<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>

The thesis examines the relationship between consumer attitudes and a scented shopping environment. A relationship and phenomena concerning scent marketing, which could be seen as one of the more provocative forms of marketing since the human sense of smell, is connected to the limbic system where motivation and attitudes are created. The use of scent marketing has, so far, been proven effective in sales increasing whereas it is one of the less explored forms of marketing. The purpose of the thesis is to answer the following question: Is it possible to find differences in consumer attitudes in a scented buying environment compared to a nonscented buying environment, and thereby create new basis for segmentation? The thesis is based on a quantitative study where data has been gathered in a scent manipulated buying environment through structured interviews with consumers. The thesis applies a deductive approach to the main theories in the area of interest. The findings suggest new theory discussing that it is difficult to use consumer attitudes, towards a scented store environment, as a foundation for market segmentation. Further the results of the executed scent experiment comply with the existing theories about the affect of scent marketing as a sales increasing marketing tool.

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.

Submitted by ramona de luca (dl.ramona@libero.it) on 2018-03-02T14:09:34Z No. of bitstreams: 1 TESI FINAL.pdf: 1940115 bytes, checksum: 774e9e7fa6ad07457b9e53e1396ce0c8 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2018-03-02T14:14:22Z (GMT) No. of bitstreams: 1 TESI FINAL.pdf: 1940115 bytes, checksum: 774e9e7fa6ad07457b9e53e1396ce0c8 (MD5) / Made available in DSpace on 2018-03-02T16:52:41Z (GMT). No. of bitstreams: 1 TESI FINAL.pdf: 1940115 bytes, checksum: 774e9e7fa6ad07457b9e53e1396ce0c8 (MD5) Previous issue date: 2018-02-23 / Academic research on the effect of scent in marketing and consumer behavior have successfully demonstrated how odors improve cognitive, affective, and behavioral responses of consumers in the marketplace. Little attention has been turned to the cognitive mechanism through which scents provide information, and help individuals, and consumers, to attribute a meaning to physical, and psychological phenomena. In this dissertation, I discuss the underlying mechanism through which smell perceptions contribute to consumer decision-making, and preference formation, relying on the connection between smell, cognitive processing, and emotional paths. The dissertation is composed of three articles, which make an initial contribution to scent marketing by exploring the potential of a cognition-based approach to studies on olfaction (Article 1), empirically testing affective and semantic odor priming effects on consumer product and brand choices (Article 2), and empirically demonstrating how olfactory information added to an unscented product contribute to aesthetic preferences formation and processing style (Article 3). In particular, Article 1 consists of a systematic review of the most relevant studies on olfaction published from 1992 to 2017 and presents the current theories and approaches to the investigation of scent effects on consumer behavior, as well as introduces the opportunity of applying a cognitive-based approach to scent marketing studies. The article 2 contributes to olfactory priming literature demonstrating that the incidental exposure to an odor may non-consciously activate information which regulates consumer’s choice of products and brands. Eight experiments demonstrate that odors are primarily perceived through the dimension of their valence and that this process of odor perception and interpretation is an affective-based mechanism (i.e., affective priming) rather than associative-based (i.e., semantic priming). Article 3 explores how olfactory cues added to an unscented product (e.g., pencil) contribute to developing consumers’ aesthetic preferences for the product. I empirically test the PIA Model (Pleasure and Interest Model for Aesthetic Liking) in four experiments and demonstrated that olfactory information is processed across the two routes of heuristic and systematic processing simultaneous, whereas attribute-based information is processed primarily heuristically and then systematically. The final chapter presents the implications that a cognitive-based approach may provide to researchers, managers, and public policies makers to advance in scent marketing theory and practice. / Pesquisas acadêmicas sobre o efeito do cheiro nas áreas de marketing e de comportamento do consumidor demonstram com sucesso como os odores melhoram as respostas cognitivas, afetivas e comportamentais dos consumidores no mercado. Nesta tese discute-se o mecanismo subjacente pelo qual as percepções do cheiro contribuem para a tomada de decisão do consumidor e a formação de preferências, dependendo da conexão entre cheiro, processamento cognitivo e pistas emocionais. A tese, composta de três artigos, faz uma contribuição inicial para o marketing sensorial, explorando o potencial de uma abordagem baseada em cognição para estudos de marketing olfativo (Artigo 1), testando empiricamente os efeitos do odor priming afetivo e semântico nas escolhas dos consumidores para produtos e marcas (Artigo 2); e demonstrando empiricamente como as informações olfativas adicionadas a um produto cujo cheiro não representa um atributo central para sua avaliação, regulam a formação das preferências estéticas e o estilo de processamento (Artigo 3). O Artigo 1 consiste em uma revisão sistemática dos estudos mais relevantes sobre o olfato, apresentando as teorias e as abordagens mais utilizadas para a investigação dos efeitos do cheiro sobre o comportamento do consumidor, bem como introduz a oportunidade de aplicar uma abordagem cognitivista aos estudos de marketing olfativo. O Artigo 2 contribui para a literatura demonstrando que a exposição incidental a um odor pode ativar inconscientemente uma informação capaz de regular a escolha do consumidor de produtos e marcas. Oito experimentos demonstram que os odores são percebidos principalmente pela dimensão de sua valência (ou seja, agradável ou desagradável) e que esse processo de percepção e interpretação de um cheiro é um mecanismo afetivo (affective priming) e não associativo (semantic priming). O Artigo 3 explora como os cheiros adicionados a um produto cujo aroma não é um atributo central para sua avaliação, contribuem para o desenvolvimento das preferências estéticas dos consumidores para o produto. Quatro experimentos testam empiricamente o modelo PIA (Modelo de Prazer e Interesse), demonstrando que a informação olfativa é processada simultaneamente nas duas de processamento heurístico e sistemático, enquanto que a informação baseada em atributos é processada primeiramente de forma heurística e depois de forma sistemática. O capítulo final da tese apresenta as implicações que uma abordagem cognitiva pode fornecer aos pesquisadores, aos gestores de marketing e aos gerentes de políticas públicas para avançar na teoria e na prática de marketing olfativo.