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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 47, No. 6, pp.1423-1456
ISSN: 1226-1874 (Print)
Print publication date 31 Dec 2018
Received 24 May 2018 Revised 21 Sep 2018 Accepted 25 Oct 2018
DOI: https://doi.org/10.17287/kmr.2018.47.6.1423

감각마케팅에 대한 최근 연구의 종합적 고찰: 오감(五感)에서 동적감각 및 다(多)감각까지

박혜린* ; 민동원**
*(제1저자) 단국대학교 32152018@dankook.ac.kr
**(교신저자) 단국대학교 dwmin@dankook.ac.kr
Review of Recent Sensory Marketing Research: Five Senses, Motor Sense, and Multi-Sense
Hyerin Park* ; Dongwon Min**
*Business Administration, Dankook University, First Author
**Business Administration, Dankook University, Corresponding Author

초록

감각마케팅은 소비자의 감각을 자극해 그들의 지각, 판단, 그리고 행동에 영향을 주는 마케팅 전략이다. 이는 꽤 오랜 시간 동안 학계와 실무 모두에서 관심을 받아왔는데, 최근 마케팅 커뮤니케이션의 쌍방향성과 개인의 경험이 갖는 중요성이 커짐에 따라 감각적 자극의 활용이 더욱 주목 받고 있다. 본 논문에서는 특히 최근 5-10년 이내에 진행된 감각마케팅 연구를 중심으로, 이들의 특성과 동향을 고찰하였다. 우선, 오감(시각, 청각, 후각, 미각, 촉각)을 활용한 연구가 요 근래 어떤 흐름으로 발전하고 있는 지를 살펴보았다. 그리고, 기존의 리뷰 논문에서 다루지 않았으나, 최근 특히 중요성이 증대되고 있는 동적감각 연구를 고찰하였다. 이후, 복수의 감각적 자극의 복합적 영향력까지 접근하는 다감각 연구를 검토하였다. 특히 다감각 연구는, 1. 감각적 자극 간 의미의 일치, 2. 감각 간 연상, 3. 감각 간 상호작용, 그리고 4. 감각 우위로 세분화하여 살펴보았다. 마지막으로 향후 감각마케팅 연구에 대한 제언을 함으로써, 본 연구는 최신의 감각마케팅 연구 흐름에 대한 이해를 돕고 관련 분야의 연구에 기여하고자 하였다.

Abstract

Sensory marketing is a marketing strategy that stimulates consumers' senses and influences their perception, judgment, and behavior. This has been of interest to both academics and practitioners for quite some time, and the recent use of sensory stimuli has attracted more attention as the interactivity of marketing communications and the importance of personal experience grows in importance. In this paper, the characteristics and the trends of the sensory marketing research conducted within the last 5 ~ 10 years are reviewed. First, we review the recent trends in the development of research using the Five senses (sight, hearing, smell, taste, and touch sensation). We then review recent research on motor sense, which has not been particularly discussed in the existing review articles, but which is increasing in importance in recent years. Finally, this paper reviews the multi-sensory studies approaching the complex influence of multiple sensory stimuli. In particular, we divide the multisensory studies into four groups: 1. Coincidence of meaning between sensory stimuli, 2. Sensory associations, 3. Sensory interactions, and 4. Sensory dominance. Finally, by suggesting future sensory marketing research, this study aims to contribute to the understanding of the latest sensory marketing research flow and to contribute to research in related fields.

Keywords:

Sensory marketing, Sense, Five senses, Motor sense, Multi-sense

키워드:

감각마케팅, 감각, 오감, 동적감각, 다감각

Acknowledgments

이 논문은 2014년도 정부(교육부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2014S1A5A8019527)This work was supported by the National Research Foundation of Korea Grant funded by the Korean Government (NRF-2014S1A5A8019527)

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• 저자 박혜린은 현재 단국대학교 경영학부에 재학 중이며, 동시에 일반대학원 경영학과 마케팅 전공 학·석사 연계과정을 수료 중이다. 현대자동차 H옴부즈맨 3기 사회혁신 부문에서 우수상을 수상하였다. 주요 관심 분야는 소비자 심리이며, 세부적으로 감각 마케팅(Sensory marketing), 체화된 인지, 동적 감각, 브랜딩, 소비 트렌드 등이다.

• 저자 민동원은 현재 단국대학교 상경대학 경영학부 부교수로 재직 중이다. 서울대학교 음악대학 작곡과 및 연세대학교 대학원 경영학과를 졸업하였으며, 한국과학기술원 경영공학과에서 공학박사 학위를 취득하였다. 삼성경제연구소에서 컨텐츠 비즈니스 전략, 브랜딩 등의 연구를 수행하였으며, Pre-doc으로 노스웨스턴대학교 켈로그경영대학원에서 연구를 진행하였다. 주요 연구 분야는 소비자 심리로, 세부 분야에 감각 마케팅(Sensory marketing), 심리적 파워, 나이듦(aging), 체화된 인지, 럭셔리 마케팅 등이 있다.