<p><strong>Background</strong>: Previously, marketing has focused on audiovisual stimulus but as a result from the information overload of the modern society, companies find it harder to differentiate from the competitors through the traditional marketing channels. Consumers of today tend to take functional attributes for granted and seek for an emotional involvement in the purchasing process. Sensory marketing aims at strengthening the relationship between a brand and its consumers on a deeper level through the involvement of the human senses; sight, sound, smell, taste and touch. Since the phenomenon is relatively new, the amount of studies concerning the eventual benefits on brand perception is limited.</p><p><strong>Purpose</strong>: This study investigates how sensory branding can influence the perception of a brand for the consumer.</p><p><strong>Method</strong>: The use of sensory branding was explored by conducting interviews with specialists within the field. The main basis for this research was an experiment, where the effect of using an ambient scent in the branding process was tested in order to investigate and analyze its effect on brand perception.</p><p><strong>Conclusion</strong>: Sensory marketing changes brand perception positively when the stimulus is congruent with the other brand elements. It can thus be seen as a suitable tool for reinforcing the value of a brand. A congruent stimulus influences the consumer on an unconscious level and can affect preference positively hence triggering impulse buying behavior.Adding a sensory dimension to the marketing strategy can strengthen the brand equity implying a stronger bond between the brand and the consumer. However,the authors argue that a strong brand platform is required to benefit ultimately from an investment in sensory branding. The use of sensory branding is growing rapidly and it is predicted to be the future of strategic branding.</p>

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Marketingas šiandien neveikia. Dauguma prekinių ženklų jau pranyksta per pirmus gyvavimo metus, o jų žinutės pasimeta informacija perkrautoje visuomenėje. Tai reiškia, kad verslas, kuris buvo pozicionuojamas per prekinį ženklą, yra nesėkmingas. Norint to išvengti ir tapti pirmo pasirinkimo prekiniu ženklu, reikia pozicionuoti ir kurti prekinio ženklo asmenybę per pojūčius: kvapą, skonį, garsą, vaizdą ir lytėjimą. Dabartinės prekinio ženklo žinutės daugiausia remiasi garsu ir vaizdu. To jau nepakanka. Praktiškai kiekvienas prekinis ženklas gali apimti trys, o gal net ir keturis pojūčius. Sensorinio prekinio ženklo vadyba padeda kurti stabilumą, aiškumą r tvirtą ryšį tarp prekinio ženklo bei jo vartotojo. Pirmiausiai reikia identifikuoti jau esamas prekinio ženklo vertybes (pojūčius), paversi jas prekinio ženklo prisilietimo taškais, sukurti tvirtą sinergiją tarp tų taškų ir toliau plėsti pojūčius. Prekinio ženklo pojūčių auditui naudojamas prekinio ženklo suskaldymo testas. Šis testas padeda nustatyti ar prekinio ženklo atskiros dalys gali nepriklausomai viena nuo kitos reprezentuoti patį prekinį ženklą. Kuo didesnis suskaldomumas, tuo prekinis ženklas giliau įsirėžia į žmonių mintis. Visi nori kažkuo tikėti ir tikėjimo patirtį dalintis su bendruomenės nariais. Religija kuria ir tikėjimą, ir bendruomenę. Prekinis ženklas galėtų pasimokyti iš religijos ir sukurti ištikimų pasekėjų minias. Kuo labiau prekinis ženklas tampa „žmoniškesnis“ ir artėja prie žmonių, tuo daugiau jis... [toliau žr. visą tekstą] / Marketing doesn’t work today. A majority of the brands vanish over its first existence year and the brand messages are lost in overcommunicated world. It means that business represented by dead brands is unsuccessful. To avoid this and to become the first choice brand it is necessary to position and develop brand personality through the human senses: smell, taste, sound, sight and touch. Today the brand messages usually appeal to sight and sound. But it is not enough. Practically every brand can appeal to three and sometimes to four or even more senses. Sensory branding enables to develop stability, clarity and strong bond between brand and consumer. It is necessary to identify already existing brand values (senses) in order to turn them into brand touch points, to make a strong synergy between them and then enhance the other senses. One of the ways to perform the brand sense audit is to do the brand smash test. This test enables us to evaluate how separate brand pieces can individually represent the brand. The bigger is the smashing point, the stronger is the brand personality and the associations can engrave deeper in the customer minds. Everyone wants to believe in something and share the experience of that belief with other community members. Religion creates belief and community. Brand has to learn from religion how to create loyal followers crowds. Today just the “humane” brand can have loyal customers.

Syfte: Den här studien undersöker hur företaget Icehotel arbetar med marknadsföring samt vad som lockar turisten att besöka denna turistattraktion. Vi har valt att studera och forska närmare kring människans fem sinnen, vilket består av syn, ljud, lukt, smak och känsel. Metod: I denna studie arbetar vi med kvalitativa metoder. Vi har utfört en deltagande observation på plats för att kunna få en djupgående förståelse för hur de fem sinnena påverkas under vistelsen. En stor del av empirin består av information som vi har fått genom email- och kvalitativa intervjuer. Det är sju informanter som har besvarat våra intervjufrågor. I analyskapitlet framkommer en diskussion om vår observation och våra egna tankar kring studien. Teori: Vi har i denna uppsats använt oss utav fem teoretiska referensramar och en modell. Teorierna är Sinnesmarknadsföring, Destinationsmarknadsföring, Konsumentkultur, Image och Word of mouth. Modellen heter Människans fem sinnen och sinnesupplevelser. Slutsats: I denna studie om Icehotel har vi kommit fram till att en marknadsföringsstrategi med fokus på människans fem sinnen kan gynna ett företag. Vi har dragit slutsatsen att sinnesmarknadsföring är ett okänt begrepp och om fler företagare blir informerade om dess inverkan kommer de förmodligen att tillämpa det. En förbättrad image kan höja gästernas och dagsbesökarnas helhetsupplevelse. / Purpose: This study examines how the company Icehotel works with marketing and what attracts tourists to visit this tourist attraction. We have chosen to study and research closely on the five human senses, which consists sight, sound, smell, taste and touch. Methodology: The chosen method for this study is that of qualitative method. We have conducted a participatory observation on the destination in order to get a deeper understanding of how the five senses are affected. The empirical data consists of information that we have received by email- and qualitative interviews. In the study seven respondents have answered our interview questions. In the analysis section emerges a discussion of our observation and our own thoughts on the study.  Theory: We have used five theoretical frameworks, as well as one theoretical model from this study. Our theories include, Sensory Marketing, Destination Marketing, Consumer Culture, Image and Word of mouth. The model is called, “The sensory experiences” Findings: In this study about the Icehotel, we came to a conclusion that a marketing strategy with a focus on the five senses can be beneficial for businesses. Sensory marketing is currently an unknown concept. If more entrepreneurs are informed about its impact, they will perhaps apply it. By applying the five senses to their marketing strategies, businesses' images can improve. Hence, raise guests and 'day visitors' overall experiences.

Studier visar att åtgärder krävs för att minska svenska barns intag av sötsaker och fett samt öka intaget av frukt och grönsaker. Skolors roll i att främja en hälsosammare kosthållning hos barn måste därför få en ökad uppmärksamhet. Lärare bör ta tillvara på tillfällen som ges att i undervisningen förmedla en positiv syn på mat. Sapere-metoden är en pedagogisk metod som syftar till att öva upp elevers sensoriska förmåga, utveckla deras språk samt på sikt förbättra deras matvanor. Denna metod tillämpas idag på skolor i Västmanland. Syftet med studien var att studera lärares upplevelser av Sapere-metoden i Västmanland, hur tillämpningen påbörjades, vilka förväntningar som fanns samt vilka möjligheter och hinder som påträffats under processen. Insamlingen av data skedde genom intervjuer med lärare och intervjuerna analyserades med hjälp av en innehållsanalys. Resultatet visar att skolorna började tillämpa Sapere-metoden eftersom en person på skolan blev inspirerad. Förväntningarna handlade om en utveckling hos barnen, att bryta trender i samhället samt förväntningar att fortsätta arbetet med metoden i framtiden. Möjligheter är att metoden går att använda i alla skolämnen, att den utövas praktiskt samt går i linje med läroplanen. Hinder i arbetet är tidsbrist, kostnaden samt utbyte av personal i skolan. / Studies show that measures are required to reduce Swedish children’s intake of sugar and fat and to increase their intake of fruits and vegetables. Schools role in promoting a healthier diet in children must be given a greater attention. Teachers must take care of the opportunities they have that in the teaching mediate a positive view on food and meals. Sapere-method is an educational method and the aim is to practice pupils in their ability to use all their senses, to develop their language use and in the long term improve their food habits. This method is applied in schools in Västmanland. The aim with this study was to study teacher’s experiences of the Sapere-method in Västmanland, how the method was applied, what expectations there was, and what opportunities and obstacles encountered during the process. Data collection was done by interviewing teachers and the interviews were analyzed using a content analysis. The results of the study show that the Sapere method was applied because a person at the school became inspired. Expectations were a development of the children, to break the trends in society and expectations to continue the work in the future. The opportunities are that the method can be used in all school subjects, that is practiced practical and is in line with the curriculum. Obstacles in the method are lack of time, the cost and exchange of personnel in the school.

Effect of lipids on binding characteristics of opioid receptors in membranes prepared from rat brain were studied. Lipid concentrations causing changes in specific binding of [3H]Endomorphin-1 (ProE1), an opioid agonist highly specific to mu-type opioid, [3H]Ile5,6deltorphin II (DIDI), an agonist ligand highly specific to delta type receptor and [3H]Naloxone (Nlx), a universal opioid receptor antagonist were determined. Inhibition of [3H]ProE1, [3H]DIDI and [3H]Nlx specific binding was also examined by homologous displacement experiments in the presence and absence of lipids. In order to understand whether the changes occurring in the specific binding is due to changes in equilibrium dissociation constant (KD) or maximum number of binding sites (Bmax), the equilibrium binding experiments were performed. Arachidonic acid (AA) inhibited binding of both agonist and antagonist ligand in a dose dependent manner with IC50 values of 0.15, 0.1, and 0.6 mM for [3H]ProE1, [3H]DIDI and [3H]Nlx, respectively. Kd values were not affected while Bmax values decreased 38 % and 76 % for mu, and delta receptor subtypes, respectively. For [3H]Nlx, Bmax values decreased 20 and 56 % in the absence and presence of 100 mM NaCl, respectively. Cholesteryl hemisuccinate (CHS) enhances (100 % of control) ligand binding at mu-sites however no effect was encountered at delta sites. Furthermore, CHS also enhances (50 % of control) the binding of antagonist ligand in the absence of NaCl. Bmax values were increased by 70 % for mu sites and 40% for antagonist ligand binding site. Under similar conditions Kd values were not affected. Phosphatidic acid (PA) and phosphatidylcholine (PC) exhibited negligible effect on ligand binding. PA decreased specific binding of ProE1 and DIDI by 16 and 10 %, respectively. Specific binding of antagonist ligand Nlx decreased 11 % in the presence of NaCl whereas in the absence of NaCl specific binding is very close to control. In the presence of PC specific binding of both agonist and antagonist ligands were around control values. In this study modulatory effect of lysophospholipids, lysophosphatidic acid and lysophosphatidylcholine on opioid binding sites were evaluated for the first time. Both lysophospholipids exhibited similar effects: decreasing specific binding in receptor subtype independent manner between 0.1 to 1 mM range. Kd values were not significantly affected, while remarkable decrease (45-75 %) in Bmax values were observed.

Chemoreception plays an important role in predator-prey interactions and feeding dynamics. While the chemoreception of attractant or pleasant tasting compounds has been well studied, aversive chemoreceptive signaling has been difficult to investigate behaviorally in an ecological context because these interactions are species- and context- specific and deterrent compounds vary among prey. Using the coral reef system, this thesis explores on a molecular level the deterrent mechanism underlying detection by fish predators of an aversive compound, in order to gain a greater understanding of predator-prey interactions in this community. Like other organisms that are sessile or slow-moving, marine sponges have special mechanisms for defense from predation, commonly containing aversive-tasting compounds that defend these organisms from predation. To this end, we sought to identify and characterize a fish chemoreceptor that detects one or more of these compounds. We isolated a single cDNA clone encoding RAMP-like triterpene glycoside receptor (RL-TGR), a novel co-receptor involved in the signaling of triterpene glycosides. This co-receptor appears to be structurally and functionally related to receptor activity-modifying proteins (RAMPs), a family of co-receptors that physically associate with and modify the activity of G protein-coupled receptors (GPCRs). Expression in Xenopus oocytes showed that it responds to triterpene glycosides in a receptor-mediated manner and requires co-expression of a GPCR to enable signaling in oocytes; both of these receptors may be components of a larger signaling complex. A 40 bp portion of the gene is conserved across multiple fish species, but is not found in any other organism with a sequenced genome, suggesting that the expression of this receptor is limited to fish species. RL-TGR is the first identified gene encoding a co-receptor that responds to a chemical defense. This finding may lead the way for the identification of many other receptors that mediate chemical defense signaling in both marine and terrestrial environments, as this protein has the potential to represent the first of an entire family of co-receptors that respond to aversive compounds.

This research explores the sensory marketing and more specifically the effect of the senses on consumers experience in the clothing distribution sector. The purpose of this paper is to understand if all the senses have an effect on the customer experience in clothing stores. To do this a primary quantitative data has been collected through a questionnaire from clothing store customers to assess the effect of different senses on their consumer experiences. The results obtained by the analyzing of the questionnaire through regression analysis concluded that there are two senses that really stand out of the lot, firstly the smell then secondly the sight.

It was long believed that humans were unable to utilise the odours of conspecifics to co-ordinate social interactions in ways in which other species appear to be capable. However, a surge in interest in human social olfaction has recently challenged this view. The numerous studies conducted in this area have found that multiple state and trait related cues can be detected in body odour. Furthermore, many studies indicate that women are often more sensitive to these cues, and that sensitivity can be associated with fertility, findings that are consistent with sex differences in reproductive effort and benefits of choosiness in mate-searching. Since previous studies in this area have usually addressed the potential for humans to use olfactory communication in a comparable manner to other mammals, they typically involve collection and assessment of ‘natural’ odour. That is, they explicitly exclude the possibility of ‘contamination’ of odour samples by artificial fragrances. However, humans have used artificial fragrances for millennia, across many different cultures. This raises the question of whether widespread fragrance use may affect or disrupt the detection of this information in modern humans. The first aim of this thesis was to address this question by investigating how fragrance use may mediate the detection of olfactory information in humans. As well as providing further evidence for sex differences in the assessment of olfactory cues, and for the role of olfaction in real world partner choice, the findings herein suggest that fragrance may act differently on different information being assessed, potentially masking accurate assessment of certain traits (such as masculinity), while fragrance choice and preferences may be important in complementing other olfactory information (such as the general distinguishability of an individuals’ odour profile). A second aim of the thesis was to develop a scale in order to more accurately describe the varying perceptual qualities of human body odour – in other words to map human body odours. This work was conducted alongside perfumers in order to benefit from their expertise in olfactory perception and semantic labelling of odours. The development of such a scale could enable improved understanding of the perceptual qualities of human odour, making it possible to link specific perceptual qualities to specific cues (e.g. symmetry, masculinity, sex) or to manipulate odours based on perceptual qualities in experimental settings, and has direct practical implications for fragrance designers and for improving the ability of individuals to choose fragrance products that suit their odour profile. The second section of the thesis focuses on the effects of odours on the individual wearer as well as on perceivers in the environment. One study is presented which investigates the role of malodour reduction compared to the addition of fragrances in perceptions of confidence and attractiveness, finding that both the reduction of malodour and the addition of fragrance appear to be important for confidence as rated by others in the environment. The final study presented in the thesis examines a hitherto un-investigated role of olfaction during human pregnancy. The rationale for the study is based on evidence suggesting that in certain non-human species, which also show bi-parental care of offspring, there may be a role for chemical, or odour based, communication which underpins behavioural and endocrinological changes related to infant care behaviours in males. The study found little evidence to support the presence of analogous olfactory signalling during human pregnancy, though the findings are discussed in light of methodological changes which, if made in future studies, may result in different outcomes. The thesis concludes with a discussion of the importance of continuing to investigate various forms of olfactory communication, as well as improving our understanding of odours through the mapping of their perceptual qualities, and finally further examining the ways in which various fragranced products, which are widely used in society, may affect all of this. Future directions for this area of research are discussed. This line of investigation will, I argue, enable us to finally establish the true role of olfaction in contemporary social environments.

O objetivo deste estudo é compreender os sentidos e significados do trabalho segundo os servidores públicos com deficiência a partir da descrição de suas trajetórias, buscando identificar e analisar esses sentidos e significados atribuídos ao trabalho nas dimensões organizacional, individual e social. De natureza teórico-empírica, a pesquisa caracteriza-se como qualitativa do tipo exploratória e descritiva, na qual, mediante a metodologia de histórias de vida, foram descritas as trajetórias pessoais e profissionais de oito servidores públicos com diferentes tipos de deficiências, físicas e visuais, que trabalham em distintas organizações públicas do Estado do Rio Grande do Sul. A metodologia permitiu uma melhor compreensão dos sentidos e significados do trabalho ao favorecer uma articulação entre a realidade social, os significados do trabalho compartilhados por esses trabalhadores e as questões individuais, tal como suas impressões, sentimentos e experiências. Após as descrições das trajetórias, a análise é apresentada. Das trajetórias, destacaram-se os aspectos relacionados ao trabalho, que foram analisados e apresentados tal como um percurso, mostrando desde a entrada no mercado de trabalho até o atual momento das carreiras dos servidores públicos com deficiência participantes deste estudo. Dentre as percepções sobre o trabalho, a categoria preconceito e discriminação figura como pano de fundo, evidenciando um cenário ainda com entraves para uma inclusão, de fato, das pessoas com deficiência no campo do trabalho, mesmo tendo reservas de vagas. Contudo, mesmo havendo percepções negativas sobre o contexto de trabalho para as pessoas com deficiência, os pontos positivos sobressaem-se aos negativos no momento em que os servidores significam e atribuem sentido ao seu trabalho. Deste modo, os servidores com deficiência percebem o trabalho como uma forma de conquistar independência, ter autonomia, sentirem-se realizados e satisfeitos diante de um contexto que estigmatiza. Para eles, o trabalho também é “estar no mundo”, sentir-se útil, participando e contribuindo para algo que irá resultar diretamente nos serviços públicos prestados à sociedade. / This study aims to understand the sense and the meanings of work according to the disabled public servants from the description of their trajectory, seeking to identify and analyze these senses and meanings attributed to work in its organizational, individual and social dimensions. With a theoretical and empirical nature, the research is characterized by being qualitative of the exploratory and descriptive type, in which by using the life history method, the personal and professional trajectories of eight government employees with different types of physical disabilities and visual impairment have been described, they work in distinct public organizations at Rio Grande do Sul Estate. The methodology allowed a better comprehension of senses and meanings of work by favoring an effective link between social reality, work meanings that were shared by these workers and individual issues, such as their impressions, feelings and experiences. After the description of their trajectories, the analysis is presented. Concerning trajectories, aspects related to work were highlighted, and they were analyzed and presented as a route, showing since their entrance in the labor market through the actual moment of the career of the disabled public servants participants of this study. Among the work perceptions, the category the prejudice and discrimination acts as backdrop, displaying a canary yet with barriers to an inclusion indeed of people with disability at job field, even having reserve posts. However, even existing negative perceptions about context of work for people with disability, the positive points protrude the negatives at the moment that the public servants give and assign meaning to their job. Thereby, the public servant with disability realized the work as a way of conquering independency, having autonomy, feeling realized and satisfied facing the concept that stigmatize. For them, the work is also “being in world”, is feeling useful, participating and contributing for something that will result directly to the public services rendered to the society.