Dissertations / Theses on the topic 'Scent marking'

Identifying the best control method for problematic wildlife is an ever present issue in wildlife management. Popular control methods have ranged from lethal techniques, extirpating the animal, to multiple non-lethal methods focused on deterring undesired behavior. In the past, lethal methods were the preferred choice. However, with increased awareness of the need for biodiversity conservation, new management methods focus on non-lethal control, with emphasis on exploiting aspects of naturally occurring organismal behaviors and ecology. Over the past decade, technological advances in extraction method’s and equipment have also developed new techniques providing a broader range of information about species biology for management use. One of the most well documented conflicts between wildlife and humans is that of the wolf. Using advanced technology and new techniques, we investigated the implication of using chemosensory signals in canid urine to modify behavior as a possible non-lethal alternative in large predator management. Here we used the SBSE method coupled with improved GC/MS equipment to analyze the volatile organic compounds in the urine of four canid species, gray wolf (Canis lupus), red wolf (Canis rufus), wolf-dog hybrids (Canis familiaris) and the domestic dog (Canis familiaris) in order to create working urinary profiles. The extraction method identified several compounds also seen in the urinary profiles of other large predators. In addition, similarities and differences were also noted between taxa and the sexes, and these can be further explored in future studies. Two identified urinary compounds, acetophenone and methyl propyl sulfide, were selected for further behavioral evaluation. We focused on these compounds and their influence as chemosensory signals triggering urine marking events in both the gray wolf and red wolf. Behavioral observations of the effects of these two chemicals indicated they elicited responses from captive wolves. At each of the three study sites, the combination of these chemicals produced urine-marking events along the territory boundary by dominant animals. As a result, the investigation focused on what triggered the urine-marking events, the chemicals themselves, their combination, or the breakdown of the chemicals producing other odorants. It was found that there was no significant degradation of the chemicals over time and environmental conditions produced no significant breakdown of the acetophenone prior to the addition of methyl propyl sulfide. This posed a number of new questions and illustrated the need for additional behavioral studies. The results of this study analyzing chemosensory signals in canid urine, provides biologists with new information to aid in the development of new non-lethal management strategies for handling problematic wildlife as well as providing useful information for future research involving reproduction, predator/prey dynamics, territory maintenance, and a host of other studies focusing on animal ecology in association with chemosensory signaling.

This thesis examines how scent marking in Eurasian beaver (Castor fiber) functions in territorial defence. Beavers usually deposit scent (castoreum and/or anal gland secretion (AGS)) onto small piles of mud and debris, and all age classes and both sexes participate in marking. I hypothesized that scent marking plays an important role in territory defence of free-ranging Eurasian beavers and investigated the following issues. (1) Which factors affect scent-marking behaviour? (2) How are scent marks distributed temporally and spatially during an annual cycle? (3) Is castoreum and/or AGS used in territorial defence? (4) How does this species respond to simulated territorial intruders? (5) Can the Eurasian beaver discriminate between scent from neighbours and strangers, and between scent from its own species and that of the North American beaver (C. canadensis)?

I show that scent marking plays a significant indirect role in territorial defence by the Eurasian beaver. The number of scent marks was density dependent. Beavers with many close neighbours (highly challenged) may need to scent mark more often to be unambiguously recognised as territory owners. However, high-density sites may also be of better quality, providing territory holders with more energy to spend in defence and more reasons to defend. There was a significant positive correlation between the number of scent marks and both the duration of territory occupancy and length of wooded banks. Therefore, residents appear to invest more in scent marking in good quality territories, and when a territory has been occupied for a relatively long time. Theoretically, the greater potential value of the territory for residents, in contrast to intruders, makes it worth fighting harder for.

Territories were scent marked significantly more often in spring when dispersal of 2- years-olds normally occurs and scent marks were concentrated near territorial borders, apparently to maximize the signal effect to potential trespassers on or before entering the territory. Significantly more scent marks were constructed upstream than downstream of the lodge, probably because the movement of dispersing individuals is predominantly downstream. These results support the border maintenance hypothesis.

From January through March castoreum was almost exclusively deposited on scent marks and appears therefore to be the main scent signal used in the defence of Eurasian beaver territories. AGS was rarely deposited and appears to have another function.

Eurasian beaver showed territorial behaviour when an "intruder", in the form of artificially-constructed experimental scent mounds (ESMs containing castoreum from alien adult males, was placed inside the territory. They destroyed the ESMs and overmarked with their own scent in 80% of the trials. Countermarking appears to have been an attempt to mask the odour of alien adult male conspecifics with their own odours. This result therefore gives some support to the scent-masking hypothesis. Scent marks could thus provide a reliable advertisement of an individual’s ability to dominate or defend the area, since only those successfully dominating the area can ensure that their marks both predominate and are more recently deposited than those of any challenging competitors. The countermarking may therefore advertise that the territory is occupied and signal the costs of competition if the threat is ignored. I frequently observed that beavers, after visiting the ESMs, started to patrol the territory. A lack of response to ESMs without castoreum indicated that beavers were responding to the smell of castoreum and not to the sight of the scent mound itself.

Eurasian beavers sniffed both castoreum and AGS from a stranger significantly longer than those from a neighbour. They responded aggressively significantly longer to castoreum, but not to AGS, from a stranger than from a neighbour. When ESMs were allowed to remain overnight and the response measured the following morning, beavers responded significantly stronger to both castoreum and AGS from a stranger than from a neighbour. These findings indicate that Eurasian beavers can use scent to discriminate between neighbours and strangers, thereby supporting existence of the “dear enemy” phenomenon (reduced aggression towards familiar occupants of neighbouring territories).

Eurasian beavers spent significantly longer time responding aggressively to conspecific than to heterospecific (North American beavers) ESMs. They also responded significantly more aggressively to conspecific than to heterospecific ESMs overnight. Gas chromatographic comparisons of castoreum showed that differences between species accounted for 34% of the total variation in compounds detected, while differences between sexes accounted for 13%. For AGS, 49% and 46% of this variation was explained by differences between species and sex, respectively. The results confirm the hypothesis that the Eurasian beaver discriminates between scent marks of the two species, i.e. exhibits species discrimination abilities. This indicates that the Eurasian beaver would regard intrusive scent marks from the North American beaver as a lesser territorial threat than from a conspecific, and would therefore be less likely to spend time and energy countermarking these scent marks.

In conclusion, my study has contributed to a better understanding of the function of territorial scent marking in the Eurasian beaver by demonstrating their capability of transmitting odorous messages efficiently, both temporally and spatially, and their ability to countermark and discriminate ESMs from intruders of different degrees of threat. My results lend support to the idea that the function of territorial scent marking in the Eurasian beaver is to advertise related dominance status, thereby providing opportunities for intruders to assess the presence of the owner, and thus reducing the costs of agonistic conflicts for both the owner and intruder (the status advertisement hypothesis). My results also support the general scent-matching hypothesis, i.e. its predictions 1 (mark where intruders are most likely to encounter marks), 3 (make themselves available for scent matching by intruders) and 4 (remove or replace marks of others) were all supported. However, prediction 2 (mark themselves with the substances used to mark the territory) needs to be clarified. It’s still unclear whether beavers smear castoreum on their pelage, and/or mark themselves with AGS in order to waterproof the fur, and thereby simultaneously function as a “living-scent mark”. The next step should be to clarify these issues. However, the function of scent marking suggested here is not necessarily the only functional mechanism, as one function need not necessarily exclude others. Two other main functions for scent marking in Eurasian beavers that cannot be entirely ruled out are that scent marks may be used to label and thereby defend resources within the territory (the labelling resources hypothesis), and that marking is related to reproduction (e.g. by advertising reproductive status and guarding the mate during the breeding period). My work has emphasized intergroup communication. However, more work is needed to clarify the role of scent marks in intragroup communication.

Denne avhandlingen eksaminerer hvordan duftmarkeringer fungerer i territorieforsvaret hos eurasiatisk bever (Castor fiber). Beveren avsetter vanligvis duft (castoreum fra bevergjelpungene og/eller sekret fra analkjertlene (AKS)) på små hauger av leire og planterester, og alle aldersgrupper og begge kjønn deltar i markeringen. Jeg satte fram hypotesen at duftmarkeringer spiller en viktig rolle i territorieforsvaret til fritt levende eurasiatisk bever, og undersøkte følgende spørsmål. (1) Hvilke faktorer virker inn på duftmarkeringsatferden? (2) Hvordan er duftmarkeringer fordelt i tid og rom i løpet av et helt år? (3) Er castoreum og/eller AKS brukt i forsvaret av territoriet? (4) Hvordan reagerer denne arten på simulerte inntrengere i territoriet? (5) Kan den eurasiatiske beveren diskriminere mellom duft fra naboer og fremmede, og mellom duft fra sin egen art og den nordamerikanske beveren (C. canadensis)?

Jeg viste at duftmarkeringer spiller en signifikant, indirekte rolle i forsvaret av territoriet hos den eurasiatiske beveren. Antall duftmarkeringer var tetthetsavhengig. Bever med mange nære naboer (høyt utfordret) trenger sannsynligvis å duftmarkere oftere for å bli utvetydig gjenkjent som eier av territoriet. Plasser med høy tetthet er imidlertid kanskje også av bedre kvalitet, noe som gir eierne av territoriet mer energi å bruke på forsvaret, og flere grunner for å forsvare. Det var en signifikant positiv korrelasjon mellom antall duftmarkeringer og varigheten av okkupasjonen av territoriet samt lengden av banker med trær. Bofaste ser derfor ut til å investere mer i duftmarkeringer i territorier med god kvalitet og når et territorium har vært okkupert for relativ lang tid. Teoretisk, jo store potensiell verdi territoriet har for de bofaste, i kontrast til inntrengere, desto hardere bør eieren slåss for å beholde det territoriet.

Territoriet ble duftmarkert signifikant oftere om våren når spredningen av 2-åringer normalt skjer, og duftmarkeringene ble konsentrert nær grensene til territoriet, tilsynelatende for å maksimere signaleffektiviteten til potensielle inntrengere før de entrer territoriet. Signifikant flere duftmarkeringer ble konstruert oppstrøms i forhold til nedstrøms av hytta, sannsynligvis fordi bevegelsen av individer på vandring hovedsakelig er nedstrøms. Disse resultatene støtter hypotesen om grenseopprettholdelse.

Castoreum ble nesten utelukkende avsatt på duftmarkeringer fra januar til ut mars og ser ut til å være hovedlukten brukt i forsvar av eurasiatiske beverterritorier. AKS ble sjelden avsatt og har muligens en annen funksjon.

Den eurasiatiske beveren viste territorial atferd når en ”inntrenger”, i form av kunstig konstruerte eksperimentelle duftmarkeringshauger (EDH’er) med castoreum fra fremmede voksne hanner, ble plassert inne i territoriet. De ødela EDH’ene og overmarkerte med sin egen lukt i 80% av forsøkene. Overmarkeringen ser ut til å ha vært et forsøk på å maskere duften fra de fremmede voksne hannene med sin egen duft. Disse resultatene gir dermed noe støtte til duftmaskeringhypotesen. Duftmarkeringer kan derfor sørge for en troverdig annonsering av et individs evne til å dominere eller forsvare et område, siden bare de som suksessfullt dominerer et område kan sikre at deres markeringer både dominerer og er nyligere avsatt enn de fra en utfordrende konkurrent. Overmarkeringen annonserer derfor muligens at territoriet er opptatt og signaliserer kostnaden av konkurransen hvis trusselen ignoreres. Jeg observerte at beverne ofte startet å patruljere territoriet etter å ha besøkt EDH’ene. En mangel på respons på EDH’er uten castoreum indikerer at beveren reagerte på duften av castoreum og ikke på synet av duftmarkeringshaugen.

De eurasiatiske beverne snuste på castoreum og AKS fra en fremmed, signifikant lenger enn fra en nabo. De reagerte aggressivt, signifikant lenger på castoreum, men ikke på AKS, fra en fremmed enn fra en nabo. Når EDH’ene forble ute over natta og responsen ble målt den påfølgende morgenen, reagerte beverne signifikant sterkere på både castoreum og AKS fra en fremmed enn fra en nabo. Disse resultatene indikerer at den eurasiatiske beveren kan bruke duft for å diskriminere mellom naboer og fremmede, og gir dermed støtte til tilstedeværelsen av ”kjære fiende” fenomenet (redusert aggresjon mot kjente okkupanter på naboterritoriene).

De eurasiatiske beverne tilbrakte signifikant lenger tid på å reagere aggressivt på artsfrenders enn ikke-artsfrenders (nordamerikanske bevere) EDH’er. De reagerte også signifikant mer aggressivt på artsfrenders enn ikke-artsfrenders EDH’er over natt. Sammenligninger av castoreum gasskromatogram viste at forskjeller mellom artene forklarte 34% av den totale variasjonen i forbindelsene oppdaget, mens forskjeller mellom kjønnene forklarte 13%. For AKS, var henholdsvis 49% og 46% av denne variasjonen forklart av forskjeller mellom arter og kjønn. Disse resultatene bekrefter hypotesen at den eurasiatiske beveren diskriminerer mellom duftmarkeringer fra de to artene, med andre ord utøver arts diskrimineringsevner. Dette indikerer at den eurasiatiske beveren vil anse påtrengende duftmarkeringer fra den nordamerikanske beveren å utgjøre en mindre territoriell trussel enn fra en artsfrende, og vil derfor mindre sannsynlig bruke tid og energi på å overmarkere disse duftmarkeringene.

Jeg konkluderer med at mitt studium har bidratt til en bedre forståelse av funksjonen av duftmarkering i territoriet til den eurasiatiske beveren ved å demonstrere deres evne til å overføre duftbeskjeder effektivt, både i tid og rom, og deres evne til å overmarkere og diskriminere EDH’er fra inntrengere som utgjør ulik grad av trussel. Mine resultater gav støtte til ideen at funksjonen for duftmarkering av territoriet hos eurasiatisk bever er å annonsere dominans status, og dermed sørge for muligheter for inntrengere til å vurdere tilstedeværelsen av eieren som vil redusere kostnadene av de agonistiske konfliktene for både eier og inntrenger (statusannonseringshypotesen). Mine resultater støtter også den generelle duftssammenligningshypotesen, med andre ord dens prediksjoner 1 (duftmarker hvor inntrengere er mest sannsynlig å møte disse), 3 (gjør seg tilgjengelig for duftsammenligning av inntrenger) og 4 (fjern eller erstatt duftmarkeringer av andre) ble alle støttet. Prediksjon 2 (duftmarker seg selv med duften brukt til å markere territoriet) trenger imidlertid å klargjøres. Det er fortsatt uklart om beveren smører castoreum på pelsen, og/eller markerer seg selv med AKS for å gjøre pelsen vanntett og dermed fungere samtidig som en ”levende duftmarkering”. Det neste steget bør være å redegjøre for disse spørsmålene. Funksjonen til duftmarkering som er foreslått her er imidlertid nødvendigvis ikke den eneste funksjonelle mekanismen, siden en funksjon ikke trenger å utelukke andre. To andre hovedfunksjoner for duftmarkering hos eurasiatisk bever som ikke helt kan utelukkes er at duftmarkeringer kan bli brukt til å merke og dermed forsvare ressurser innen territoriet (hypotesen om ressurs merking), og at duftmarkeringen er relatert til reproduksjonen (for eksempel ved å annonsere reproduktiv status og bevoktning av maken i løpet av paringstiden). Mitt arbeid har lagt vekt på kommunikasjonen mellom familiegrupper. Mer arbeid trengs imidlertid for å klargjøre duftmarkeringens rolle i kommunikasjonen innen familiegrupper.

Paper V reprinted with kind permission of Elsevier, sciencedirect.com

defend feeding territories, and that the spatinl distribution of 'patches' of earthworms (their major prey) determines the size of badger territories. Such a food-based model has been widely accepted, but has a number of equivocal assumptions which are discussed. Recently Roper, Shepherdson & Davies (1986) proposed an alternative model of territorial organisation, based on the seasonal pattern of territory marking with faeces and anal gland secretion, which suggested that territoriality in badgers may be more related to defence of oestrus females by resident males than to defence of food resources. This hypothesis relies on an un-quantified correlation between seasonal patterns of territory marking, mating and road mortality. Here, I attempt to test the strength of the association between these distributions and to test predictions about the relative contribution of the two sexes to territorial defence. To do this I present further data on the deposition of faeces and anal secretion at latrines, together with new data on the seasonality of road mortality and bite-wounding in badgers. In addition, I report the results of experiments in which latrines were continually monitored in an attempt to assess the relative contribution of the two sexes to territory marking and patrolling. Finally, I report the results of a chemical investigation (using gas chromatography) of the scent profile of anal gland secretion. My results confirm the bimodal seasonal pattern of deposition of faeces and anal secretion at latrines, but whilst the two distributions were similar, there were differences which suggested that the two territorial markers may have different functions. The seasonal pattern of deposition of anal secretion showed essentially the same distribution as data on mating, testis weight, bite wounding and road mortality and I concluded that my results were consistent with the anti-kleptogamy hypothesis. However, the seasonal pattern of deposition of faeces at latrines could more easily be explained by seasonal changes in food availability. My results showed that the incidence of bite wounding and of patrolling at latrines, was higher in males than females, which is consistent with predictions derived from the anti-kleptogamy model, but not with food-based models which predict territory defence to be shared equally amongst group members. Finally, chemical analysis of anal secretion revealed that whilst it probably did not signal the sex or identity of it's producer it may carry information about group membership. In addition, the secretion was found to be of low volatility and composed of long-chain fatty acids some fifteen of which were identified. These results are consistent with the idea that anal secretion acts as a long-term territory marker. In conclusion I suggest that my results for the deposition of anal gland secretion at latrines are consistent with the hypothesis proposed by Roper et al., (1986) that territoriality in badgers may at least be partly linked to the defence of oestrus females by resident males. By contrast seasonal variation in defecation at latrines may at least be partly explained by seasonal changes in food availability. Given that food and mates are the most important resources for the survival of an animal, in the short-term and long-term respectively, it is likely that models of the territorial spacing pattern of badgers would have to take both resources into account.

Thesis (PH.D.)--Michigan State University. Zoology and Ecology, Evolutionary Biology and Behavior, 2008.
Title from PDF t.p. (viewed on Aug. 11, 2009) Includes bibliographical references (p. 156-178). Also issued in print.

For many species, chemical signalling is used to signal the competitive ability of individuals and therefore plays an important role in the breeding system. As breeding generally promotes intrasexual competition, the potential fitness costs associated with competitive behaviour may be mitigated if individuals are able to assess their own ability, and the competitive ability of others, prior to agonistic encounters. Due to their hierarchical social structure and large home-range size, bears (Ursidae) are thought to rely highly on olfactory methods of communication. It is well known that bears rub parts of their body against trees. Selectivity in the trees used and seasonal variation of rubbing behaviour suggest it is a form of scent marking. However, methods of scent deposition and the function of tree marking have received little attention. This study documents tree marking behaviour in brown bears Ursus m'etos to investigate its role as a method of chemical signalling. Using observational research methods, the location of marking trees, frequency of scent marking, time invested in scent marking and receiving scents, and motor patterns exhibited at marking trees, were all investigated for each age sex class in both the breeding and non-breeding season. The observed behaviours were evaluated in terms of their potential fitness benefits to the individuals concerned. Ecological analyses indicated that bears are highly selective in the species, size and location of trees used for marking. Behavioural analyses identified seasonal and inter- sexual variation in tree marking behaviour, as well as a stereotyped pattern of marking. Analysing the time and energy brown bears invest in receiving marks and scent marking indicated variation between age sex classes. Overall, adult males appeared to invest the most time and energy in tree marking, which could indicate that they . gain a net fitness benefit from chemical signalling. The behaviour of other age sex classes at marking trees, particularly subadults and females with young, appears to be dictated by the behaviour of adult males in the area at that time, which causes seasonal variation. Brown bears appear to be highly selective in where they place scent marks, how often they engage in marking behaviour, and how much time and energy they invest in scent marking and investigating scent. It is hypothesised that the function of tree marking is to communicate competitive ability between individuals, with dominant individuals signalling their high competitive ability and receivers detecting theses cues and modifying their behaviour accordingly. Marking trees may also function in individual recognition of conspecifics, and could facilitate scent matching. This study suggests that scent marking plays an important role in the social behaviour of brown bears.

Energy from food is essential for the survival of all animals. For decades, bumblebees have been used as model organisms for studying animal foraging strategies. Here, I use bumblebees to examine two foraging strategies: scent marking and traplining. I find that experience and long term memory play an important role in both of these strategies. I show that bees interpret scent marks differently depending on context. They learn to rely on these scent marks to different degrees depending on flower handling time. Bees also learn to associate the same scent marks with high and low rewarding food, which means the same scent promotes and suppresses acceptance of flowers. Contrary to previous speculation, I find that these scent marks are not pheromonal signals specifically evolved to play a role in foraging. Rather they are incidental cues that bees learn to use to improve foraging performance and locate their nesting sites. Experience is also important in developing repeatable stable routes between food sites i. e. traplines. I show that bees required long term spatial memory to gradually form traplines. They reduced their travel distance by linking near neighbour flowers, which did not result in using the shortest routes. Traplining bees were also less likely to revisit emptied flowers and spent less time searching for these flowers. For decades, scientists have used water to control for remote effects of sucrose solution in experiments. I find that bees are able to detect the difference between these two liquids without contact chemoreception. The exact cue they use remains to be determined, but it is not humidity.

Knowledge about the use and behavioural relevance of the different senses in the South American Coati is limited. The aim of the present study was therefore to investigate the use of the sense of smell in this species. Twenty-five captive coatis were observed at the zoo of La Paz for a total of 120 hours to collect data on olfactory-related behaviors. The coatis frequently performed behaviors in response to the detection of odors such as sniffing on the ground, on objects, on food, on conspecifics, or in the air. In contrast, they did not display many odor depositing behaviors such as urinating, defecating, or scent-marking. The most frequently performed olfactory-related behavior was “sniffing on ground” which accounted for an average of 40 % of all recorded behaviors. In general, both adult males and non-males (here defined as adult females, as well as sub-adults and juveniles of both sexes) performed olfactory-related behaviors at similar frequencies. However, a few frequency differences for certain behaviors were found in the morning and in the afternoon, and in food or no food conditions, respectively. When food was present, for example, the coatis spent less time on olfactory-related foraging behaviors like “sniffing on ground” and “nose-digging” compared to when food was not present. The finding that scent-marking was rare in this captive group, indicates little need for territorial marking or communication of reproductive state under these circumstances. Findings from this study support the idea that Nasua nasua use their sense of smell in a variety of different contexts, and further studies are needed to extend the results.

ABSTRACT Social relationships, habitat utilisation and life history characteristics provide a framework which enables the survival of populations in fluctuating ecological conditions. An understanding of behavioural ecology is critical to the implementation of Natural Resource Management strategies if they are to succeed in their conservation efforts during the emergence of climate change. Egernia whitii from Wedge Island in the Spencer Gulf of South Australia were used as a model system to investigate the interaction of life history traits, scat piling behaviour and chemosensory communication in social lizards. Juveniles typically took ¡Ý 3 years to reach sexual maturity and the results of skeletochronological studies suggested longevity of ¡Ý 13 years. Combined with a mean litter size of 2.2, a pregnancy rate estimated at 75% of eligible females during short-term studies, and highly stable groups, this information suggests several life history features. Prolonged juvenile development and adult longevity may be prerequisite to the development of parental care. Parental care may, in turn, be the determining factor that facilitates the formation of small family groups. In E. whitii parental care takes the form of foetal and neonatal provisioning and tolerance of juveniles by small family or social groups within established resource areas. Presumably, resident juveniles also benefit from adult territorialism. Research on birds suggests that low adult mortality predisposes cooperative breeding or social grouping in birds, and life history traits and ecological factors appear to act together to facilitate cooperative systems. E. whitii practice scat piling both individually and in small groups. Social benefits arising from signalling could confer both cooperative and competitive benefits. Permanent territorial markers have the potential to benefit conspecifics, congenerics and other species. The high incidence of a skink species (E. whitii) refuging with a gecko species (N. milii) on Wedge Island provides an example of interspecific cooperation. The diurnal refuge of the nocturnal gecko is a useful transient shelter for the diurnal skink. Scat piling may release a species ¡®signature¡¯ for each group that allows mutual recognition. Scat piling also facilitates intraspecific scent marking by individual members, which has the potential to indicate relatedness, or social or sexual status within the group. The discovery of cloacal scent marking activity is new to the Egernia genus. E. Whitii differentiate between their own scats, and conspecific and congeneric scats. They scent mark at the site of conspecific scats, and males and females differ in their response to scent cues over time. Scat piling has the potential to make information concerning the social environment available to dispersing transient and potential immigrant conspecifics, enabling settlement choices to be made. This thesis explores some of the behavioural strategies employed by E. whitii to reduce risks to individuals within groups and between groups. Scents eliciting a range of behavioural responses relevant to the formation of adaptive social groupings, reproductive activity, and juvenile protection until maturity and dispersal are likely to be present in this species. Tests confirming chemosensory cues that differentiate sex, kin and age would be an interesting addition to current knowledge. The interaction of delayed maturity, parental care, sociality, chemosensory communication and scat piling highlights the sophistication of this species¡¯ behaviour. An alternative method for permanently marking lizards was developed. Persistence, reliability and individual discrimination were demonstrated using photographic identification and the method was shown to be reliable for broad-scale application by researchers. Naturally occurring toe loss in the field provided a context against which to examine this alternative identification method and revealed the need to further investigate the consequences of routine toe clipping, as this practice appears to diminish survivorship.

Abstract: Scent marketing is an area of predicted growth, with almost endless possibilities. It can successfully be applied to products, premises, places and services. Yet, this thesis explores some of the challenges scent marketing is likely to encounter, with regard to that part of the population who get sick from exposure to smells and chemicals. The purpose of this dissertation is to initiate communication and provide some tangible examples on how scent marketers and people suffering from the condition sensory hyperreactivity can co-exist in the same environment.

This paper presents a theoretical framework for the use of scent marketing, and the condition sensory hyperreactivity. The empirical study is of a qualitative nature, conducted through the mean of telephone interviews, on a sample of individuals with the condition, contacted through a website forum.

The findings show that people with this type of condition are substantially limited in their daily lives, due to scented products and places, and would be even more so with a growing use of this type of marketing. The possibilities for marketers could be to address the wishes of the interviewees, and gain a new market. The limitations for scent marketing are primarily of legislative nature, but could also include negative reactions to the subject. In addition to people with sensory hyperreactivity, and potentially young children, no specific target group could be outlined unsuited for scent marketing. Specific fragrances and chemical components to be avoided could in large not be determined. The interviewees wish for fragrance-free hospitals, dentists, waiting rooms and public places. The respondents have suggested a number of measures for marketers and shop owners that would facilitate and enable them to partake in the market place of today.

Keywords: Scent marketing, fragrance, sensory hyperreactivity, sensitivity

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.

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.

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.

Mestrado em Marketing
O marketing sensorial tem vindo a transformar-se numa ferramenta relevante para diferenciação no mercado cada vez mais competitivo e globalizado. A literatura disponível aponta para o uso de aromas na gestão de marcas. Todavia, os estudos negligenciam a importância da intensidade do aroma e muito particularmente de produtos de consumo diário e comum. Este estudo explora a forma como o aroma do pão afeta o comportamento dos consumidores, suportada por dados recolhidos através de um questionário original aplicado a 293 clientes de uma loja de retalho de produtos alimentares, a fim de explorar esta relação. Os resultados obtidos indicam claramente que a intensidade do aroma tem uma influência positiva sobre a forma como os consumidores avaliam a imagem e o ambiente geral da loja assim como a qualidade de oferta dos produtos, a intenção de retorno e as respostas emocionais. Portanto, os profissionais de marketing devem estar cientes do papel do aroma nos produtos diários de modo a melhorar o reconhecimento, as avaliações dos produtos e a intenção de retornar à loja.
In an increasingly globalized and competitive environment, sensory marketing has become a relevant tool of market differentiation strategies. Previous literature has already pointed to the use of smell in branding but tends to neglect the relevance of scent intensity and the aroma in particularly of daily products. This study explores how bread's scent affects consumers' behavior and uses data collected through a survey applied to 293 customers in a major retail food store to explore this relationship. The results achieved show that scent has a positive influence on how consumers assess the general environment, store image, quality of products, as well as their willingness to return and the emotional responses of consumers. Therefore, marketing practitioners should consider using aroma on daily products to improve awareness, product evaluations and intention to return to the stores.

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.

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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.

Mestrado em Marketing
O presente estudo visa determinar se a aplicação do aroma ambiente como estímulo ambiental num ambiente de loja real se trata de uma ferramenta de marketing eficaz, capaz de influenciar os comportamentos e atitudes do consumidor. Trata-se de um estímulo cada vez mais utilizado pelos retalhistas, a fim de conseguirem distinguir¬se da concorrência e oferecer uma experiência de compra única. Através de uma estratégia de investigação quantitativa iremos investigar se a presença do perfume da marca Mango como aroma ambiente afecta positivamente as respostas e avaliações dos consumidores no seu próprio ambiente de compra. Para isso foi conduzida uma experiência numa loja de vestuário da cadeia espanhola Mango na qual desenvolvemos 2 condições de estudo, sem estímulo versus com estímulo olfactivo. Durante 28 dias de estudo procedemos à aplicação de 600 questionários presenciais. Os nossos resultados não permitiram validar muitos dos objectivos propostos na presente investigação. No entanto, verificámos que de uma forma geral os indicadores sofreram ligeiras melhorias aquando a presença do estímulo olfactivo. Destacamos o facto das percepções sobre o ambiente de loja revelarem um impacto significativo nas percepções sobre a qualidade do produto exposto nesse mesmo ambiente. A ausência de resultados positivos da influência do estímulo olfactivo sobre as avaliações do ambiente de loja e qualidade da oferta nos estados emocionais do consumidor e ainda sobre os seus gastos poderá ser explicada pela natureza do próprio perfume da marca que foi aqui usado como aroma ambiente. Talvez a grande limitação deste estudo seja o próprio aroma utilizado pois, apesar de se tratar de um perfume da marca e como tal congruente com a oferta exposta, trata-se de um perfume de uso pessoal o que poderá ter sido inapropriado e dificultado a formulação de respostas positivas por parte do consumidor.
This study aims to determine whether the use of ambient scent as environmental stimuli in a real store environment is a powerful marketing tool, capable of influencing behavior and consumer attitudes. This is a stimulus increasingly used by retailers to differentiate from the competition and offer a unique shopping experience. Through a strategy of quantitative research we will investigate whether the presence of the Mango perfume positively affects the responses and evaluations of consumers in their own shopping environment. An experiment was carried out in a clothing store of the Spanish chain Mango. Two groups were studied, one subject to olfactory stimuli and the other not. During 28 days 600 questionnaires were administered via a face-to-face interview. Our results do not validate most of the objectives proposed in this research, though we found indicators were slightly improved in the presence of olfactory stimuli. It was found, nonetheless, that perceptions of the store environment have a significant impact on perceptions of the quality of product displayed. The fact that some hypotheses were not confirmed, including the influence of olfactory stimuli on evaluations of the shopping environment and quality of product, may be explained by the nature of the used scent. Although the perfume is consistent with the offer in store, this is intended for personal use and thus may be inappropriate for ambient scent.

Sinnesmarknadsföring är en viktigt aspekt för organisationer och påverkar alla människor medvetet eller undermedvetet. Studien fokuserar på tre sinnen, syn, doft och hörsel kopplat till den traditionella könsuppdelningen. Syftet är att kartlägga sinnesmarknadsföring på ett köpcentrum i Kalmar med namn Kvarteret Giraffen. Det är möjligt att segmentera efter könen för att på så sätt omfamna i stort sätt alla människor. Fallstudien undersöker hur Kvarteret Giraffen arbetar med sinnesmarknadsföring och om det är den rätta vägen att gå. Detta genomförs med kvalitativa intervjuer med både experter inom ämnet och personer med direkt koppling till Giraffen. Bör Giraffen använda sinnesmarknadsföring i förhållande till könen eller fortsätta med nuvarande strategi. Resultatet visar att Kvarteret Giraffen bör marknadsföra sig könsneutralt, men frågor och funderingar kring fenomenet uppmärksammas hos respondenter.
Sensory marketing is something every organization should take into consideration as it affects all people either consciously or subconsciously. The study focuses on three crucial senses, vision, scent, and hearing, in connection to the traditional gender divide. The purpose is to map sensory marketing on a shopping mall in Kalmar called Kvarteret Giraffen. It is possible to segment by gender, thus embracing virtually all people. The case study examines how Kvarteret Giraffen is working with sensory marketing and whether it is the right way to go or not. This is done with qualitative interviews with both experts in the subject and people with direct connection to Giraffen. Should Kvarteret Giraffen use sensory marketing relative to gender or continue with its current strategy. The result shows that Kvarteret Giraffen in question should use a gender-neutral marketing approach, however, questions and reflections about the phenomenon are noticeable among the respondents.

Orientador: Nelly de Camargo
Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Artes
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Resumo: As denominações e figuras, que diferenciam bens materiais, serviços, idéias, organizações... e a maior parte de suas mensagens, manifestam-se fortemente em nosso cotidiano, participando ativamente da modelização do ambiente que nos cerca e no qual atuamos.Porém, num nível tecnológico, o fenômeno da marcação comercial é ainda situado por muitos, quase que exclusivamente,no plano do signo inerte, encontrando-se relegado à ordem da assinatura. Procura-se portanto, nessa Dissertação, a partir da constatação de que a marca (signo social) é resultado de um trabalho, investigar algumas das formas de seu discurso. Analisa-se pois, na própria constituição das emissões da marca (de bens materiais, serviços, idéias e instituições... e da Marca como um todo), bem como nas suas reelaborações quando da recepção, processos de produção, circulação, troca e consumo de bens tangíveis e intangíveis, mascarados sob a produção, circulação, troca e consumo de bens simbólicos, dentro de um campo -lugar de uma social idade intersubjetiva - que integra marcos do contexto econômico, tecnológico, social, político e culturaL..., incluindo a. historicidade da situação e sua "normativização" pelo Direito. Para tanto, ao proceder a uma leitura interativa que estude os processos operatórios e significadores da marca "comercial e/ou institucional", recorre-se à averiguação das enunciações da e sobre a marca que mais parecem se destacar nesse universo. As reflexões desenvolvidas, permeadas, entre outras, principalmente pelas considerações de Baudrillard e Blikstein sobre o signo, são conduzidas, em função das formas de expressão examinadas, em duas instâncias: - na da enunciação enunciada, ie.: das marcas enunciativas no enunciado (Semiótica da Escola de Paris), - na -mais larga -das condições pragmáticas da enunciação (ato de linguagem) onde se apreciam as regras do agir em seu contexto histórico-social (Análise do Discurso), Evidenciam-se particularmente: - uma representação visual da articulação da categoria semântica marcado / não marcado, - a co-propriedade "linguageira" da marca, - uma apresentação histórica e descrições jurídica e econômica da marca. Em especial suas relações com inovação, qualidade, concorrência; seu valor subjetivo e sígnico, dando destaque à duplicidade de seu consumo (material / sígnico); uma discussão sobre sua "industrialização" (marcas de distribuidores x marca de fabricante, franchising, licensing), - o levantamento das principais posições dos profissionais que convivem com ela, e uma apresentação das ideologias de valorização de produto e marca, bem como das funções da marca, - a cumplicidade do consumidor, - a marca mercadoria, produto social de sentido, mito, com especial relevância da importância do verbal e não verbal em sua constituição, dos efeitos semi-simbólicos - principalmente no caso do crocodilo LACOSTE, dos duplos circuitos dos atos de linguagem da marca, dos lados manifestos e ocultos da marca, - a constituição da marca como Ser e seres, com sistemas axiológico, cênico e dramático próprios, e abordagem de sua identidade e personalidade acompanhada de um levantamento dos padrões de comunicação da marca. A marca "comercial e/ou institucional" revela-se, pois, nesse trabalho, um multimeio complexo, que se engendra por meio de sua disposição em discurso ¿ mise en scène - sob as mais diversas formas, bem além da simples dimensão de sua plasticidade
Abstract: Our daily lives are strongly influenced by the denominations and figures which differentiate material assets, services, ideas, organizations and most of their messages. Their participation in the shapping of the environment we tive in and work at is active. And yet from a tecbnological point of view, the phenomenon of the commercial brand is still seen by many almost exclusively as if the sign were inert left at the mercy of its signal. Considering that the brand (social sign) is the result of a work this Dissertation investigates some of the forms of its langnage. From the constitution itself of the emission of the brand (from material assets, services, ideas and institutions, and from the Brand as a whole) as well as its re-elaborations when received this work analyses production, circulatio, exchange and consumption processes of tangible and intangible assets which are hidden by production circulation, exehange and consumption of symbolical assets. The study is within a field - an area of inter-subjective social instinct ¿ which integrates outposts of economical, technological, social, political and cultural context, including the historicity of the situation and its regulation by Law. In order to make an interactive reading which studies the operative and signifying processes of the "commercial and/or institutional" brand the aid used is the verification of the enounciation from and about the brand which seem to be more emphasised in such a universe. Our retlections which are based upon Baudrillard and Blikstein's considerations about the sign, among others, have been directed towards two instances in order to consider the forms of expression examined. They are: 1. The enounced enounciation, i.e.. the marks which are enounciative in the enouncement (Semiotics from the School of Paris); 2. The most broadly pragmatic conditions of the enounciation (language act), in which we consider the rules of acting in its social-historical context (Discourse Analysis). The work evidences more particularly - a visual representation of the articulation of the semantic category marked / non marked; - a co-propriety of the language of the brand; - an historic presentation as well as juridical and economical descriptions of the brand, especially its relation with innovation, quality and competitiveness; its value as a sign as well as its subjetive value, with special focus on the duplicity of its consumption (material as well as a sign); also a discussion about its "industrialisation" (distributors brands vsi manufacturers brands, franchising, licensing); - a listing of the main position of the professionals who get along with the brand and a presentation of the valuation ideologies for product and brand as well as the functions of the brand; - the consumer's complicity; - the brand which is goods, a social product of meaning and myth especially considering the importance of what is verbal and non-verbal in its constitution; of the semi-symbolic effects, especially in the case of the LACOSTE crocodile; of the double circuits of the brand's language acts; of the manifest and hidden sides of the brand; - the constitution of the brand as Being and beings which have their own moral value, scenic and dramatic systems, and the approach to the identity and personality, followed by a listing of the patterns of communication of the brand. This work reveals the "commercial and/or institutional" brand as a complex multimedium which is engendered by means of its disposition in the discourse - mise en scène - and that appears in a varied range of forms which goes beyond the mere dimension of its plasticity
Mestrado
Mestre em Multimeios

Titel: Individuella skillnader i sensoriska behov: “Need for Scent”, “Need for Sound” och “Need for Vision” skalor. Ett bidrag till ämnets teoriutveckling.   Nivå: C-uppsats, examensarbete i ämnet företagsekonomi Författare: Emma Ekholm och Alexandra von Schreeb Handledare: Jonas Kågström Datum: 2017- maj                                                      Syfte: Avsikten med vår undersökning är att bidra till teoriutveckling inom ämnet sinnesmarknadsföring. Syftet med undersökningen är att analysera om och i så fall hur “Need for Touch” skalan går att omsättas till andra sinnen och användas inom multisensorisk marknadsföring.                                                                                                                        Metod: I denna studie har en kvantitativ studie utförts där 158 enkätsvar samlades in via en webbaserad undersökning där skalorna testades på respondenterna. Enkätsvaren analyserades i analysprogrammet SPSS där faktoranalys, klusteranalys och korrelationsanalys genomfördes. Resultat & Analys: Studien visade att sex faktorer kunde bildas varav faktor ett och två kunde bilda två stycken självständiga skalor, behov av doft (“Need for Scent”) och behov av ljud (“Need for Sound”), medan faktor tre, fyra och fem visar en tredimensionell skala, behov av syn (“Need for vision”). Fyra stycken kluster bildades även där vi fick fram ett kluster som uppvisar mycket högsensoriska beteenden och ett kluster som uppvisar mycket lågsensoriska beteenden.                                                                                             Förslag till fortsatt forskning: Då vi har konstaterat att sinnena doft, ljud och syn bildat självständiga skalor kan fortsatt forskning använda skalorna i konsumentforskning. Fortsatt forskning kan även studera varje kluster på ett djupare plan genom kvalitativa intervjuer. Vidare vore det även intressant att se om våra skalor går att omsätta till sinnet smak, någonting som inte har studerats tidigare. Uppsatsens bidrag: Undersökningen har bidragit till att utveckla den teoretiska grunden inom ämnet sinnesmarknadsföring och genom att vi har utökat Peck och Childers (2013) skala om behov av beröring till tre stycken nya fungerande skalor har vi belyst att det faktiskt är möjligt att använda sig av skalor för doft, ljud och syn för att mäta konsumenters individuella behov av doft, ljud och syn gällande produktutvärdering.
Title: Individual differences in sensory needs, “Need for Scent”, “Need for Sound” and “Need for Vision” scales: a contribution to theory development, in the subject of sensory marketing.  Level: Final assignment for Bachelor Degrees in Business Administration Author: Emma Ekholm and Alexandra von Schreeb Supervisor: Jonas Kågström Date: 2017 - May Aim: The purpose of our study is to contribute to the field of theory development, in the subject of sensory marketing. The aim of the survey is to analyze how the Need for Touch scale can be converted into other senses, and to be used in multisensory marketing. Method: In this study, a quantitative study was performed and 158 questionnaires were collected from a web-based survey where the scales were tested on the respondents. We analyzed our collected data in the statistical program SPSS and a factor analysis, cluster analysis and a correlation analysis were conducted. Result & Analysis: This study present six different factors from the factor analysis, of which factor one and two made two independent scales, “Need for Scent” and “Need for Sound”. Factor three, four and five all includes vision, and developed a three-dimensional scale “Need for Vision”. This study also present four clusters, where we developed one cluster that exhibited very high-sensory behaviors and a second cluster that exhibited very low-sensory behaviors. Suggestions for future research: Since we found that the senses smell, sound and vision could be formed into three independent scales, future research could use the scales on consumer research. Future research could also study each cluster individually on a deeper level with qualitative interviews. Furthermore, it would be interesting to examine if our scales could be transformed into the sense of taste. Which has not yet been studied. Contribution of the thesis:  The study has contributed to develop the theoretical foundation in the subject of sensory marketing, and by expanding Peck and Childers (2013) “Need for Touch” scale to three new functional scales. We highlighted how it is possible to use scales for scent, sound and vision to measure consumers individual need for scent, sound and vision in regarding product evaluation.

This Master's Thesis deals with the Czech fashion scene. Development of fashion is outlined in the introduction. It should help to understand the whole market. The work deals with marketing of fashion brands and focuses primarily on marketing Czech fashion brands offering fashions for women. Czech fashion scene is analyzed in detail and pointed out the weaknesses that need to be improved. In connection with the findings outlined here is a solution that should help Czech fashion scene.

Inledning: En marknadsföringsstrategi som används i de fysiska dagligvaruhandelsbutikerna är sinnesmarknadsföring, men det finns för nuvarande kunskapsluckor vad det gäller att använda strategin vid e-handel. Syftet med studien är därav att få en djupare förståelse av hur svenska dagligvaruhandelsföretag arbetar med sinnesmarknadsföring vid e-handel och hur denna marknadsföringsstrategi påverkar kundens helhetsupplevelse.  Teori: Digitaliseringen har lett till att e-handeln fått stor betydelse. Det är därav avstor vikt att företagen genererar en positiv kundupplevelse, vilket förutsätter att förstå kundens beteende. Genom att använda sig av sinnesmarknadsföring stimuleras människans fem sinnen och det skapas möjligheter till att tillfredsställa samtliga kunder.  Metod: För att samla in teoretiskt och empiriskt material till denna kvalitativa studie har flera olika metoder använts i kombination. Semistrukturerade intervjuer med respondenter från ICA och Coop har exempelvis kombinerats med metoden “tänka högt” för att få med kundernas perspektiv.  Empiri: Respondenterna från ICA och Coop vill att det ska vara enkelt att navigera på deras e-handel, men kunderna i studien uppfattar det inte lika enkelt. Vidare upplevdes sinnena på olika sätt.  Analys: ICA och Coop arbetar mycket med synen. Både teorin och kunderna i studien bekräftar att synen blir det första som uppmärksammas. Företagen arbetar mer med smaken än känseln, medans kunderna stimuleras mer av känseln än smaken. Dock har de samma uppfattning om doften. Därefter kommer hörseln, vilket inte var en lika avgörande faktor vid ett köpbeslut.  Slutsats: Företagen arbetar främst med synen genom noga utvalda bilder och recept, vilket påverkade kunderna på olika sätt. Mottagandet av leveransen var viktig för helhetsupplevelsen för kunden, dock påverkades kunden inte av svårigheterna med navigeringen på e- handeln. Det är sinnena i kombination som utgör upplevelsen för kunden.
Introduction: A marketing strategy in the physical grocery stores is sensory marketing, but for now there is a knowledge gap applicable to the strategy used online. The purpose of the study is to get a deeper understanding of how Swedish grocery companies are working with sensory marketing in e-commerce and how this marketing strategy affects the customers' whole experience.  Theory: Digitalization has led to e-commerce becoming very important. It is therefore of great importance for companies to generate a positive customer experience, which assumes to understand the customers behavior. To use sensory marketing and stimulate the humans five senses creates possibilities to satisfy all customers.  Method: To gather theoretical and empirical data to this qualitative study several different methods were used in combination. Semi- structured interviews with respondents from ICA and Coop have for example been combined with “think aloud” to be able to bring the customer's perspective.  Empirical investigation: The respondents from ICA and Coop want their e-commerce investigation to be easy to navigate. However, customers do not perceive it as easily. Furthermore, the senses were experienced in different ways.  Analysis: ICA and Coop work with the sight. Both the theory and the customers that participated in the study confirms that the sight sense is the first that is noticed. The companies work more with the taste than the touch, while the customers are stimulated more by the touch than the taste. They both had the same perception about the scent. The hearing is not a crucial factor in a purchase decision. Conclusion: The companies work mostly with the sight with carefully chosen pictures and recipes. The receiving of the delivery was important for the holistic experience, but the difficulties of navigation on the e-commerce did not affect them that much. It is finally the senses in combination with each other that formed the experience for the customer.

Alors que l'univers bancaire va connaître ces prochaines années, de profonds changements liés à une restructuration de son modèle, il nous semble pertinent de comprendre si le marketing sensoriel peut créer de la valeur ajoutée pour le client et les entreprises dans ce contexte. Le fait de diffuser un parfum et/ou une musique doit néanmoins faire l'objet de certaines recommandations. En effet, un parfum, ou une musique, fortement congruent avec l'image d'une entreprise aura-t'il des effets différents (et plus ou moins forts) qu'un parfum (ou qu'une musique) faiblement congruent avec l'image de l'entreprise, sur la satisfaction et les réponses comportementales des individus ? Cette thèse a pour objectif d'étudier cette thématique. Deux phases de recherches ont été mises en oeuvre. Tout d'abord, une phase qualitative qui a permis de faire ressortir les marqueurs de l'identité de la marque, permettant la création de deux types de parfums (fortement congruent vs. faiblement congruent) et de deux types de musiques (fortement congruente vs. faiblement congruente). La deuxième phase, quantitative a été réalisée in situ. Les résultats montrent qu'une diffusion de parfum faiblement congruent avec l'image de l'entreprise conduit à des réponses plus favorables de l'individu sur la perception des éléments physiques et in fine sur sa satisfaction et ses réponses comportementales. A contrario, une diffusion de musique produit globalement des effets négatifs
While the bank sector will be the center of huge changes, during next years, due to a restructuration of its model. It seems relevant to understand whether the sensory marketing can create added value for the customer and companies in this context A scent and/or a music diffusion must nevertheless be the object of recommandations. Indeed, will a scent or/a music with high level of congruency with brand image have differents effects(and stronger or lower) than a scent (or a music) with a low level of congruency on the satisfaction and behavioral responses of consumer ? This doctoral research aims to investigate this issue. Two diffents stages have been realised. First of all, a qualitative study allowed to show brand's identity markers allowing the creation of two types of scents (high congruency vs.low congruency) and two types of musics (high congruency vs. low congruency). The second stage, quantitative, has been realised in situ. Results showed that diffusion of a perfume with low congruency with the brand image leads to more favorable responses of physical elements and in fine on the satisfaction and on the behavioral responses. Conversely,a music's diffusion overall leads to negatives effects

Syfte Studien syftar till att undersöka hur IKEA praktiskt använder sinnesstimuli för att påverka konsumenternas köpbeteenden och redogöra vilka utmaningar företag kan stå inför vid applicering av sinnesmarknadsföring. Metod Uppsatsen har en kvalitativ forskningsstrategi och ett induktivt angreppssätt. Undersökningen utfördes med hjälp av två intervjuer med författare inom ämnet och två observationer på IKEA under olika tillfällen. Urvalet valdes utifrån ett strategiskt urval. Slutsatser Efter genomförd studie kan vi konstatera att det föreligger ett omedvetet arbete med sinnesmarknadsföring. IKEA anammar samtliga sinnen i sin servicemiljö, vissa i mindre omfattning än andra, där synsinnet är mest dominerande. Utmaningarna som företag står inför vid applicering av sinnesuttryck är framförallt brist på kunskap.
Purpose The purpose of this study is to examine how IKEA practically uses emotional stimulus to influence consumers purchasing behavior and to explain the challenges that companies face when applying sensory marketing. Method This is a qualitative study with an inductive approach. The survey was conducted through two interviews with authors highly involved in the matter and by observations in IKEA during two separate occasions. They are based on a strategic selection. Conclusions After completed study we found that there is an unconscious work with sensory marketing. IKEA embraces all the senses in its servicescape, some less than others, where sight is the most dominant. The challenges companies encounter with application of sensory expression is mainly due to lack of knowledge.

Although most strepsirrhines do not exhibit apparent physical signs of sexually selected traits, researchers have suggested that olfactory communication is sexually selected. The goal of this thesis is to (1) review sexual selection theory with an emphasis on sensory communication, and (2) test whether olfactory communication is sexually selected in strepsirrhines. I examined the relationships between primate mating systems and several measures of olfactory communication in 22 species: scent marking rates, the number of scent marking methods, and the volume of the main and accessory olfactory bulbs. I also evaluated qualitative data on olfactory communication in three lemur species to determine whether they meet the criteria of a sexually selected trait. Polygynandrous and monogamous species did not significantly differ from each other in scent marking rates, scent glands, or volume of the main and accessory olfactory bulbs. Three species of strepsirrhine met all criteria of having sexually selected olfactory traits, suggesting that polygynandrous lemurs are subject to sexual selection on several levels of olfactory communication.
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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.

The semiaquatic mammals - amongst them the beaver Castor fiber - are inhabitants of the land-water-ecotone, which is characterized by length and low depth.Due to specific adaptations to their habitats, semiaquatic mammals are highly dependent on the specific structures and resources of the ecotone riverbank. Anthropogenic influences on the ecotone riverbank often cause destruction of the resources that leads to a decrease of structural diversity.Being a primary consumer, the beaver mainly uses the water as a medium for locomotion and escape. The equipment of the riverbank, mainly the bankside vegetation, is of great importance concerning foraging. The presence and the quantity of certain biofacts like feeding or cutting places and scent mounds give a hint on the value of different structures and resources of the bankside with regard to certain modes of behaviour. They also give information on different qualities of the used and unused parts of the bankside.Biofacts of beaver-activity were recorded along 20 km of riverbank during a five-year-period. The results of the statistical analysis show that beavers - concerning species-specific mode of behaviour - prefer certain riverbank structures. Biofacts and near-natural structures such as steep bank, riparian forest and willows correlate significantly positive whereas biofacts and anthropogenic structures as slope, farmland or absence of woody plants show significantly negative correlation. There is a strong connection between the number of biofacts - that is use of the riverbank or slope - and structural diversity. Based on these results, an eco-ethological model has been developed which makes it possible to predict behaviour in dependence on the specific structures and resources of the banks and slopes of anthropogenic influenced streams.

Major Urinary Proteins (MUP) are pheromonal transmitters involved in chemical communication in rodents. Complexes of MUPs and ligands mediate information about genetical background of an individual and co-create individual scent profile. They play a significant role in kinship determination, the crucial factor in the choice of a mating partner. It is assumed that the MUP production is energetically demanding due to the pressure of sexual selection, and the transmitted signal is thus supposed to be honest. This theory hasn't yet been experimentally tested, neither was proven the effect of another intense selection pressure- a parasitic infection. In my thesis, I describe the effect of an infection of a parasite Toxoplasma gondii on MUP production. The results suggest that the production is altered in both sexes, the production decreasing in males to the level of male castrates (or the female level). Considering the results of more detailed analysis of the infection we assume that the energetical demands of the MUP production doesn't allow the production of ordinary amounts if MUPs during the first phase of the infection as the energy is primarily devoted to the infection control. The increased production in latter phase can be attributed to the importance of scent communication. Decreased levels of...

Managers of retail stores, restaurants, and hotels take great care in creating physical environments that are conducive to their business goals. However, little empirical research has been conducted regarding the extent to which manipulations of the environment affect consumer behavior. This study examined the effect of one aspect of the ambient environment on consumers, namely ambient scent. Scent is a component of the environment, and a growing body of olfaction research indicates that it may effect human mood and behavior. To explore the effects of pleasant ambient scent, a laboratory experiment was conducted. The experiment measured the responses of 308 female undergraduate students to a series of multiple item scales completed under one of three scent conditions, coconut, muguet, and a no scent control condition. In addition to the scale items, the data collection instrument also included an open ended thought listing task. Observational analysis also was conducted, as was a series of follow-up interviews. The data were examined both quantitatively and qualitatively. The findings from the study are best described as equivocal. Contrary to the expectations, pleasant ambient scent was not found to have a positive effect on product evaluation. However, pleasant ambient scent did appear to have a slight positive effect on the evaluation of the room in which the study was held. Ambient scent also appeared to have a slight relaxation effect on the respondents. This effect was evidenced by respondents' lower levels of thought listing and lower likelihood of intensive product evaluations in the scent conditions. The results also suggest a slight interaction effect. The evaluation of products that respondents perceived to be high in personal relevance appeared to be less affected by the relaxation effect. The results imply that ambient scent does affect consumer behavior, but this effect is very slight.

This study focuses on two main themes, Scent Marketing and Consumer Behavior. The main objective is to evaluate whether the implementation of a pleasant odor has an impact on consumer behavior at the point of sale. This research collected answers for the question presented, through the elaboration of a questionnaire to evaluate if the introduction of a pleasant scent impacted, in a positive way, the intention to revisit the store, the overall store image, the perceived environmental quality of the store, the overall evaluation of the products and the satisfaction with the employees. The study started on June 5th and ended on July 8th of 2019. The first two weeks the experience took place at the Worten Mobile at Amadora and the last two weeks were in the Worten Megastore at Amadora. To have more stable results, the stimulus was programmed to be switched on one day and switched off the consecutive day. The data analysis allowed to conclude that the introduction of a scent considered pleasant, in a store environment influences positively the store sales, the overall store image, the perceived environmental quality of the store, the overall evaluation of the products and the satisfaction with the staff. With the analysis it was also possible to conclude that the scent decreases the perception of time.
Este estudo centra-se em dois temas principais, o Marketing Aromático e o Comportamento do Consumidor. O objetivo principal foi avaliar se a implementação de um aroma considerado agradável tem impacto no comportamento do consumidor no ponto de venda. Esta pesquisa reuniu respostas para a questão por meio da elaboração de um questionário para avaliar se a introdução de um aroma agradável impactou, de forma positiva, a intenção de revisitar a loja, a imagem geral da loja, a qualidade percecionada do ambiente da loja, a avaliação global dos produtos e a satisfação com os funcionários. O estudo começou no dia 5 de junho e terminou no dia 4 de julho de 2019. As duas primeiras semanas foram na Worten Mobile na Amadora e as duas últimas semanas foram na Worten Mega na Amadora. Para obter resultados mais estáveis, o estímulo foi programado para estar presente num dia e não estar no dia consecutivo. Depois do estudo experimental as análises provaram que a introdução de um aroma considerado agradável, influencia positivamente as vendas, a imagem geral da loja, a qualidade percecionada do ambiente de loja, a avaliação geral dos produtos e a satisfação com os empregados da loja. Também foi possível concluir que o aroma diminui a perceção do tempo.

碩士
國立臺灣大學
國際企業學研究所
93
This study is to delve into the evolutions of advertising agency in the past decade, with focus on its role in the global marketing scene. There was a time when advertising agencies served as an important partner in the global marketing for advertisers who were eager to go global. However, as advertisers placed more efforts on ROI, media independents came to rescue with a great deal of saving on media investment, it seems that creative agencies are no longer taking the lead in advertisers’ marcom planning. This study seeks to explore the current status of advertising agency, and in the meantime to probe the possible directions where they might be heading in the future.

O presente estudo teve como principais objectivos avaliar se a introdução de um aroma ambiente, percebido como agradável, exerce uma influência positiva nas vendas de uma loja e no tempo de permanência dos clientes nessa mesma loja. Para tal, foi realizado um estudo causal de experimentação com base no desenho experimental verdadeiro pré-teste/pós-teste com grupo de controlo. Em adição ao estudo experimental foi realizado um estudo por questionário de forma a avaliar se a introdução de um aroma no ponto de venda influenciava positivamente a intenção do cliente de regressar à loja, a imagem geral da loja, a qualidade ambiental percepcionada da loja, a avaliação geral dos produtos, e, a satisfação das compras realizadas. O estudo decorreu entre os dias 27 de Setembro e 24 de Outubro, de 2011. A introdução do aroma nas lojas do grupo experimental (Spacio Shopping e LoureShopping) ocorreu nas semanas 3 e 4 do estudo, ou seja, de 11 a 24 de Outubro. As lojas do grupo de controlo (CC E. Leclerc no Montijo e CC Continente Loures) não foram sujeitas ao tratamento de forma a serem utilizadas como modelo padrão de comparação, permitindo a análise do efeito da variável independente no grupo experimental. A análise dos dados permitiu concluir, como resultados centrais do estudo, que a introdução de um aroma num ambiente de loja exerce uma influência positiva tanto nas vendas, como no tempo médio de permanência dos clientes na loja.
The study main objectives were to verify whether the introduction of a scent, perceived as pleasant, in the store environment positively influences the store sales and the time spent in store by consumers. Consequently, a causal experimentation study was conducted based on the true experimental design pre-test/post-test with control group. In addition to the experimental study, a questionnaire study was conducted to assess whether the introduction of a scent in the point of sale positively influences the client's intention to return to the store, the overall image of the store, perceived environmental quality of the store, general evaluation of products, and the satisfaction of purchases. The study took place between September the 27th and October the 24th, of 2011. The introduction of the scent in the stores of the experimental group (Spacio Shopping and LoureShopping) occurred in weeks 3 and 4 of the study, ie, 11-24 of October. The shops of the control group (SC E. Leclerc in Montijo and SC Continente Loures) were not subject to the treatment in order to be used as standard model of comparison, allowing the analysis of the effects of the independent variable in the experimental group. The data analysis allowed to conclude, as key outcomes of the study, that the introduction of a scent in a store environment exerts a positive influence both in the store sales, and on the average time spent in store by customers.

The aim of this thesis is to present the image of homosexuality in Korean media, especially during of years 2000-2015. First of all, it aims to introduce the general mood and prejudice against sexuality caused by the Korean conservative society. This paper will introduce the roots of this hostility and explain the reasons that formed this general view of the sexual minorities in South Korea. Also, another main focal point of this paper is to offer insight into South Korean media culture, where male homosexuality is becoming a popular theme: this so-called genre is favourited by women that are growing to be the main consumers of homoerotic materials. This subculture and its roots is going to be introduced through Japanese manga. Subsequently, Korean manhwa will follow and it will be explained how those comics and music industry inspired young girls and women to create their own stories - otherwise known as fan fiction. All of the mentioned materials are very popular to this day. Their popularity can be seen in male homosexualitity oriented movies and dramas, especially after year 2006 when The King and The Clown made its premiere. Nevertheless, there's a difference of how movies are filmed and presented to the public depending on being mainstream or independent movies. Keywords: Homosexuality,...

Dissertação de mestrado em Marketing e Gestão Estratégica
Atualmente, com a quantidade de mensagens publicitárias enviadas para os consumidores, captar a atenção destes constitui-se como um desafio complexo. O consumidor do século XXI assume-se como um adepto de novas experiências e caracteriza-se pela exigência e nível de informação. Neste contexto, o marketing sensorial é considerado como a terceira vaga de marketing do século XXI, uma vez que tira proveito das sensações percebidas pelos cinco sentidos, convertendo-as em diferenciais competitivos. Este tipo de marketing promove a diferenciação, a notoriedade, a lealdade e a compra. Todavia, dentro da problemática do marketing sensorial, o sentido do olfato tem sido pouco investigado, pese embora ser considerado o mais enigmático. Por conseguinte, o presente estudo propõe-se a investigar se a presença de um aroma ambiente (Marine Fresh) numa atmosfera de loja, contribui para uma melhoria do estado emocional, das perceções dos consumidores em relação ao ambiente de loja, à qualidade da oferta, ao tempo percebido no estabelecimento comercial e aos gastos. A investigação adota uma metodologia quantitativa, sendo a amostra objeto de estudo constituída por 140 consumidores da loja Boutique da Tereza, localizada no centro comercial Minho Center, Braga. O estudo foi conduzido em dois períodos, perfazendo um total de 12 dias, sendo que os primeiros seis dias foram reservados à condição de controlo enquanto os restantes seis foram reservados à condição experimental. A primeira parte da investigação foi dirigida ao grupo de controlo e decorreu de 9 a 14 de Setembro de 2013. Já a segunda parte da investigação foi dirigida ao grupo experimental, onde foi introduzido um dispositivo de aromatização no estabelecimento comercial e decorreu de 16 a 21 de Setembro de 2013.Os resultados demonstram que a introdução de um aroma num ambiente de loja não influencia de forma positiva a perceção do consumidor em relação à atmosfera de loja e à qualidade da oferta. Não obstante, a introdução de um aroma ambiente influencia positivamente o estado emocional dos consumidores. Por fim, constatou-se ainda que a introdução do aroma não exerce influência sobre o tempo percebido no estabelecimento comercial, bem como no volume de consumo.
Nowadays, with the amount of publicity sent to consumers, it is becoming more and more complicated to capture their attention. The 21st century consumer is described as very demanding and a fan of new and freshening experiences. In this context, sensorial marketing is considered to be the third wave of marketing of the 21st century, since it takes advantage of all of our five senses, converting them into competitive differences. This kind of marketing promotes differentiation, notoriety, loyalty and possibly an eventual purchase. However, in the scope of sensory marketing, the impact of smell is not studied much in literature, despite it being considered to be the most enigmatic. As such, this study proposes to investigate if the presence of a scent released (Marine Fresh) into the atmosphere of a store contributes to an improvement of the perception and emotional mood of the consumers with regards to the store’s environment, the quality of the supply, the time spent in the store and finally the purchase itself. This investigation adopts a quantitative methodology, with a sample of 140 consumers in the store Boutique da Tereza, located in the Minho Center mall, Braga. This study has two periods, with a total of 12 days of analysis. The first six days were commited to control while the remaining days were reserved for the purpose of experimentation. The first part of the study took place from the 9th to the 14th of September 2013. The second part of the investigation, which was directed to an experimental group, where a flavouring device was introduced in the store, took place from the 16th to the 21st of September 2013. The results demonstrate that the introduction of an aroma in the environment of a store did not in fact influence the emotional state of the consumers in a positive way. Nevertheless, the introduction of a released scent in the atmosphere of a store affected positively the emotional state of the consumers. Finally, the introduction of the aroma did not influence the time that consumers spent within the store, as also analysed in the volume of purchases.

Cada vez mais áreas de investigação científica, como a psicologia e o marketing, procuram desvendar o que determina ou influencia o comportamento dos consumidores. Sendo que os humanos conhecem e interagem com o meio através dos sentidos, a manipulação do ambiente pode influenciar os que nele se encontram de maneira a afetar as suas percepções, os seus julgamentos e os seus comportamentos. O marketing sensorial, área do marketing que trabalha com os 5 sentidos, desenvolve os seus estudos a partir da manipulação dos fatores do ambiente físico, que se refletem em estímulos sensoriais, e observação dos respectivos efeitos sobre os comportamentos dos consumidores - seja por observação, inquéritos ou levantamento de dados, como as variações de vendas. Devido às inúmeras variáveis envolvidas na área sensorial, qualquer pequena alteração no ambiente pode resultar em mudanças nos comportamentos, tornando a realização de estudos em ambiente real extremamente desafiadora, graças à dificuldade em identificar e manter fixas algumas dessas variáveis, seja do meio físico ou social. Ainda que muitas investigações venham sendo desenvolvidas no campo dos sentidos, esta é uma área complexa, ainda exploratória onde há muitos estudos por efetuar. As potencialidades sensoriais do ambiente comercial vêm sendo exploradas de modo pouco científico ou até de forma irresponsável. Contudo, o desenvolvimento científico na área permite beneficiar todos os envolvidos (clientes, comerciantes e colaboradores), resultando em ambientes mais agradáveis e rentáveis. O nosso trabalho consiste numa análise sobre o comportamento do consumidor no ponto de venda quando o seu sentido olfativo é estimulado, por meio da manipulação aromática do estabelecimento. Realizámos a experiência num ambiente de retalho real, (cafetaria), onde os clientes foram expostos a dois estímulos olfativos (um consistente e outro inconsistente com o produto em foco - café). Os efeitos foram avaliados através de questionários e da análise da variação das vendas do produto. Por comparação com a condição de controle (ausência de aroma), verificou-se a existência de efeitos causados pela introdução de aromas. Deu-se o aumento de vendas de café correlacionado com o aroma a café; e houve alteração da percepção e avaliação dos clientes quanto ao ambiente da loja com qualquer dos aromas (café e citrinos).
Many scientific research areas, such as psychology and marketing, seek to unravel the factors which influence consumer behavior. Because humans know and interact with the environment via their senses, manipulation of the atmosphere can influence those in it to affect their perceptions, judgments and behaviors. Sensory marketing, a marketing area that works with the 5 senses, performs its studies by manipulating elements of the physical environment, which are reflected in sensory stimuli, and then assessing the resulting effects on consumer behavior – either by observation, surveys, or sales variations. Due to the many variables involved in the sensory area, any small change in the environment may result in behavior changes, making real-life studies extremely challenging, since identifying and keeping fixed most of these variables, either physical or social, is extremely difficult. Although many studies have been made on this subject, this is still a complex and exploratory area where much remains to be done. Sometimes, the sensory opportunities of the commercial environment are being exploited in a non-scientific or even negligent way. However, the scientific developments in the area allow all stakeholders (merchants, customers and staff) to benefit, resulting in more enjoyable and profitable environments. Our work consists of an analysis on the behavior of the consumer at the point of sale when his olfactory sense is stimulated, via the aromatic manipulation of the environment. We performed the experiment in a retail location, a coffeehouse, where the customers were exposed to two olfactory stimuli (consistent and inconsistent with the product - coffee). Effects were assessed by a survey and the variation in coffee sales. The results indicate that the effects of olfactory stimulation were evident. Coffee sales increased when coffee scent was used; and both the perception and evaluation of the customers regarding the environment of the store changed when either scent was used (coffee or citrus).