感官营销的力量：跨模态感官体验驱动下的消费者行为

本论坛旨在征集高质量的理论、实证与应用研究，探讨多感官体验——涵盖视觉、听觉、嗅觉、味觉与触觉——如何影响消费者的感知、决策与行为。论坛聚焦于跨模态感官整合如何在实体与数字环境中塑造品牌体验、促进情感共鸣并增强消费者忠诚度，结合市场营销、心理学、神经科学与设计等跨学科视角。

我们欢迎探讨感官策略在传统营销领域（如品牌建设、广告传播、零售体验、定价策略）及新兴情境（如沉浸式技术 AR/VR、数字界面、可持续发展、健康与福祉）中的创新应用。研究形式可包括实验研究、真实场景分析、方法论创新或概念框架构建。

我们尤其鼓励以下方向的投稿：

· 探讨多种感官线索如何交互影响消费者反应

· 探索多感官体验在零售与数字平台中的设计路径

· 批判性评估感官营销技术的有效性与影响力

· 融合数据科学、人工智能或生物测量工具以衡量并优化感官效果

特色论坛主題包括但不限于：

· 品牌塑造与情感联结

· 零售与体验式消费场景设计

· 数字环境中的虚拟感官体验

· 可持续与健康导向的感官传播策略

特色论坛投稿：

· 提交截止日期：2026年3月30日。

· 录用结果将于2026年4月15。

· 投稿时请在投稿系统选择【D (Thematic Cluster Submissions)】

· 输入【Prof. Spence】作为the Chair of the Group Submission

· 输入【Sensory Marketing】作为the Topic of the Group Submission

特色论坛主席

Prof. Charles Spence

Professor Charles Spence is a professor of Experimental Psychology at the University of Oxford. His research explores how the brain integrates information from the senses—sight, sound, smell, taste, and touch—to create rich multisensory experiences. He applies this understanding to improve the design of foods, products, digital interfaces, and environments. Charles has collaborated with companies like Toyota, ICI, and chef Heston Blumenthal, focusing on sensory-driven innovation in areas such as packaging, branding, food design, and human-computer interaction. He has published over 1,300 scientific articles, including in Science and Current Biology. He has received numerous international awards, including the Paul Bertelson Award, the Friedrich Wilhelm Bessel Research Award, and the IG Nobel Prize in Nutrition for his study on the ‘sonic crisp’. His work has significantly influenced fields ranging from experimental psychology to sensory marketing, advocating for a new approach to neuroscience-inspired design that places multisensory perception at its core.