marketing, marketing mode, olfactory psychology