暨南学报(哲学社会科学版)

作者：黄静, 许新宇, 费薇

单位：许新宇,费薇,武汉大学经济与管理学院。

关键词：暖色,美味度,加工食品,购买意愿,联想学习

基金：国家自然科学基金面上项目“移动互联网时代网络社群的新产品沟通策略及机制:群体心理逻辑”(72072138);国家自然科学基金重点项目“移动互联网时代的新产品开发策略和商业模式创新”(71832010)。

色彩作为生动的视觉符号和重要的品牌视觉资产,能够在瞬间传达多种信息,是企业与消费者交流的一种重要手段。本文将视觉中的色彩与味觉中的美味度联系起来,探究加工食品色彩对消费者购买意愿的影响。实验一证明暖色(vs.冷色)对加工食品的购买意愿具有正向影响;实验二采用内隐联想测试检验了暖色(vs.冷色)的加工食品与美味之间的内隐关联;实验三在此基础上验证了“暖色=美味”直觉对美味度感知的中介作用;实验四探讨了消费者联想学习的调节作用,结果发现,如果激发消费者联想到冷色与食材的关联,则将削弱暖色对美味的提示作用。本文拓展了感官营销理论,丰富了视觉与味觉内隐关联的研究,并为企业利用它实施有效的营销策略提供了导向性参考。"/>template{display:none;}.mag-rich-xref-fn { cursor: pointer;}//长视频$(document).ready(function(){if($("#showLongArticleVideo") && $("#showLongArticleVideo").length && $("#showLongArticleVideo").length>0){mag_ajax_update({ele_id:'showLongArticleVideo',url:mag_currentQikanUrl() + "/CN/article/showLongArticleVideo.do?id="+$("#articleId").val()});}});$(document).ready(function(){window.metaData = {"journal":{"issn":"1000-5072","qiKanMingCheng_CN":"暨南学报（哲学社会科学版）","id":2,"qiKanMingCheng_EN":"Jinan Journal"},"fundList_cn":["国家自然科学基金面上项目“移动互联网时代网络社群的新产品沟通策略及机制:群体心理逻辑”(72072138);国家自然科学基金重点项目“移动互联网时代的新产品开发策略和商业模式创新”(71832010)。"],"article":{"keywordList_cn":["购买意愿","加工食品","联想学习","美味度","暖色"],"juan":"44","zhaiyao_cn":"色彩作为生动的视觉符号和重要的品牌视觉资产,能够在瞬间传达多种信息,是企业与消费者交流的一种重要手段。本文将视觉中的色彩与味觉中的美味度联系起来,探究加工食品色彩对消费者购买意愿的影响。实验一证明暖色(vs.冷色)对加工食品的购买意愿具有正向影响;实验二采用内隐联想测试检验了暖色(vs.冷色)的加工食品与美味之间的内隐关联;实验三在此基础上验证了“暖色=美味”直觉对美味度感知的中介作用;实验四探讨了消费者联想学习的调节作用,结果发现,如果激发消费者联想到冷色与食材的关联,则将削弱暖色对美味的提示作用。本文拓展了感官营销理论,丰富了视觉与味觉内隐关联的研究,并为企业利用它实施有效的营销策略提供了导向性参考。","endNoteUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/article/getTxtFile.do?fileType=EndNote&id=6601","bibtexUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=BibTeX&id=6601","abstractUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2022/V44/I3/63","qi":"3","id":6601,"nian":2022,"bianHao":"2022-3-63","zuoZheEn_L":"HUANG Jing, XU Xinyu, FEI Wei","juanUrl_en":"https://jnxb.jnu.edu.cn/skb/EN/Y2022","shouCiFaBuRiQi":"2022-05-12","qiShiYe":"63","qiUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/Y2022/V44/I3","lanMu_cn":"品牌营销","pdfSize":"1708","zuoZhe_CN":"黄静, 许新宇, 费薇","risUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=Ris&id=6601","title_cn":"色彩对加工食品购买意愿的影响:暖色与美味之间的直觉关系","jieShuYe":"77","keywordList_en":["associative learning","processed food","purchase intention","tastiness","warm colors"],"endNoteUrl_cn":"https://jnxb.jnu.edu.cn/skb/CN/article/getTxtFile.do?fileType=EndNote&id=6601","zhaiyao_en":"As a vivid visual symbol and important brand visual assets, colors can instantly convey a variety of messages and are an important means of communication between companies and consumers. 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来源：2022年第3期

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