{"id":33928,"date":"2019-04-25T00:06:24","date_gmt":"2019-04-24T16:06:24","guid":{"rendered":"https:\/\/case.ntu.edu.tw\/blog\/?p=33928"},"modified":"2019-07-31T11:06:17","modified_gmt":"2019-07-31T03:06:17","slug":"%e7%9c%bc%e7%9d%9b%e4%b9%9f%e5%8f%af%e4%bb%a5%e7%94%a8%e4%be%86%e5%98%97%e9%a3%9f%e7%89%a9%ef%bc%9f%e8%a6%96%e8%a6%ba%e8%a8%8a%e6%81%af%e5%b0%8d%e5%91%b3%e8%a6%ba%e7%9a%84%e5%bd%b1%e9%9f%bf","status":"publish","type":"post","link":"https:\/\/case.ntu.edu.tw\/blog\/?p=33928","title":{"rendered":"\u773c\u775b\u4e5f\u53ef\u4ee5\u7528\u4f86\u5617\u98df\u7269\uff1f\u8996\u89ba\u8a0a\u606f\u5c0d\u5473\u89ba\u7684\u5f71\u97ff"},"content":{"rendered":"
\"\"
Photo by frankie cordoba on Unsplash<\/figcaption><\/figure>\n

\u64b0\u6587\uff5c<\/strong>\u738b\u51a0\u4e91<\/strong><\/p>\n

\u8cfc\u8cb7\u98df\u7269\u6642\uff0c\u6700\u91cd\u8981\u7684\u83ab\u904e\u65bc\u8003\u91cf\u8272\u3001\u9999\u3001\u5473\u4e09\u8005\u4ff1\u5168\uff0c\u4f46\u5728\u8d85\u5e02\u8cfc\u7269\u7684\u60c5\u5883\u4e2d\uff0c\u53ef\u6c92\u8fa6\u6cd5\u5e38\u5e38\u9047\u5f97\u5230\u8a66\u5403\u7684\u6a5f\u6703\u3002\u56e0\u6b64\uff0c\u6d88\u8cbb\u8005\u4e3b\u8981\u5f97\u4f9d\u9760\u81ea\u5df1\u5148\u524d\u7684\u7d93\u9a57\u548c\u5305\u88dd\u4e0a\u7684\u8a0a\u606f\uff0c\u624d\u80fd\u6c7a\u5b9a\u8981\u4e0d\u8981\u8cfc\u8cb7\u8a72\u7522\u54c1\u3002<\/p>\n

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\u56e0\u6b64\uff0c\u5728\u9078\u8cfc\u98df\u7269\u7684\u6642\u5019\uff0c\u8996\u89ba\u5e36\u4f86\u7684\u5f71\u97ff\u53ef\u80fd\u662f\u975e\u5e38\u5f37\u70c8\u7684\u3002\u5305\u88dd\u6703\u5f71\u97ff\u5c0d\u65bc\u98df\u7269\u7684\u671f\u5f85\uff0c\u751a\u81f3\u6703\u5f71\u97ff\u54c1\u5690\u98df\u7269\u6642\u7684\u591a\u611f\u5b98\u7d93\u9a57\uff0c\u5305\u88dd\u4e0a\u7684\u5143\u7d20\u5305\u542b\u984f\u8272\u3001\u5f62\u72c0\u3001\u6587\u5b57\u3001\u5716\u50cf\u7b49\u7b49\uff0c\u984f\u8272\u548c\u5f62\u72c0\u5c6c\u65bc\u300c\u611f\u89ba\u5143\u7d20(sensory element)\u300d\u3001\u6587\u5b57\u548c\u5716\u50cf\u7b49\u5c6c\u65bc\u300c\u8cc7\u8a0a\u5143\u7d20(informational elements)\u300d\uff0c\u9019\u4e9b\u8cc7\u8a0a\u5143\u7d20\u901a\u5e38\u76f4\u63a5\u8868\u9054\u4e86\u7522\u54c1\u5167\u5bb9\u3001\u70f9\u8abf\u65b9\u5f0f\u3001\u6210\u5206\u7b49\u8a0a\u606f\uff0c\u6709\u7684\u6642\u5019\u4e5f\u6703\u4f7f\u7528\u300c\u96b1\u55bb\u5f0f\u300d\u7684\u5716\u50cf\u4f86\u52a0\u5f37\u67d0\u4e9b\u7279\u5b9a\u7684\u54c1\u724c\u50f9\u503c\u3002<\/p>\n

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Photo by Raquel Mart\u00ednez on Unsplash<\/figcaption><\/figure>\n

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Fenko\u7b49\u4eba\u57282018\u5e74\u767c\u8868\u7684\u8ad6\u6587\u4e2d\uff0c\u9032\u4e00\u6b65\u6e2c\u8a66\u4e86\u4e0d\u540c\u7684\u5496\u5561\u5305\u88dd\u5c0d\u65bc\u6d88\u8cbb\u8005\u611f\u53d7\u5496\u5561\u5473\u9053\u7684\u5f71\u97ff\uff0c\u5c24\u5176\u4e5f\u6e2c\u8a66\u4e86\u96b1\u55bb\u5f0f\u5716\u50cf\u7684\u5f71\u97ff\u3002\u8a72\u7814\u7a76\u6e2c\u8a66\u4e86\u6587\u5b57\u7684\u6709\u7121\uff0c\u5716\u50cf\u5728\u4e0a\u65b9\u3001\u4e0b\u65b9\u3001\u6216\u662f\u7121\u5716\u50cf\u7b49\u56e0\u7d20\uff0c\u7d50\u5408\u6210\u4e86\u516d\u7a2e\u5be6\u9a57\u60c5\u5883\uff0c\u5206\u5225\u8acb\u5be6\u9a57\u53c3\u8207\u8005\u770b\u904e\u5305\u88dd\u4e4b\u5f8c\uff0c\u5148\u8acb\u4ed6\u5011\u8a55\u4f30\u5c0d\u65bc\u5496\u5561\u7684\u671f\u5f85\u5ea6\uff0c\u518d\u8acb\u4ed6\u5011\u8a66\u559d\u5496\u5561\uff0c\u6700\u5f8c\u518d\u8acb\u4ed6\u5011\u8a55\u4f30\u53e3\u5473\u3001\u611f\u77e5\u5496\u5561\u6fc3\u5ea6\u3001\u9810\u671f\u751f\u7406\u6548\u679c\u3001\u8cfc\u8cb7\u610f\u9858\u7b49\u5206\u6578\u3002\u9019\u500b\u7814\u7a76\u7684\u96b1\u55bb\u5f0f\u5716\u50cf\u7d93\u904e\u5c08\u5bb6\u7126\u9ede\u8a2a\u8ac7\uff0c\u9078\u64c7\u4e86\u7345\u982d\u5716\u50cf\u4f5c\u70ba\u9ad8\u6fc3\u5ea6\u5496\u5561\u7684\u4ee3\u8868\u5716\u50cf\uff0c\u56e0\u6b64\u4e0d\u8ad6\u662f\u5728\u4e0a\u6216\u4e0b\u90fd\u662f\u7528\u7345\u982d\u5716\u3002<\/p>\n

\u7814\u7a76\u7d50\u679c\u767c\u73fe\uff0c\u7576\u5be6\u9a57\u53c3\u8207\u8005\u770b\u5230\u6709\u7345\u982d\u7684\u5305\u88dd\u6642\uff0c\u5c0d\u65bc\u5496\u5561\u7684\u671f\u5f85\u5ea6\u6bd4\u8d77\u6c92\u6709\u5716\u50cf\u7684\u671f\u5f85\u5ea6\u66f4\u9ad8\u3002\u559d\u904e\u5496\u5561\u4e4b\u5f8c\uff0c\u5c0d\u65bc\u7345\u982d\u5728\u5305\u88dd\u4e0b\u65b9\u6240\u611f\u53d7\u5230\u7684\u5496\u5561\u6fc3\u5ea6\u6bd4\u7345\u982d\u5728\u4e0a\u65b9\u548c\u6c92\u6709\u7345\u982d\u90fd\u9084\u8981\u66f4\u5f37\u70c8\u3002\u8cfc\u8cb7\u610f\u9858\u4e5f\u662f\u7345\u982d\u5728\u5305\u88dd\u4e0b\u65b9\u7684\u9019\u7a2e\u6b3e\u5f0f\u66f4\u5f37\u3002\u800c\u6709\u6587\u5b57\u7684\u5305\u88dd\u5247\u662f\u6bd4\u6c92\u6709\u6587\u5b57\u7684\u5305\u88dd\u5728\u5496\u5561\u6fc3\u5ea6\u7684\u611f\u77e5\u548c\u8cfc\u8cb7\u610f\u9858\u4e0a\u6709\u66f4\u9ad8\u7684\u5206\u6578\u3002<\/p>\n

\u7c21\u55ae\u4f86\u8aaa\uff0c\u9019\u500b\u7814\u7a76\u7d50\u679c\u767c\u73fe\u4e86\u5728\u9084\u6c92\u54c1\u5690\u4e4b\u524d\uff0c\u5716\u50cf\u7684\u5b58\u5728\u5c31\u5c0d\u65bc\u6d88\u8cbb\u8005\u7684\u7522\u54c1\u671f\u5f85\u6709\u6b63\u5411\u7684\u5f71\u97ff\uff0c\u6587\u5b57\u5247\u662f\u5f71\u97ff\u4e86\u5496\u5561\u5f37\u5ea6\u7684\u77e5\u89ba\u548c\u8cfc\u8cb7\u610f\u9858\uff0c\u800c\u5716\u50cf\u7684\u4f4d\u7f6e\u5c0d\u65bc\u5473\u9053\u7684\u77e5\u89ba\u548c\u8cfc\u8cb7\u610f\u9858\u4e5f\u6709\u5f71\u97ff\u3002\u81f3\u65bc\u70ba\u4ec0\u9ebc\u5716\u50cf\u653e\u5728\u5305\u88dd\u4e0b\u65b9\u6703\u6bd4\u8d77\u653e\u5728\u4e0a\u65b9\u66f4\u80fd\u589e\u52a0\u5496\u5561\u5f37\u5ea6\u7684\u77e5\u89ba\u5462\uff1f\u53ef\u4ee5\u7528Mark Johnson\u57281980\u5e74\u4ee3\u63d0\u51fa\u7684\u300c\u9ad4\u73fe\u7684\u8a8d\u77e5(embodied cognition)\u300d\u4f5c\u70ba\u89e3\u91cb\u7684\u7406\u8ad6\u3002\u9019\u500b\u7406\u8ad6\u628a\u81ea\u7136\u73fe\u8c61\u3001\u8eab\u9ad4\u95dc\u4fc2\u7b49\u548c\u6211\u5011\u7684\u5fc3\u9748\u505a\u9023\u7d50\uff0c\u6211\u5011\u6703\u628a\u6211\u5011\u7684\u8eab\u9ad4\u611f\u5ef6\u4f38\u5230\u6211\u5011\u5c0d\u65bc\u842c\u4e8b\u842c\u7269\u7684\u611f\u77e5\u3002<\/p>\n

\u5728\u73fe\u5be6\u74b0\u5883\u4e2d\uff0c\u8f03\u91cd\u7684\u6771\u897f\u901a\u5e38\u90fd\u6703\u9760\u8fd1\u5730\u677f\uff0c\u800c\u8f03\u91cd\u7684\u6771\u897f\u5bb9\u6613\u88ab\u8a8d\u70ba\u662f\u6709\u50f9\u503c\u7684\uff0c\u6240\u4ee5\u7576\u5716\u50cf\u88ab\u653e\u5728\u4e0b\u65b9\u6642\uff0c\u4e5f\u6703\u4e0d\u77e5\u4e0d\u89ba\u88ab\u611f\u77e5\u6210\u5177\u6709\u50f9\u503c\u7684\u7269\u54c1\uff0c\u4e5f\u6703\u88ab\u4f5c\u70ba\u5496\u5561\u6fc3\u5ea6\u7684\u96b1\u55bb\u4f86\u7406\u89e3\u3002\u6240\u4ee5\u653e\u5728\u4e0b\u65b9\u7684\u5716\u50cf\u96b1\u542b\u7684\u610f\u7fa9\u5c31\u662f\u8a72\u7522\u54c1\u662f\u5177\u6709\u50f9\u503c\uff0c\u4e14\u8a72\u5496\u5561\u662f\u6fc3\u70c8\u7684\u53e3\u5473\u3002\u56e0\u800c\u5728\u672a\u54c1\u5690\u524d\uff0c\u6d88\u8cbb\u8005\u5c31\u6700\u6709\u53ef\u80fd\u5c0d\u5176\u7522\u751f\u597d\u611f\uff0c\u54c1\u5690\u5f8c\u4e5f\u66f4\u5bb9\u6613\u89ba\u5f97\u5176\u6fc3\u5ea6\u66f4\u5f37\u3001\u66f4\u6fc3\u3002<\/p>\n

\u25cf\u53bb\u9664\u5305\u88dd\u7684\u5f71\u97ff\uff0c\u9084\u53ef\u80fd\u505a\u500b\u8070\u660e\u7684\u6d88\u8cbb\u8005\u55ce\uff1f<\/strong><\/span><\/p>\n

\u4f46\u662f\u8996\u89ba\u5f71\u97ff\u771f\u7684\u90a3\u9ebc\u53ef\u6015\u55ce\uff1f\u5176\u5be6\u4e5f\u4e0d\u76e1\u7136\u3002\u5982\u679c\u53bb\u9664\u6389\u5305\u88dd\uff0c\u5728Carvalho\u7b49\u4eba\u7684\u5be6\u9a57\u4e2d\uff0c\u4f7f\u7528\u4e86\u6c92\u6709\u5305\u88dd\u7684\u5169\u676f\u5564\u9152\uff0c\u559d\u8d77\u4f86\u5473\u9053\u5dee\u4e0d\u591a\uff0c\u4f46\u662f\u4e00\u676f\u984f\u8272\u8f03\u6df1\uff0c\u53e6\u4e00\u676f\u984f\u8272\u8f03\u6de1\u3002\u7576\u5be6\u9a57\u53c3\u8207\u8005\u5728\u559d\u5564\u9152\u524d\uff0c\u78ba\u5be6\u6703\u56e0\u70ba\u4e0d\u540c\u7684\u984f\u8272\u800c\u6709\u4e0d\u540c\u7684\u5473\u9053\u9810\u671f\uff0c\u800c\u4e14\u9084\u6703\u89ba\u5f97\u6df1\u8272\u7684\u5564\u9152\u61c9\u8a72\u6bd4\u6dfa\u8272\u7684\u5564\u9152\u9084\u8981\u8cb4\uff0c\u4f46\u662f\u7576\u5be6\u9a57\u53c3\u8207\u8005\u559d\u5b8c\u5564\u9152\u6642\uff0c\u5c0d\u65bc\u5473\u9053\u7684\u8a55\u5206\u5247\u6c92\u6709\u986f\u8457\u5dee\u7570\u3002<\/p>\n

\u5f88\u986f\u7136\u7684\uff0c\u820c\u982d\u4e0d\u597d\u9a19\uff0c\u4f46\u662f\u5728\u5149\u9760\u773c\u775b\u9032\u884c\u5224\u65b7\u7684\u8cfc\u7269\u5834\u666f\uff0c\u537b\u6bd4\u8f03\u5bb9\u6613\u5f71\u97ff\u53d7\u9a19\u3002\u5728\u7121\u6cd5\u4f7f\u7528\u591a\u91cd\u611f\u5b98\u4f86\u8a55\u4f30\u98df\u54c1\u7684\u60c5\u6cc1\u4e4b\u4e0b\uff0c\u8272\u9999\u5473\u4e2d\u7684\u300c\u8272\u300d\u53ef\u662f\u5360\u4e86\u5f88\u5927\u7684\u512a\u52e2\u3002\u6211\u5011\u5149\u7528\u8996\u89ba\u5c31\u53ef\u4ee5\u53bb\u9810\u671f\u8a31\u591a\u98df\u54c1\u7684\u5473\u9053\uff0c\u800c\u4e14\u9084\u6703\u53d7\u5230\u5716\u50cf\u96b1\u55bb\u7684\u5f71\u97ff\uff0c\u5728\u4e0a\u65b9\u6216\u4e0b\u65b9\u7684\u5716\u50cf\u90fd\u4e0d\u77e5\u4e0d\u89ba\u7684\u5f71\u97ff\u4e86\u6211\u5011\u5c0d\u65bc\u98df\u54c1\u5473\u9053\u7684\u611f\u77e5\u3002\u6216\u8a31\uff0c\u4e0b\u4e00\u6b21\u4f60\u5728\u54c1\u5690\u98df\u7269\u4e4b\u524d\uff0c\u8a66\u8a66\u5148\u628a\u773c\u775b\u8499\u4e0a\uff0c\u4f86\u505a\u500b\u5ba2\u89c0\u7684\u7f8e\u98df\u5927\u8a55\u6bd4\u5427\uff01<\/p>\n

 <\/p>\n

\u53c3\u8003\u8cc7\u6599\uff1a<\/strong><\/p>\n

    \n
  1. De Hooge, I. E., Oostindjer, M., Aschemann-Witzel, J., Normann, A., Loose, S. M., & Almli, V. L. This apple is too ugly for me!: Consumer preferences for suboptimal food products in the supermarket and at home. Food Quality and Preference<\/em>, 56<\/em>, 80-92. (2017).<\/a><\/li>\n
  2. Fenko, A., de Vries, R., & van Rompay, T. How strong is your coffee? The influence of visual metaphors and textual claims on consumers\u2019 flavor perception and product evaluation. Frontiers in psychology<\/em>, 9<\/em>, 53. (2018).<\/a><\/li>\n
  3. \u4f59\u821c\u5fb7\uff0cEmbodied cognition\u7684\u89c0\u9ede\u5c0d\u8a8d\u77e5\u4eba\u985e\u5b78\u7684\u555f\u767c\uff0c\u4e2d\u592e\u7814\u7a76\u9662\u6c11\u65cf\u5b78\u7814\u7a76\u6240\uff0c\u81fa\u7063\u4eba\u985e\u5b78\u520a\u3002<\/a><\/li>\n
  4. Carvalho, F. R., Moors, P., Wagemans, J., & Spence, C. The influence of color on the consumer\u2019s experience of beer. Frontiers in psychology<\/em>, 8<\/em>, 2205. (2017).<\/a><\/li>\n<\/ol>\n

    \"\u52a0\u5165\u597d\u53cb\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    \u5728\u9078\u8cfc\u98df\u7269\u7684\u6642\u5019\uff0c\u8996\u89ba\u5e36\u4f86\u7684\u5f71\u97ff\u53ef\u80fd\u662f\u975e\u5e38\u5f37\u70c8\u7684\u3002\u5305\u88dd\u6703\u5f71\u97ff\u5c0d\u65bc\u98df\u7269\u7684\u671f\u5f85\uff0c\u751a\u81f3\u6703\u5f71\u97ff\u54c1\u5690\u98df\u7269\u6642\u7684\u591a\u611f\u5b98\u7d93\u9a57\uff0c\u5305\u88dd\u4e0a\u7684\u5143\u7d20\u5305\u542b\u984f\u8272\u3001\u5f62\u72c0\u3001\u6587\u5b57\u3001\u5716\u50cf\u7b49\u7b49\uff0c\u984f\u8272\u548c\u5f62\u72c0\u5c6c\u65bc\u300c\u611f\u89ba\u5143\u7d20(sensory element)\u300d\u3001\u6587\u5b57\u548c\u5716\u50cf\u7b49\u5c6c\u65bc\u300c\u8cc7\u8a0a\u5143\u7d20(informational elements)\u300d\uff0c\u9019\u4e9b\u8cc7\u8a0a\u5143\u7d20\u901a\u5e38\u76f4\u63a5\u8868\u9054\u4e86\u7522\u54c1\u5167\u5bb9\u3001\u70f9\u8abf\u65b9\u5f0f\u3001\u6210\u5206\u7b49\u8a0a\u606f\uff0c\u6709\u7684\u6642\u5019\u4e5f\u6703\u4f7f\u7528\u300c\u96b1\u55bb\u5f0f\u300d\u7684\u5716\u50cf\u4f86\u52a0\u5f37\u67d0\u4e9b\u7279\u5b9a\u7684\u54c1\u724c\u50f9\u503c\u3002<\/p>\n","protected":false},"author":20,"featured_media":33931,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[257,3293],"tags":[4246,4247,4243,4244,4245],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/case.ntu.edu.tw\/blog\/wp-content\/uploads\/2019\/04\/frankie-cordoba-526925-unsplash.jpg","_links":{"self":[{"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/posts\/33928"}],"collection":[{"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/users\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=33928"}],"version-history":[{"count":2,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/posts\/33928\/revisions"}],"predecessor-version":[{"id":33934,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/posts\/33928\/revisions\/33934"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=\/wp\/v2\/media\/33931"}],"wp:attachment":[{"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=33928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=33928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/case.ntu.edu.tw\/blog\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=33928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}