During the past years, there has been a re-emergence of sensory marketing in the paradigm of marketing. However, there is a lack of empirical studies done on the subject. Furthermore, the previous literature has focused on whether senses affects, rather than how they affect. Therefore, the purpose of this thesis is to study how sensory stimuli affects the consumers’ choice of entering physical fashion stores. This thesis is based on sensory marketing, consumer behaviour, and retail marketing theory. The theoretical framework in this thesis consists of an adapted sensory-stimuli-response model with the five main senses of sensory marketing as stimuli, emotional response of arousal and pleasure as organism, and entering or not entering as response. A qualitative research strategy was used to study the phenomenon. The empirical findings and the analysis showed that touch, sight, and sound were effective in enticing the consumer to enter by affecting their arousal. Furthermore, scent was on the opposite side as it was only affective in creating disinterest when bad. Lastly, taste displayed potential which warrants further research. This thesis might be of value for companies looking to implement sensory marketing as part of their marketing plan.

Catasetum é um gênero Neotropical com cerca de 130 espécies praticamente indistinguíveis quanto à morfologia vegetativa. Suas flores são primariamente unissexuais. As flores masculinas exibem uma excepcional variação morfológica e apresentam estaminódios modificados característicos deste gênero, que é tradicionalmente citado pela polinização exclusiva por abelhas euglossine. Este estudo avaliou a evolução dos principais atributos florais em Catasetum. Para isso, uma hipótese filogenética foi reconstruída utilizando matrizes individuais e combinadas de DNA nuclear e plastidial. Foram sequenciadas três regiões (ITS, rpS16 e trnL-F) para 80 espécies de Catasetum e 25 grupos externos. O gênero é monofilético e irmão de Clowesia em todas as análises. Alguns relacionamentos tiveram alto suporte. Nenhuma das classificações infragenéricas tradicionais pode ser reconhecida na filogenia. A partir deste resultado foi possível observar que a história evolutiva compreendeu várias reversões e convergências de caráter entre as espécies. O estado plesiomórfico e algumas tendências evolutivas são apresentados. As análises morfo-anatômicas e histoquímicas florais utilizaram flores frescas ou fixadas, cujo labelo foi seccionado e corado com Lugol 1% e Vermelho de Sudão III ou IV, sendo examinados através de microscopia de luz. Estas análises revelaram a tendência de aumento na complexidade do labelo apenas em flores masculinas. Também foi possível observar a relação direta entre a morfologia do labelo e a distribuição do tecido secretor. A análise de fragrâncias florais utilizou a técnica de coleta dinâmica combinada com análise via GC-MS. Essa análise confirmou o polimorfismo químico entre as espécies, embora a variabilidade interespecífica tenha sido baixa. Vários dos compostos identificados foram encontrados anteriormente na tíbia traseira de machos de euglossine ou têm sua atratividade conhecida através de estudos com iscas odoríferas. Nossos resultados revelaram ausência de padrão ou tendência evolutiva na composição das fragrâncias das espécies. A pressão seletiva causada pelos polinizadores, ao escolherem as espécies a serem visitadas, tem direcionado a evolução da biologia floral deste gênero. A morfologia, a distribuição do tecido secretor dos osmóforos e a fragrância emitida são complementares, atuando em conjunto para gerar respostas etológicas específicas dos polinizadores. A alta especificidade gerada por este mecanismo reduz o compartilhamento de polinizadores, levando ao transporte mais eficiente do pólen e diminuindo o fluxo gênico interespecífico. / Catasetum is a Netropical genus with ca. 130 species that are practically indistinguishable based on the vegetative morphology. The flowers are primarily unisexual. Male flowers have an exceptional morphological variation and possess modified staminodes as distinctive feature of this genus, which is traditionally cited as entirely pollinated by euglossine bees. The present study evaluated the evolution of the major floral features in Catasetum. To do that, one phylogenetical hypothesis was made using individual and combined matrices of nuclear and plastid DNA. Three regions where sequenced (ITS, rpS16 and trnL-F) for 80 species of Catasetum and 25 taxa of outgroups. The genus is monophyletic and sister to Clowesia in all analyses. Some relationships had high support, however the phylogenetical infrageneric signal was low. None of the traditional infrageneric classifications could be recognized in the phylogeny. From this result, it was possible to observe that the evolutionary history consists on several characters reversions and convergences between species. The plesiomorphic status and some evolutionary trends were recognized. The morpho-anatomy and histochemical analysis of flowers were made with fresh or fixed flowers, whose labellum was sectioned and stained with Lugol 1% and Sudan III or IV, and analyzed with light microscopy. Those analyses reveal a trend to increase labellum complexity in male flowers. It was also possible to observe a direct relation between labellum morphology and distribution of the secretory tissue. The floral scent analysis was made with the dynamic collection technic combined with GC-MS analysis. This analysis confirmed the chemical polymorphism between species, but the interspecific variability was low. Several compounds identified were previously founded in the hind tibiae of male euglossine or have its attractiveness know. Our results revealed an absence of evolution pattern or trend in the scent composition of the species. The selective pressure caused by pollinators, when choosing species to be visited, had guided the evolution of the floral biology of this genus. The morphology, the osmophore secretory tissue distribution and the floral scent are complimentary, acting together to generate specific ethological answers of the pollinators. The high specificity created by this mechanism decrease the sharing of pollinators, leading to a more efficient pollen transport and decreasing the interspecific gene flow.

This research will evaluate a marketing tool called atmospherics. This tool, although very powerful in capturing a consumer’s interest through the use of memories and the overall aspect of buying, is sometimes forgotten when constructing a marketing plan. The thesis will evaluate the strengths and weaknesses when using this marketing tool and then apply those characteristics to a specific example of a bakery.

<p><!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tableau Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin-top:0cm; mso-para-margin-right:0cm; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0cm; text-align:justify; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} > <! [endif] ></p><p>The way of consumption has changed. Now, consumers are not only rational when purchasing. They do not buy just for the functionality of the good or service they are looking for. The consumption is more affective and consumers are considered now as poly-sensorial entities that are looking for more emotional and sensorial stimulation during their purchase process. This evolution of consumption is part of the trend that is called "retailtainnment", a mixed of "Retail" and "Entertainment". It is a concept of distribution that combines both of those two activities. Earlier studies have shown the success of using the Sensory Marketing, a concept based on stimulating the five senses in a strategy view. But, if certain senses are heavily used by companies/brands, as the sight and hearing, some are still underused, as the touch, the taste and particularly the smell. Wherefore a study on scent marketing is considered relevant to measure the potential of it. Even if several studies have already explained the important role of smell in a company's strategy, only few of them are using it. Our paper aims to go further on this subject by understanding the scent marketing in stores through the aims, the obstacles, the techniques used, in Umeå, Sweden.</p><p> </p><p>For our research, we first had to collect knowledge from scientific articles and previous studies on odours, on smells or perfumes and on scent marketing. Then, we constructed three hypothesises that helped us to conduct our research and made conclusions. Those hypotheses will be discussed by conducting a mixed-method, that is to say by combining two types of researches: a quantitative one, mainly to measure how many stores are using smell as a marketing tool, and then a qualitative one to go deeper into the reasons and how those stores are applying it. The quantitative research, based on a deductive approach, was conducted by using questionnaires. The qualitative research, based on an inductive approach was conducted by making semi-constructed interview. Both types of data collected and analyzed enable us to draw conclusions about scent marketing in Umeå. In this paper we identify the stores in Umeå that have odours or perfumes, those that are using smell as a marketing tool and their reasons to use it or not.</p><p><--></p>

With the help of image analysis and scent theory, we have made an analysis that explains how the perfume smells in advertising. There are many different factors that play a role in our perception of smell by image. We have found that using the connotations we can get a sense of the scent. What helps us along the way, the colors, the women and the environment. From this one different conclusions are mad and we create a scent sensation.

The way of consumption has changed. Now, consumers are not only rational when purchasing. They do not buy just for the functionality of the good or service they are looking for. The consumption is more affective and consumers are considered now as poly-sensorial entities that are looking for more emotional and sensorial stimulation during their purchase process. This evolution of consumption is part of the trend that is called “retailtainnment”, a mixed of “Retail” and “Entertainment”. It is a concept of distribution that combines both of those two activities. Earlier studies have shown the success of using the Sensory Marketing, a concept based on stimulating the five senses in a strategy view. But, if certain senses are heavily used by companies/brands, as the sight and hearing, some are still underused, as the touch, the taste and particularly the smell. Wherefore a study on scent marketing is considered relevant to measure the potential of it. Even if several studies have already explained the important role of smell in a company’s strategy, only few of them are using it. Our paper aims to go further on this subject by understanding the scent marketing in stores through the aims, the obstacles, the techniques used, in Umeå, Sweden. For our research, we first had to collect knowledge from scientific articles and previous studies on odours, on smells or perfumes and on scent marketing. Then, we constructed three hypothesises that helped us to conduct our research and made conclusions. Those hypotheses will be discussed by conducting a mixed-method, that is to say by combining two types of researches: a quantitative one, mainly to measure how many stores are using smell as a marketing tool, and then a qualitative one to go deeper into the reasons and how those stores are applying it. The quantitative research, based on a deductive approach, was conducted by using questionnaires. The qualitative research, based on an inductive approach was conducted by making semi-constructed interview. Both types of data collected and analyzed enable us to draw conclusions about scent marketing in Umeå. In this paper we identify the stores in Umeå that have odours or perfumes, those that are using smell as a marketing tool and their reasons to use it or not.

This dissertation sought to explain goal achievement at limited traffic “long tail” Web sites using Information Foraging Theory (IFT). The central thesis of IFT is that individuals are driven by a metaphorical sense of smell that guides them through patches of information in their environment. An information patch is an area of the search environment with similar information. Information scent is the driving force behind why a person makes a navigational selection amongst a group of competing options. As foragers are assumed to be rational, scent is a mechanism by which to reduce search costs by increasing the accuracy on which option leads to the information of value. IFT was originally developed to be used in a “production rule” environment, where a user would perform an action when the conditions of a rule were met. However, the use of IFT in clickstream research required conceptualizing the ideas of information scent and patches in a non-production rule environment. To meet such an end this dissertation asked three research questions regarding (1) how to learn information patches, (2) how to learn trails of scent, and finally (3) how to combine both concepts to create a Clickstream Model of Information Foraging (CMIF). The learning of patches and trails were accomplished by using contrast sets, which distinguished between individuals who achieved a goal or not. A user- and site-centric version of the CMIF, which extended and operationalized IFT, presented and evaluated hypotheses. The user-centric version had four hypotheses and examined product purchasing behavior from panel data, whereas the site-centric version had nine hypotheses and predicted contact form submission using data from a Web hosting company. In general, the results show that patches and trails exist on several Web sites, and the majority of hypotheses were supported in each version of the CMIF. This dissertation contributed to the literature by providing a theoretically-grounded model which tested and extended IFT; introducing a methodology for learning patches and trails; detailing a methodology for preprocessing clickstream data for long tail Web sites; and focusing on traditionally under-studied long tail Web sites.

Šiame darbe atskleidžiami jutiminio marketingo sampratos ir esmės teoriniai aspektai, analizuojama jutiminių elementų sąveika bei kvapų naudojimo įtaka marketinge. Kvapų naudojimo pardavimams didinti praktika Lietuvoje yra nežinoma, todėl nuspręsta atlikti užsienio mokslininkų tyrimų analizę, kvapo naudojimo pardavimams didinti įvykdytų kampanijų pavyzdžių analizę. Dėl iškeltos hipotezės patvirtinimo arba paneigimo, jog kvapo naudojimas gali padidinti pardavimus, atliekamas trijų etapų eksperimentinis tyrimas. Tyrimo rezultatai nepatvirtina iškeltos hipotezės. Darbe yra įvardinami eksperimentinio tyrimo galimi trikdžiai. Taip pat yra pristatomi susisteminti kvapo naudojimo sprendimai įvairiose srityse bei apibendrintai pateikiami galimi kvapo naudojimo rezultatai. Autorės sudarytas kvapo naudojimo marketingo priemonių veiksmingumui didinti modelis pristato apibendrintą kvapų naudojimo algoritmą pagal vidinius, išorinius ir jutiminius veiksnius. / This paper deals with analyzing sensory marketing conception. Firstly, the theoretical aspects of senses and aroma marketing are examined. There aren‘t many projects implemented in Lithuania of using scents in marketing, especially using scents to increase sales. This reason conditioned to doing analysis of using scents to increase sales in retail according to foreigner’s scientists researches and realised campaigns of using scents in retail. In order to confirm or deny the hypothesis, that congruent scent can increase sales, an experiment had been carried out in Lithuania. Experiment results deny the hypothesis. The research identifies some potential interferences for an experiment. This paper shows the solutions of using scents in various areas and possible results that might occure. Also, it is done and introduced a model for using scents in marketing in case to increase it’s efficiency. This model is made of internal, external and additional forces analysis.

This master thesis examined the scent marking behaviour by urine and faeces in four equid species, African wild ass (Equus africanus), Grevy?s zebra (Equus grevyi), Plain zebra (Equus quagga) and Mountain zebra (Equus zebra), in captivity. Data about scent marking were collected during two five-month seasons of behavioural observation of 15 equid herds in 5 Czech Zoos, Zoo Dvůr Králové, Zoo Liberec, Zoo Brno, Zoo Ostrava and Zoo Ústí nad Labem. The study focused mainly on testing several hypotheses explaining scent marking in stallions, mares and foals and also on interspecies differences in this behaviour.

Notre objectif était d’identifier des cytochromes P450 capables d’oxygéner des mono et sesquiterpènes, pour produire des molécules aux propriétés organoleptiques intéressantes labellisés « naturelles » par l’industrie des arômes et du parfum.Nous avons identifié 7 couples P450-substrat catalysant une conversion in vitro supérieure ≥ 45 % et/ou formant un produit attendu. Les quantités de produit obtenu par bioconversion dans la levure restent insuffisantes pour un procédé industriel. Les facteurs limitants ont été identifiés dans le cas du valencène comme : 1) la toxicité induite par les produits, 2) l’accumulation du β-nootkatol dans les membranes, 3) l’inhibition de l’enzyme par les produits réactionnels. Trois cytochromes P450 d’Arabidopsis thaliana impliqués dans le métabolisme indolique oxydent activement le limonène. Ils s’expriment dans les inflorescences et constituent le premier exemple de P450s suceptibles de participer à deux voies métaboliques indépendantes chez les plantes. / Our aim was to identify cytochromes P450 catalyzing hydroxylation of mono-and sesquiterpenes to produce functionalized "natural" compounds with interesting organoleptic properties for the flavor and fragrance industry. We identified 7 P450-substrate pairs showing . 45 % in vitro conversion and/or forming an expected product. The amounts of products resulting from yeast bioconversion were however too low for implementation of an industrial process. Factors limiting the nootkatone production from the P450-dependent bioconversion of valencene were identified : 1) toxicity for yeast of the ƒÀ-nootkatol and nootkatone products, 2) ƒÀ-nootkatol accumulation in endomembranes, 3) products inhibition of valencene hydroxylation. Three previously characterized P450s from Arabidopsis thaliana in indolic metabolism were shown to actively oxidize limonene. They are expressed in inflorescences and may provide the first demonstrated case of multifunctional P450s involved in independent plant pathways.