Review of Consumer Cognition Research From the Embodied Cognition Perspective in the Context of Online Consumption

Abstract

The cognition of cognition is a hot topic in the field of cognitive science in recent years, and it has also attracted a lot of attentions in the study of consumer behavior. An embodied cognition perspective in consumer research suggests that consumer perception is based on the consumer's sensory experience. This paper gives a briefly review of the origin and development of embodied cognition theory. Online consumption context is the background of this research. This paper summarizes the latest research of embodied cognition theory in this field. Although consumer perception is limited to some extent in the context of online consumption, visual and auditory can help consumers to form virtual tactile, olfactory and taste perceptions due to the existence of multi-sensory crossover mechanisms in the brain. The consumer's virtual sensory perception enters the consumer's cognitive system and transforms into a product/brand knowledge system based on mental imagery and metaphorical cognition. This is the consumer cognition process in the context of online consumption.