Influencing Factors for Consumer Behavior and Psychology under the Perspective of Embodied Cognition - Based on the Perspective of Mental Simulation

Moran Qi ()
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Moran Qi: Jilin University, School of Philosophy and Sociology

A chapter in Proceedings of the 2024 9th International Conference on Social Sciences and Economic Development (ICSSED 2024), 2024, pp 248-256 from Springer

Abstract: Abstract The notion of embodied cognition has emerged as a significant area of focus in consumer behavior research, offering fresh insights into consumer psychology and product marketing. This research examines the role of mental simulation in the field of embodiment and explores the impact of individuals’ sensory experiences on consumers’ cognition and behavior, as well as the influence of mental simulation on consumer behavior. The current study determines that the impact of sensory experience on consumption may be categorized into two distinct effects: the assimilation effect and the compensation effect. The assimilation effect has a favorable impact on consumption, whereas the compensating effect has a negative impact on consumption. Mental simulation can both encourage and hinder consumption. It is imperative to conduct additional research on consumer behavior in internet scenarios, focusing on embodied cognition. This includes investigating the impact of sensory interaction on consumer behavior and understanding how consumer characteristics influence their decisions and actions. Additionally, it is crucial to recognize the role of Mental simulation in marketing.

Keywords: Embodied Cognition; Mental Simulation; Consumer Behavior and Psychology (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-459-4_31

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DOI: 10.2991/978-94-6463-459-4_31

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