Embodiment cognition theory has become a significant direction of consumer behaviour with abundant research findings. Hardly, however, have any related studies done in China. To promote the development of this domain, we reviewed relevant researches from the perspective of visual sense, tactile sense, taste sense and perception of movement. In the aspect of visual sense, we examined the impact of ＂up and down＂, ＂left and right＂ and ＂big and small＂. In the aspect of tactile sense, we mainly studied the effect of ＂soft and hard＂, weight a...
