ISSN 1671-3710
CN 11-4766/R

Advances in Psychological Science ›› 2018, Vol. 26 ›› Issue (7): 1294-1306.doi: 10.3724/SP.J.1042.2018.01294

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Consumer behavior from the perspective of embodiment cognition

WEI Hua1,2(), DUAN Haicen1, ZHOU Zongkui2()   

  1. 1 College of Education Science, Xinyang Normal University, Xinyang 464000, China
    2 Key Laboratory of Adolescent Cyberpsychology and Behavior, Ministry of Education, School of Psychology, Central China Normal University, Wuhan 430079, China
  • Received:2017-09-12 Online:2018-07-15 Published:2018-05-29
  • Contact: WEI Hua,ZHOU Zongkui;
  • Supported by:
    Nanhu Scholars Program for Young Scholars of XYNU


Embodiment cognition theory has become a significant direction of consumer behaviour with abundant research findings. Hardly, however, have any related studies done in China. To promote the development of this domain, we reviewed relevant researches from the perspective of visual sense, tactile sense, taste sense and perception of movement. In the aspect of visual sense, we examined the impact of “up and down”, “left and right” and “big and small”. In the aspect of tactile sense, we mainly studied the effect of “soft and hard”, weight and temperature. In the aspect of taste sense, we mainly studied the effect of “sweet and bitter”. In the aspect of perception of movement, we examined the impact of “up and down movement”, “approaching movement” and “shut-down action”. Finally, based on the limitation of previous researches, we put forward directions for future research.

Key words: embodiment cognition, consumer behaviour, consumer character

CLC Number: