Christmas is in the Air - En kvantitativ studie om hur doft och ljud påverkar människors perception och attitydskapande.

Sammanfattning: Title: Christmas is in the Air: A quantitative study on how sound and smell influence perception and the creation of attitudes Seminar date: 2015-01-15 Course: FEKH29, Degree Project Undergraduate level, Business Administration, Undergraduate level, 15 ECTS Authors: Per-Erik Persson, Tijana Stojanovic Advisor: Clara Gustafsson Key words: Sensory Marketing, attitude, visit intention, scent, sound Purpose: The purpose of this thesis is to examine whether the presence of congruent stimuli will result in better attitudes towards products and stores, as well as a higher intention to visit the store, than the use of non-congruent stimuli. Methodology: This thesis applies a quantitative research method and a deductive approach. An experiment containing four groups has been carried out. Based on the theory present, hypotheses have been formulated and either accepted or discarded. Theoretical perspectives: Through the use of scientific articles and books, theories have been studied, that cover sensory marketing and attitudes, as well as “the Perceptual Process” and the “Stimuli-Organism-Response”-model (S-O-R-model). Empirical foundation: The empirical foundation is based on 137 survey responses from students at Lund University. Conclusions: Despite the fact that the results attained were not statistically significant, this thesis concludes that the use of congruent stimuli will most likely result in more positive consumer attitudes than the use of non-congruent stimuli. The contribution to previous research will be that the study has been performed in Sweden.