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系統識別號 U0026-2508202016165900
論文名稱(中文) 氣味與產品記憶關聯之認知探討
論文名稱(英文) The cognitive study between memory and scent
校院名稱 成功大學
系所名稱(中) 工業設計學系
系所名稱(英) Department of Industrial Design
學年度 107
學期 2
出版年 108
研究生(中文) 黃薇樺
研究生(英文) Wei-Hua Huang
學號 P36051113
學位類別 碩士
語文別 英文
論文頁數 109頁
口試委員 指導教授-何俊亨
口試委員-陳璽任
口試委員-馬敏元
口試委員-丘增平
口試委員-翁千惠
中文關鍵字 體現認知  嗅覺感官行銷  提取線索 
英文關鍵字 Embodied cognition  Olfactory sensory marketing  Retrieval cues 
學科別分類
中文摘要 當大腦在思考時,不只是心智,身體感官也與環境產生互動,進而對心智提示抽象隱喻對行動或決策造成影響。運用在行銷領域時,市場行銷策略便會透過刺激或滿足顧客感官,來影響其認知、判斷和行為,而五感中的嗅覺便是近代行銷手法之一,根據早期研究,嗅覺記憶和其他感官相比在很多部分有獨特性,其他感官方式刺激形成的記憶在時間內會快速衰減,嗅覺衰退斜率則趨於零,也就是衰減程度非常緩慢,兩相比較形成明顯對比,因此嗅覺的記憶系統顯然是不同於視覺或其他感官。氣味也擁有可變成記憶提取標籤的能力。
長期記憶的登碼形式有很多種,大多數為意碼、形碼、聲碼等,本研究主要為研究當視覺增加嗅覺感官提取線索時,是否能影響記憶。人的嗅覺系統較其他感官原始,且其神經路徑不經過處理或使用語言的大腦左半邊,因此人對於嗅覺辨識偏向情節記憶而不是語意性記憶,氣味使人難以描述,有清楚感受卻無法明確辨識氣味來源。本研究目的是探討氣味與時間延遲對產品的記憶是否能成為良好嗅覺提取線索的記憶歷程,而此歷程是否能受到檢驗及發現其影響,本實驗藉由氣味樣本和時間的延遲來操控變因。在實驗一裡以自由回憶方式紀錄參與受測者收錄之產品資訊刺激物記憶提取,並應用學者Mitchell整理出的recall protocol來編碼統計受測者的記憶表徵。實驗二同樣以自由回憶方式進行recall protocol編碼。
英文摘要 When the brain is thinking, not only the mind but the body’s senses also interact with the environment, which in turn prompts the mind. Abstract metaphors affect actions or decisions. When applied in the marketing field, the marketing strategy will stimulate or satisfy customers’ senses to influence their cognition, judgment, and behavior. The sense of smell in the five senses is a modern marketing technique. According to early research, olfactory memory is unique in many parts compared to other senses. The memory formed by the other senses’ stimulus decays rapidly. However, the slope of olfactory memory decline tends to zero, which is the degree of attenuation very slow. It forms a clear contrast, so the olfactory memory system is different from vision or other senses. The scent also can turn into retrieval cues to effectively extract memory.
There are many ways to encode for long-term memory, most of which are semantic code, visual code, acoustic code, etc. This research mainly focuses on investigating whether it can affect the extraction rate of memory when adding scent in visual information. The human olfactory system is more primitive than other senses. The function area locates at the left half of the brain, and its neural pathways are not processed or used language, so people are biased towards the sense of smell to memorize plot rather than semantic memory. The smell is difficult to describe in unify verbal expression, and it is hard to identify the source of the scent. The purpose of this research is to explore whether the scent can be a functional encoding memory retrieval cues after a time delay which could be tested and effectively used to enhance memory rate. This experiment uses scent samples and time delay controls as the variable. Filed the product data collected by the participants in the free recall method retrieval of information stimuli and apply the recall protocol compiled by scholar Mitchell to encode statistical subjects' memory representation. Experiment 2 also performed recall protocol encoding in free recall mode.
論文目次 摘要 ii
SUMMARY iii
ACKNOWLEDGMENT iv
TABLE OF CONTENTS v
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER 1 INTRODUCTION 1
1.1 Background and Motivation 1
1.2 Research Purpose 3
CHAPTER 2 materials and methods 4
2.1 Definition of independent variables 4
2.2 Definition of dependent variables 5
2.3 Experiment product samples 6
CHAPTER 3 Result and discussion 8
3.1 Experiment 1 discussion 8
3.1.1 Experiment 1: significant scent factor score chart 8
3.1.2 Experiment 1: significant time factor score chart 9
3.2 Experiment 2 discussion 12
3.2.1 Experiment 2: significant scent factor score chart 12
3.2.2 Experiment 2: significant time factor score chart 13
CHAPTER 4 conclusion 16
4.1 Research result 16
4.2 Research limitation 18
4.2.1 Participants 19
4.2.2 Time 20
REFERENCES 22
Appendix A Mandarin version 24
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