“Multimodal Sensory Marketing” in retailing: the role of intra- and intermodality transductions

IF 16.4 1区 化学 Q1 CHEMISTRY, MULTIDISCIPLINARY
E. Lick
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引用次数: 3

Abstract

ABSTRACT The objective of this article is to show how sensory marketing can benefit from taking a multimodal and social semiotic perspective. For this purpose, the framework of “Multimodal Sensory Marketing” is suggested. Important pillars for the scaffolding of this framework are intra – and intermodality transductions. Based on the understanding of retail environments as spatial texts, this article distinguishes between store exterior texts, store interior texts, and customer texts (movements and interactions). The originality of this article resides in the demonstration of how retailers may choose and combine different sensory modes in their meaning making of theme-based retail texts. Intermodality transductions are of particular importance, since they increase the co-occurrence of sensory modes, the intensity of their interplay, and ultimately, may enhance favorable consumer behavior. Transductive links support such transduction processes. Managerial implications and directions for future research are provided.
零售业中的“多模态感官营销”:模态内和模态间转导的作用
本文的目的是展示感官营销如何从多模态和社会符号学的角度受益。为此,提出了“多模式感官营销”的框架。该框架的重要支柱是模态内和模态间的转导。基于对零售环境作为空间文本的理解,本文区分了商店外部文本、商店内部文本和顾客文本(移动和交互)。本文的独创性在于展示了零售商如何在主题零售文本的意义建构中选择和结合不同的感官模式。多模态转导尤为重要,因为它们增加了感觉模式的共发生,它们相互作用的强度,并最终可能增强有利的消费者行为。转导链支持这样的转导过程。提出了今后研究的方向和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Accounts of Chemical Research
Accounts of Chemical Research 化学-化学综合
CiteScore
31.40
自引率
1.10%
发文量
312
审稿时长
2 months
期刊介绍: Accounts of Chemical Research presents short, concise and critical articles offering easy-to-read overviews of basic research and applications in all areas of chemistry and biochemistry. These short reviews focus on research from the author’s own laboratory and are designed to teach the reader about a research project. In addition, Accounts of Chemical Research publishes commentaries that give an informed opinion on a current research problem. Special Issues online are devoted to a single topic of unusual activity and significance. Accounts of Chemical Research replaces the traditional article abstract with an article "Conspectus." These entries synopsize the research affording the reader a closer look at the content and significance of an article. Through this provision of a more detailed description of the article contents, the Conspectus enhances the article's discoverability by search engines and the exposure for the research.
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