Devrions-nous nous fier à notre inconscient pour l’achat de notre maison ou de notre prochaine voiture ? Dijksterhuis, Bos, Nordgren et van Baaren, (2006), répondent par l’affirmative à cette question. En effet, d’après ces chercheurs, effectuer une tâche de distraction, comme résoudre des anagrammes pendant quelques minutes, permettrait de « penser inconsciemment » et d’améliorer la qualité des décisions complexes. Avant de prendre une décision complexe, il faudrait donc s'abstenir de réfléchir à l'ensemble des avantages et inconvénients que présenterait chaque option. Etant donné les implications de ces résultats dans divers domaines tels que le management, la politique ou encore la justice, l’objet de cette thèse consistera à réexaminer et passer au crible la méthodologie des expériences relatives à la « théorie de la pensée inconsciente » (Diksterhuis & Nordgren, 2006). Les sept études menées suggèrent que l’apparente supériorité des décisions prises après une période de distraction n'est pas le fruit de la "pensée inconsciente" mais résulte en fait d'un effet néfaste de la réflexion consciente pouvant survenir lorsqu’une première impression de bonne qualité a été formée au préalable. Les résultats indiquent également qu’en l’absence de première impression, la réflexion s’avère bénéfique. / Should we trust our unconscious when buying a house or a new car? That is exactly what Dijksterhuis, Bos, Nordgren and van Baaren, (2006) have been recommending. Indeed, according to these researchers, performing a distraction task such as solving anagrams would allow to think unconsciously and therefore enhance the quality of complex decisions. Before making a complex decision, we should thus avoid thinking consciously about the advantages and drawbacks of each alternative. Given the implications of these findings in various areas such as management, politics, or justice, this thesis will thoroughly reexamine the method of experiments relative to the unconscious thought theory (Diksterhuis & Nordgren, 2006). The seven experiments suggest that the apparent superiority of decisions made after distraction does not result from unconscious thought but rather from the fact that further conscious deliberation can deteriorate high quality first impressions. The results also suggest that thinking consciously enhances the quality of decisions in the absence of such prior first impressions.

Syfte & forskningsfrågor: Syftet med studien är att klargöra på vilka sätt hotell kan tillämpa sinnesorienterad marknadsföring i sin lobby för att förbättra sina gästers upplevelse och därmed stärka sin position på marknaden. Med syftet som bakgrund formulerades två forskningsfrågor: • Vilken betydelse har ett första intryck i en lobby och hur kan det påverkas av sinnesorienterad marknadsföring? • Hur kan en mer positiv kundupplevelse i lobbyn, via sinnesorienterad marknadsföring, vara stärkande för ett hotells varumärke? Metod: Studien är grundad i en kvalitativ forskningsmetod för att uppnå en djupare förståelse för ämnet. Forskningsansatsen började med deduktiva inslag för att sedan övergå till induktiv vid insamling av empiriskt material. Det empiriska materialet utgörs av åtta semistrukturerade intervjuer. Slutsatser: Resultatet i studien visar att ett första intryck av en hotellvistelse skapas i lobbyn. Därför har vi kommit fram till att det är viktigt att påverka gästens upplevelse i en positiv riktning i ett så tidigt skede som möjligt, då det första intrycket kommer prägla resten av vistelsen. För att kunna göra det är vår slutsats att hotell bör utforma en strategi för sinnesorienterad marknadsföring i sin lobby, för att förbättra gästens upplevelse och sin position på marknaden. / Purpose and research questions: The purpose of this study is to clarify how hotels can apply sensory marketing in their lobby to enhance their guest’s experience and thereby strengthen their position on the market. With the purpose as a background we formed two research questions: • What significance has a first impression in a lobby and how can it be influenced by sensory marketing? • How can a more positive customer experience in the lobby, through sensory marketing, be strengthening for a hotel brand? Method: The study is established in a qualitative research method to achieve a deeper understanding of the subject. The study is in the beginning based on a deductive character and are changing into a inductive character in the collecting of empirical material. The empirical material is collected from eight semi-structured interviews. Conclusion: The results of our study shows that a first impression of a stay at a hotel is created in the lobby. Therefor, we have come to the conclusion that it is important to affect the customer experience in a positive direction as early as possible, since the first impression will characterize the rest of the stay. In order to do that, our conclusion is that hotels need to implement a strategy of sensory marketing in the lobby, to enhance the guest experience and thereby their position on the market.

E-commerce is becoming more common in Sweden and many Swedes buy clothing and sporting goods online. Online fashion retailers offer a visually pleasing range of products, which places greater emphasis on the aesthetic design of the online retailer. This paper examines how the perceived credibility of an online fashion retailer is influenced by the aesthetic design through a first impression. This study was conducted through ten interviews where the informants observed, assessed, and then discussed the online fashion retailers that were used in this study. Results show that recognition of an aesthetic design and a perception of usability and professionalism affects the perceived credibility in a positive way. Credibility is also conveyed through a simple aesthetic design and negatively affected by poor readability and a perception of lack of information. The result also shows that the user doesn’t need to find the aesthetic design appealing to assess the online retailer as credible. We hope that our results can be used in future studies and also possibly be helpful for future design of the websites of online fashion retailers. / E-handel blir allt vanligare i Sverige och många svenskar köper kläder och sportartiklar online. Onlinebutiker inom mode erbjuder ett visuellt tilltalande sortiment vilket gör att ökad vikt läggs vid den estetiska utformningen av onlinebutiken. Denna c-uppsats undersöker hur upplevd trovärdighet på en onlinebutik inom mode påverkas av den estetiska utformningen vid ett första intryck. Detta undersöktes genom tio intervjuer där informanterna fick observera, bedöma och sedan diskutera det urval av onlinebutiker som förekom i studien. Vi har sett att igenkänning av den estetiska utformningen och en upplevelse av användbarhet och professionalitet påverkar trovärdigheten positivt. Trovärdighet förmedlas även genom en enkel och stilren estetisk utformning. Den påverkas i sin tur negativt av uppfattningen om dålig läsbarhet samt bristande mängd delgiven information. Resultatet visar även att användaren inte behöver finna den estetiska utformningen tilltalande för att bedöma onlinebutiken som trovärdig. Vi hoppas att våra resultat kan användas i framtida studier och även möjligtvis vara till hjälp vid framtida utformning av onlinebutiker inom mode.

La notion de première impression est fréquemment utilisée dans la socio-psychologie mais elle n'a pas été fortement exploitée dans le marketing. Même si cette notion apparait souvent dans le monde du commerce, il n’est pas toujours facile de la mesurer. La comparaison de deux méthodes de mesure nous permet d’affirmer d’une part, que sur un nouveau produit, la première impression est formée dans les 10 premières secondes, et d’autre part, qu’elle apporte sur ce produit une perception minimale. Le processus d’expérimentation a été réalisé sur de nouvelles voitures en voie de commercialisation au Vietnam. Les résultats obtenus sont convergents et cette thèse montre bien les intérêts mais aussi les limites de concept psychologique. / The concept of first impression is frequently used in social psychology, but it hasn’t been forcefully exploited in Marketing. Even though this notion appears daily in the business world, it is not always easily measured. The comparison of two methods allows us to affirm that the first impression of the new products is formed during the first 10 seconds and then, it provides us minimal perception of product. The process of the experiment was seriously carried out among new cars being commercialized in Vietnam. The results are convergent and this thesis shows not only the interests but also the limits of this psychological concept. / Khái niệm về ấn tượng ban đầu thường xuyên được sử dụng trong tâm sinh lý xã hội nhưng vẫn chưa thật sự được khai thác mạnh mẽ trong Marketing. Ngay cả khi ấn tượng ban đầu xuất hiện hàng ngày trong thế giới thương mại, nhưng thật không dễ để đo lường được nó. Một sự so sánh về hai phương pháp đo lường cho phép chúng ta khẳng định rằng ấn tượng ban đầu về sản phẩm mới được hình thành ngay từ 10 giây đầu tiên và đã mang đến cho chúng ta một nhận thức tối thiểu về sản phẩm. Việc xây dựng tiến trình thực nghiệm đã được thực hiện một cách nghiêm túc trên những chiếc xe ô tô mới đang trên đường được thương mại hóa tại Việt Nam. Những kết quả đạt được là hội tụ và cuốn luận án cũng đã chỉ rõ những lợi ích cũng như giới hạn từ khái niệm tâm sinh lý này.

The relationship between Objective Metrics (OM) and Subjective Assessments (SA) has been analyzed by people using different methods. This paper continues Gaspar Gil Gómez’s research over test method development by use of SOM-GRNN, aiming to find correlations between OM and SA. In this paper, CAE simulation is performed to analyze the relationship between OM and vehicle parameters. First impression test is refined and one more dataset has been added in order to populate SOM-GRNN map. This paper also conducts analysis over SOM and GRNN algorithms, and explores several possible applications using SOM-GRNN map. Finally the whole SOM-GRNN system is integrated and a User Interface is built in GUI for future research and application. The system can still be improved by populating database, refining SA evaluation method and optimizing SOM-GRNN training algorithms. / Relationen mellan målmetri (OM) och subjektiv bedömning (SA) har analyserats av personer som använder olika metoder. I detta dokument fortsätter Gaspar Gil Gómezs forskning kring testmetodutveckling med hjälp av SOM-GRNN, som syftar till att finna korrelationer mellan OM och SA. I detta papper utförs CAE-simulering för att analysera förhållandet mellan OM och fordonsparametrar. Första intryckstestet är raffinerat och ytterligare en dataset har lagts till för att fylla i SOM-GRNN-kartan. I detta dokument analyseras även SOM- och GRNN-algoritmer, och undersöker flera möjliga tillämpningar med hjälp av SOM-GRNN kartan. Slutligen är hela SOM-GRNN-systemet integrerat och ett användargränssnitt är byggt i GUI för framtida forskning och tillämpning. Systemet kan fortfarande förbättras genom att fylla i databasen, förädla SA utvärderingsmetod och optimera SOM-GRNN träningsalgoritmer.

The study was based on cognitive biases with the aim of investigating the extent to which the individual's physical appearance affects the hiring process, and whether individuals who are perceived as more attractive are ascribed more positive characteristics. The study was conducted with a quantitative method, where the data collection was done via an online survey with 62 respondents, the majority of whom had previous experience of decision- making in a recruitment context. The respondents were asked to rate perceived attractiveness, characteristics and employability in four different individuals by looking at different facial images. All questions and rating scales on the questionnaire were based on the validated instruments Competence and warmth scale (CWS) and Job Suitability Scale (JSS). The results showed that more attractive people have a higher mean value than less attractive people in CWS and JSS. It was concluded that the individual's appearance has a significant impact in the hiring process, and that there is a tendency to attribute more positive characteristics to people who are considered more attractive compared to those who are judged to be less attractive. / Studien utgick från kognitiva fördomar med syftet att undersöka i vilken grad individens fysiska utseende påverkar anställningsprocessen, samt om individer som uppfattas som mer attraktiva tillskrivs mer positiva egenskaper. Studien genomfördes med en kvantitativ metod, där datainsamlingen skedde via en online-enkät med 62 respondenter, varav majoriteten hade tidigare erfarenhet av beslutsfattande inom rekryteringssammanhang. Respondenterna fick skatta upplevd attraktivitet, egenskaper och anställningsbarhet hos fyra olika individer genom att titta på olika ansiktsbilder. Samtliga frågor och skattningsskalor på enkäten utgick utifrån de validerade instrumenten Competence and warmth scale (CWS) och Job Suitability Scale (JSS). Resultatet visade att mer attraktiva personer har högre medelvärde än mindre attraktiva personer i CWS och JSS. Sammanfattningsvis drogs slutsatsen att individens utseende har en betydande inverkan i anställningsprocessen, samt att det finns en tendens att attribuera mer positiva egenskaper till personer som anses vara mer attraktiva jämfört med de som bedöms som mindre attraktiva.

Summaries in Afrikaans and English / Die primere skoolkind bevind horn in 'n fase van groot verandering wat aanpassings verg en hoe eise stel. Die ervaringe wat die kind gedurende hierdie tydperk opdoen, is beduidend omdat dit sy vormingsjare is. Omdat die kind nie altyd kan verbaliseer watter probleme hy ervaar nie, is met hierdie studie gepoog om vas te stel of skooltekeninge van enige diagnostiese waarde kan wees om die kind in nood te verstaan. Die empiriese studie het bewys dat skooltekeninge nie net waarde as 'n identifiseringsmedium inhou nie, maar ook as 'n aanvullende ortopedagogiese medium aangewend kan word. Die kind neig om sy probleme, persepsies, houdings en so meer visueel te projekteer. Hoewel hierdie studie bevindinge van vroeere navorsing bevestig, is bepaalde verskille ook geidentifiseer. Die studie is afgesluit met riglyne vir die gebruik van skooltekeninge, asook aanbevelings met die oog op die verfyning van hierdie projeksiemedium. / The primary school child finds himself in a phase of great change which makes high demands and requires adjustments. What happens to the child during these years is critical because these are foundation laying years. Because a child is not always able to verbalise problems which he may experience, this study is an . endeavour to determine whether school drawings have any diagnostic value to identify a child in need. The empirical study has confirmed that school drawings have diagnostic value not only as a medium of identification, but also as a supplementary orthopedagogical medium. The child· tends to project his problems, perceptions and attitude visually. Although this study confirms findings of previous studies, certain differences were also identified. The study was concluded with guidelines for the use of school drawings, as well as recommendations regarding the refinement of this projection medium. / Psychology of Education / M. Ed. (met spesialisering in Voorligting)

This thesis aims to examine the role that non-instrumental aspects such as aesthetic and emotion play in elderly user interaction with mobile phones. It presents an analysis of the results from in-depth interviews with a selected group of Swedish elderly users, and discusses how the aesthetic experience which they yield in interacting with mobile phones could impact their preference, and their perceived usability of the devices.  A set of mobile phones, different in usability and aesthetic levels were presented to the group of elderly user in order to investigate how they perceive phones attributes, including appearance and general features, and different facets of their user experience, including their motivations of use, the involved emotions, desires, and concerns. The analyses revealed a possible existing correlation between non-instrumental aspects of elderly users’ interaction with mobile phones, and their preference to use those devices. While negative aesthetic experience as a result of social concerns had a strong negative influence on elderly’s perceived usability, and could consequently alter their preference, certain symbolic meanings in interaction such as the tendency to be modern, contributed to perceived ease-of-use & perceived usefulness of the mobile phones. Elderly user’s familiarity or earlier experience with a device or with the technology was found to be a confounding variable. However, in the presence of usability concerns, traditional factors of aesthetic went into the shadow, and therefore had no direct impact on users’ perceived usability of the device. A set of design solutions that would address elderly user’ both instrumental and non-instrumental concern, were proposed.

The diploma thesis is focused on the role of appearance in electoral decision making in the presence of political information and voters' characteristics. In the theoretical part experimental researches and real elections researches, which are focused on the appearance of political candidates, are presented. The results highlight the presence of stereotyped thinking in electoral decision making, the influence of the appearance of attractive candidates and the perceived competencies, that have a predominantly positive effect on electoral success, the negative evaluation of candidates with higher weight, and the inconsistent evaluation of ethnicity and gender of political candidates. Current research has shown that a political program, shared values and personalities at the head of political parties have been selected in the elections of political parties, and in the fictitious elections the candidate with the same political attitude has the greatest chance of success. However, the appearance of political candidates affects the success of candidates even in the presence of political attitudes and the characteristics of the respondents. Preferred is the attractiveness of the candidate and the appearance of competence, which is controlled by attractiveness and older age. A nice look of political...

Summaries in Afrikaans and English / Die primere skoolkind bevind horn in 'n fase van groot verandering wat aanpassings verg en hoe eise stel. Die ervaringe wat die kind gedurende hierdie tydperk opdoen, is beduidend omdat dit sy vormingsjare is. Omdat die kind nie altyd kan verbaliseer watter probleme hy ervaar nie, is met hierdie studie gepoog om vas te stel of skooltekeninge van enige diagnostiese waarde kan wees om die kind in nood te verstaan. Die empiriese studie het bewys dat skooltekeninge nie net waarde as 'n identifiseringsmedium inhou nie, maar ook as 'n aanvullende ortopedagogiese medium aangewend kan word. Die kind neig om sy probleme, persepsies, houdings en so meer visueel te projekteer. Hoewel hierdie studie bevindinge van vroeere navorsing bevestig, is bepaalde verskille ook geidentifiseer. Die studie is afgesluit met riglyne vir die gebruik van skooltekeninge, asook aanbevelings met die oog op die verfyning van hierdie projeksiemedium. / The primary school child finds himself in a phase of great change which makes high demands and requires adjustments. What happens to the child during these years is critical because these are foundation laying years. Because a child is not always able to verbalise problems which he may experience, this study is an . endeavour to determine whether school drawings have any diagnostic value to identify a child in need. The empirical study has confirmed that school drawings have diagnostic value not only as a medium of identification, but also as a supplementary orthopedagogical medium. The child· tends to project his problems, perceptions and attitude visually. Although this study confirms findings of previous studies, certain differences were also identified. The study was concluded with guidelines for the use of school drawings, as well as recommendations regarding the refinement of this projection medium. / Psychology of Education / M. Ed. (met spesialisering in Voorligting)