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Abstract(s)
O marketing sensorial surgiu como uma resposta ao marketing tradicional para responder às
necessidades do mercado relativamente ao comportamento do consumidor. Entre os cinco
sentidos, o olfato está entre os menos explorados. No entanto, existem vários estudos que
demonstram a sua influência.
Nesta dissertação, apresentamos uma investigação que estuda a influência do aroma a citrinos
sobre os sentimentos expressos após a visualização de curtos excertos audiovisuais indutores
de emoções. Par tal, estabelecemos duas condições experimentais onde se manipulou o cheiro
ambiente. Os sentimentos expressos e a intensidade sentida dos participantes foram recolhidos
através de questionários. Para responderem às questões, os participantes podiam usar os
computadores, telemóveis e tablets, tendo sido previamente equipados com auscultadores de
ouvido. No total, 77 estudantes participaram de forma voluntaria e sem qualquer benefício em
troca. Explorando os resultados obtidos em cada uma das condições, podemos ressaltar uma
intensidade mais forte de sentimentos nos participantes que estiveram expostos ao estímulo do
aroma a limão. Também identificamos outro efeito interessante relativamente aos fumadores.
O presente estudo expõe assim o poder de influência de um aroma específico (o cheiro a
limão) sobre a sensibilidade emocional expressa pelos indivíduos. A principal limitação desta
investigação reside na pequena amostra estudada e no seu carácter experimental limitando
assim a validade ecológica do estudo. Porém, estes resultados quando interligados com os de
outros trabalhos, demonstram e suportam a influência do aroma cítrico sobre as atitudes e o
comportamento do consumidor que merecem ser tidos em consideração para futuras
investigações e no desenvolvimento de estratégias comerciais como a dinamização sensorial
dos espaços de venda ao público.
ABSTRACT: Sensory marketing has emerged as a response to traditional marketing to respond to market needs regarding consumer behavior. Between our senses, the smell is among the least explored. However, there are several studies exposing its influence. In this dissertation, we present an investigation that studies the influence of citrus aroma on the expressed feelings after the visualization of short audiovisual extracts inducing emotions. We established two experimental conditions where the ambient smell was manipulated. The expressed feelings and intensity of the participants were collected through questionnaires. To answer the questions, participants were able to use computers, mobile phones or tablets, having previously been fitted with earphones. In total, 77 students participated voluntarily and without any benefit in return. Exploring the results obtained in each of the conditions, we can emphasize a stronger intensity of feelings in the participants who were exposed to the stimulus of the lemon aroma. We also identified another interesting effect in relation to smokers. The present study exposes the power of influence of a specific aroma (lemon smell) on the emotional sensitivity expressed by individuals. The main limitation of this investigation is the small sample studied and its experimental nature, thus limiting the ecological validity of the study. However, these results when linked with other studys, demonstrate and support the influence of citrus scent on the attitudes and consumer behavior that deserve to be considered for future research and development of marketing strategies such as sensory stimulation of spaces sale to the public.
ABSTRACT: Sensory marketing has emerged as a response to traditional marketing to respond to market needs regarding consumer behavior. Between our senses, the smell is among the least explored. However, there are several studies exposing its influence. In this dissertation, we present an investigation that studies the influence of citrus aroma on the expressed feelings after the visualization of short audiovisual extracts inducing emotions. We established two experimental conditions where the ambient smell was manipulated. The expressed feelings and intensity of the participants were collected through questionnaires. To answer the questions, participants were able to use computers, mobile phones or tablets, having previously been fitted with earphones. In total, 77 students participated voluntarily and without any benefit in return. Exploring the results obtained in each of the conditions, we can emphasize a stronger intensity of feelings in the participants who were exposed to the stimulus of the lemon aroma. We also identified another interesting effect in relation to smokers. The present study exposes the power of influence of a specific aroma (lemon smell) on the emotional sensitivity expressed by individuals. The main limitation of this investigation is the small sample studied and its experimental nature, thus limiting the ecological validity of the study. However, these results when linked with other studys, demonstrate and support the influence of citrus scent on the attitudes and consumer behavior that deserve to be considered for future research and development of marketing strategies such as sensory stimulation of spaces sale to the public.
Description
Keywords
Emoções Sentimentos Marketing Sensorial Marketing Olfativo Cheiro Aroma