The Effect of Hearing on Consumer Emotion Experience；The Moderator of Vestibular Sensations

Abstract

The field of consumer behavior has always been the goal of marketing concern, a breakthrough in the study, a sensory field in recent years beyond the traditional five senses and the vestibular sensory systems (called the sixth kind of the senses), including body posture and balance, previous research on taste and vestibular sensory interaction affect the major findings, This study will explore the interplay between auditory and vestibular senses and expand the scope of sensory marketing. Join consumers’ emotional experience as strain, the study of the interaction between the emotion to provide a reference for future retailers, and vestibular sensory systems in the field of marketing has not been sufficient research, this study through three experiments results show that although the court did not feel a significant interference influence on emotional experience, hearing from them, Vestibular sensory sitting position (relative standing) have higher positive influence to customers' emotional experience, and contains the auditory sense of music presents the fast rhythm, music, the greater the loudness, rock and roll style for customers have higher emotional experience positive emotions, these findings extend the sensory marketing as well as the interactions of the vestibular sense of hearing, To provide retailers, catering and other industries in the future design service area and rest area environment practical significance.