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.

摘要

本文的目的是展示感官营销如何从多模式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内部和多模式转导。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、商店内部文本和客户文本（移动和交互）。本文的独创性在于展示了零售商在主题零售文本的意义构建中如何选择和组合不同的感官模式。多式联运转导特别重要，因为它们增加了感觉模式的共现，它们相互作用的强度，最终，可能会增强有利的消费者行为。转导链路支持这种转导过程。提供了未来研究的管理意义和方向。