讲座题目：Enhancing Product Efficacy and Evaluation through Sensory Design（通过感官设计提升产品功效和评价）

主讲人：游艳芬 马萨诸塞大学阿默斯特分校

讲座时间：2024年6月27日10:00

讲座地点：学院319

主办单位：武汉大学经济与管理学院市场营销与旅游管理系

讲座主要内容：

Product design features significantly influence consumer perceptions and product evaluations. Insights from two projects demonstrate the effects of sensory design through tactile and visual channels on consumer perceptions and behaviors. The first project, “Felt Something, Hence It Works: Merely Adding a Sensory Signal to a Product Improves Objective Measures of Product Efficacy and Product Evaluations,” highlights the impact of sensory signals (e.g., tingling, cooling, fizzing) on both perceived and actual product efficacy. The research shows that sensory signaling (vs. nonsignaling) products improve actual performance and product evaluations. This is because consumers infer a greater transfer of benefits to the body when using products with sensory signals, a phenomenon that persists even when persuasion knowledge is activated. The second project, “When and Why Color Chroma Signals Product Efficacy: The Role of Causal Essence Inference,” uncovers that the mere color chroma of a product can alter consumer perceptions of product efficacy and significantly impact their consumption behavior. This effect arises because consumers associate higher color chroma with greater concentration of active ingredients, even though product color can be entirely unrelated to the active ingredients. Together, these studies provide insights into how sensory design elements can be strategically utilized to improve product efficacy and evaluations.

产品设计特征显著影响消费者的感知和产品评价。两个项目展示了通过触觉和视觉渠道对消费者感知和行为的感官设计效果。第一个项目，“感觉到了，所以有效：仅添加感官信号就能改善产品评价和客观功效，”强调了感官信号（如刺痛、凉爽、起泡）对感知和实际产品功效的影响。研究表明，与无感官信号的产品相比，有感官信号的产品提升了实际性能和产品评价。这是因为消费者在使用带有感官信号的产品时推断出更多的功效传递到身体上，这一现象即使在说服知识被激活时也会持续存在。第二个项目，“颜色饱和度何时及为何意味着产品功效：因果本质推断的角色，”揭示了单纯的产品颜色饱和度可以改变消费者对产品功效的感知，并显著影响他们的消费行为。这种效果的产生是因为消费者将更高的颜色饱和度与更高浓度的活性成分联系起来，即使产品颜色与活性成分完全无关。这些研究提供了关于如何战略性地利用感官设计元素来提升产品功效和评价的启发。

主讲人简介：

Dr. Yanfen (Cindy) You is an assistant professor of marketing at the University of Massachusetts Amherst. Dr. You is a consumer behavior researcher with interests in marketing communication, product design, sensory marketing, and innovative technologies. Her research has been published in or is forthcoming in prestigious journals such as Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, and International Journal of Research in Marketing. Dr. You’s research has been selected as a finalist for the AMA/MSI/H. Paul Root Award (for significant contribution to marketing practice) and has attracted media coverage from prominent outlets, including Forbes and BBC News.

Yanfen（Cindy）You博士是马萨诸塞大学阿默斯特分校市场营销学助理教授。You博士是一位消费者行为研究者，对营销传播、产品设计、感官营销和创新技术感兴趣。研究已经发表在或即将发表在著名期刊上，如《市场营销杂志》《市场营销研究杂志》《市场营销科学院杂志》《消费者心理学杂志》和《国际市场营销研究期刊》。You博士的研究已被选为AMA/MSI/H.Paul Root奖（对营销实践的重大贡献）的入围者，并吸引了包括福布斯和BBC新闻在内的知名媒体的报道。