Consumers' Perception Of Odor Concept And Multisensory Interaction Analysis

In recent years,scent marketing has become one of the emerging marketing hotspots.Marketers are increasingly using scent to create demand.Basing on semantic views and multisensory interactions,marketing scholars are also beginning to explore the consistency of the match between odor and environmental cues and product cues,but did not study the conceptual semantics systematically caused by the smell.This is the starting point of this paper,exploring the conceptual semantics and other sensory attributes that different types of scent can cause.First,explore the social concept of odor activation.Firstly,it was found that fruit scent and floral aroma would bring pleasant emotional valence to participants,and Initiating the feminine conceptual semantic association of participants,by analyzing the scores of odors in four categories of variables:valence,feminization,arousal,and high-level social concepts.And the two woody odors of tea tree and sandalwood odors did not trigger a strong masculine conceptual semantic association,which is somewhat different from people's daily experience.Then the correlation analysis of the variables revealed that there was a correlation between different types of variables,such as tension,sensation,strong sense,and irritancy.There was a significant negative correlation between the valence dimension and the stimulating sensation in the awakening dimension,indicating that the stimuli of the scent significantly reduced the comfort of the subject.Finally,through factor analysis,three common factors are extracted from the variables:valence,arousal,and uniqueness.The scores of different odors on three factors were measured,confirming that the sweet orange,peach,and lip menthol are all high positive valences,while tea tree,spearmint,and bergamot are high negative valences.The smell of lemon and rose makes you feel hypnotic,while the smell of mint and tea tree makes you more awake.Second,it verifies the interaction of olfactory with other senses.By analyzing the scores of the odor on the sensory attributes,the peach scent and the rose scent significantly stimulated the participants' conceptual semantic association with the sense of smoothness;the bergamot and tea tree scent significantly stimulated the perception of the tactile attribute of roughness.The four odors of bergamot,tea tree scent and two mint scent can trigger a conceptual semantic association of sharp shapes on the visual shape.The odor of lemon,sweet orange,peach,lily,and rose is connected to the quiet by the participants,and the quiet conception of the rose is the strongest.Then,through the correlation analysis of the sensory attribute scores,such as the variable sharp angle-roundness and bitter-sweet showed a significant positive correlation,the variable dark-light and bitter-sweet showed a significant positive correlation,the variable light-heavy which has a significant negative correlation with dark-light,that is,dark color and heavy match,bright color and light match;the study found that there is a significant positive correlation between the variable cold-hot and sharp-corner,indicating that it is round than the sharp angle,is comparable to heat.It proves a matching relationship between temperature and shape.Finally,this paper summarizes the relevant research conclusions,then proposes the innovation of this research,and analyzes the limitations of this research,and then puts forward the research suggestions for the future.