The Effect of Synesthesia Metaphor Based on Synesthesia Value Attributes on Consumer Perceptual Value: Focusing on the service usage experience of low-cost airlines(LLC)

Understanding consumer value has become an essential requirement for winning competition not only in the design field but also in the marketing field. This is because consumer value is expressed in the subconscious of a person's unconsciousness, and the unconscious is influenced by sensory stimulation and once the stimulation is received, it does not disappear. Accordingly, the purpose of this study is to confirm the influence of the brand experience situation on the consumer's value according to the synesthetic metaphor stimulation. For this purpose, an experimental study was conducted with low-cost airlines, which have contact points between physical and non-physical experiences in the service experience environment, as the research object. The research method was to conduct prior research on synesthesia metaphors based on literature research on synesthesia modality. In order to find synesthesia metaphors of value attributes that are influenced and influenced at the unconscious level, synesthesia value attributes (vision, hearing, action) were derived using the laddering technique, and synesthesia metaphors of three elements were used as independent variables (vision+hearing, vision+action, hearing+action), an experimental study was conducted with consumers' perceptual value as the dependent variable as the basis for setting the stimulus for the experimental study. Through experimental research through questionnaire evaluation, the synesthesia modality metaphor and its influence on consumers' perceptual value were confirmed through binary analysis. As a result of the study, the synesthesia modality metaphor did not have a more positive effect on consumer perceptual value than the unisensory modality metaphor. However, depending on the type of synesthesia metaphor, it has a more positive impact than unisensory stimulation, and ‘action metaphors’ have the highest impact in constructing synesthesia metaphors.