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Olfactory marketing and its sales impact
Šimáčková, Pavla ; Vranka, Marek (advisor) ; Zezulková, Markéta (referee)
The Bachelor's Thesis entitled "Olfactory marketing and its sales impact" addresses the marketing possibilities of our olfactory sense utilisation in marketing. This Thesis is divided into three parts. The first part is supposed to put the readers in the context of the field. It tries to provide the readers with sensory marketing overview since the olfactory marketing is its subcategory. This theoretical part of Thesis includes concepts relating to human sensory perception, a definition of sensory marketing and short description of sensory marketing evolution in history and also nowadays. This chapter is concluded with description of human senses marketing utilisation. The second part is dedicated to olfactory marketing itself. It includes a definiton and also describes a human scent perception and scent impact on human emotions and memory. The olfactory marketing in history and current olfactory marketing utilisation in practice is mentioned, too. An analysis of factors impacting olfactory marketing effectivity and case studies proving positive olfactory marketing impact on sales are the pivotal points of this chapter. Olfactory marketing instruments and their approximate price are also mentioned. All the knowledge coming from the theoretical part will be used in practical part of the Thesis. The...
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Association between human body odour and health status
Schwambergová, Dagmar ; Havlíček, Jan (advisor) ; Vinkler, Michal (referee)
The subject of this thesis is to evaluate a link between changes in body odor and health status in humans. The main aim was to create a theoretical overview of the available studies concerning humans, which are compared with studies conducted on mammals. Alteration of body odor due to the ongoing disease may negatively influence not only the odor attractiveness of a potential partner, but also may cause changes in behavioral response to a chemical stimulus for other members of the species. One may assume formation of perceptual adaptations exhibiting sensitivity to markers of health status in both sexes. Recognition of ill individuals may be crucial during social interactions, to prevent transmission of pathogens, but in mate choice the health status may also serve as an important indicator of resistance to infection, which can affect the viability of the offsprings. The main contribution of this thesis is to summarize the knowledge and insights into the area related to changes in body odor, depending on the health status. Keywords body odor, health, sexual selection, attractiveness, olfactory perception
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The Use of Scent in Marketing Communication
Polák, Jan ; Halada, Jan (advisor) ; Klabíková Rábová, Tereza (referee)
This bachelor thesis study sense of smell as mean to enhance marketing communication. In theoretical part of the thesis I focused on function of smell on biological level. I paid extraordinary attention to the brain and its function. I explained how the brain works and especially how the scents are being perceived. It is shown how important i tis to understand this topic well. The smell signals go directly to the deepest and oldest parts of our brain called the limbic system. This is where our emotions and memory are being processed. This tight connection between the smell, emotions and memory in some of the most important pieces of information that allows us to use the scent perception in marketing praxis. In the theoretical part of the thesis I mention also psychological effects of the smell such as the Proust phenomenon. This rather poetic term describes an unexpected feeling or long forgotten memory coming on our minds after exposure to certain smells that we have connected with our past experience. The practical part of the thesis is rather descriptive. I cited number of studies from scientific magazines which deal with effects of scents on human minds, perception and emotions, especially connected with practical use in marketing field. I added also some examples of the real companies which already use...
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The role of olfactory perception in newborns
Staňková, Jana ; Třebická Fialová, Jitka (advisor) ; Stopková, Romana (referee)
One of the most important relationships in our lives is the bond between mother and child. A considerable amount of studies have shown that olfaction plays an important role in establishing this bond. As previous research already demonstrated, mothers who spend more time with their children and form a closer relationship with them are better at recognizing their child's body odor. Similarly, newborns are relatively successful at recognizing the smell of their mother, the smell of their mother's breast and the scent of their own amniotic fluid. These scents, compared to others, are not only more preferred by newborns but also appear soothing for them. Moreover, the smell of mother's breast plays a crucial role in starting of breastfeeding. The environment in utero is rather deprived of auditory and visual stimuli and thus olfactory cues play an important role in this ontogeny phase. It has been shown that prenatal exposure to odorants through amniotic fluid affects subsequent reactions of children. The effect is conveyed through food that the mother ingests; these odors are then received more positively than the odors that children were not previously exposed to. This early acquaintance with smells and flavors typical for a specific culture might, to some extent, shape the later eating habits of...
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Life under the Goetheʼs Oak. The Concentration Camp Buchenwald in 1937-1945
Diviš, Jakub ; Randák, Jan (advisor) ; Michela, Miroslav (referee)
The theme and primary purpose of this thesis is illustration everyday life in the concentration camp Buchenwald. Buchenwald was a concentration camp where the Nazis imprisoned a lagre number of citizens of the Protectorate of Bohemia and Moravia. The thesis will primary consist of three categories. First of all it is the issue of "the space", in which will be incorporated a brief outline of the development of concentration camps in Germany before the war, the function of administrative, technical and military buildings of SS units. Another theme of the thesis points to the physical labor of prisoners, which was daily content during their stay in a concentration camp. The purpose of their work should lead to rapid death with the lowest cost of their meals. In favor of or against the prisoners decided ideological-political, and economic aspects of the later mode. The concept of work in the Nazi concentration camps in successive years significantly changed, which were causing the preparations for war and the later development of the war conflict itself. The third theme contents the social relations and cultural life of the prisoners, which refer to the human adaptability in these inhuman conditions. In an effort to describe social days coexistence in this concentration camp is put emphasis on the...
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Choice of perfumes and their interaction with body odour
Gwužďová, Markéta ; Havlíček, Jan (advisor) ; Martinec Nováková, Lenka (referee)
The traditional assumption that perfumes are used only for masking of the body odour was doubted by the results of recent researches. In spite of the fact that the biological role of human body odour is very important, it is likely that perfumes are not in conflict with the body odour but there is mutual cooperation. Individuals could choose the scent which goes with their body odour instead of hiding it. In the theoretical part of this thesis I describe a dual inheritance theory, which is a basic concept for our research. We have been concerned with the interaction between biological effects of body odour and social effects of perfumes. Moreover, we have worked on the assumption that the body odour of relatives is similar. We have tested if people are better in their choice of the appropriate perfume for their relatives than for anyone else, in this case partners. Which perfume fits into which body odour was assessed by the independent evaluators of opposite sex because one of the main objectives of chemical signalling is to attract a potential partner. Surprisingly, the results of our research have shown that in the case of couples, the samples of the body odour and perfumes chosen by female partners were slightly better evaluated than the perfumes chosen by men themselves. Moreover, there were...
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Nose in the Linguistic Picture o the World in Czech
Černá, Eliška ; Vaňková, Irena (advisor) ; Rejzek, Jiří (referee)
The thesis tries to grasp the meaning of lexeme nos "the nose" in cognitively-linguistic perspective, namely in particular through colocation and idioms, which contains the lexeme nos. The goal of this thesis is to define so-called semantic profiles of concept NOSE and to formulate cognitively cultural definition of nose consequential from its location in the Czech linguistic picture of the world. For this purpose nose first will be subjected to analysis from two different perspectives - from medical perspective, which represent the scientific view on the world, and from the perspective of a common user of the language, which represent so- called naive picture of the world. Data relating to the lexeme nos will be excerpted from Czech monolingual, synonymous, etymological and phraseological dictionaries, the semic analysis will be done and the lexeme nos will be included to systemic relationships in Czech vocabulary. Nose also will be introduced in a ligth of an additional perspectives of an alternative medicine and a pseudoscientific disciplines: the phrenology and the physiognomy. Their knowledges play some role in a formation of a naive picture of a nose. The questionnaire research is too a part of the thesis. The questionnaire research search for which association a common user of the Czech language have...
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Opportunities for Implementing Multisensory In-store Marketing, Demostrated by Apple In-store Communication
Lišková, Iva ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor's thesis entitled "Opportunities for Implementing Multisensory In-store Marketing, Demonstrated by Apple In-store Communication" addresses the marketing possibilities for including all of our senses in a retail store experience. It illustrates those marketing possibilities with current examples of Apple in-store communication. The first theoretical part defines in-store marketing communication, its terminology, provides information about multi sensory marketing and subsequently analyzes each of our senses with the potential for their in-store implementation. In the second part of the theses, theoretical knowledge is used from the first part to describe in-store marketing communication at branded Apple stores, as well as at premium resellers that are found in the Czech Republic, such as iStyle, iSetos, and iWorld. Information about branded Apple stores is gained from literature and on-line sources. Information about premium resellers comes from my own observation and interviews with their employees. The main focus is on the description of the current situation, comparisons and finding new opportunities to implement our senses at in-store marketing communication at Apple stores and their premium resellers.
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Testing of sensory abilities of assessors: studying of smell and vision sensitivity
Hýsková, Eva ; Janoušková, Eva (referee) ; Vítová, Eva (advisor)
This diploma thesis was focused on visual and olfactory senses and their role in the sensory evaluation. The requirements for assessors working in sensory analysis, for testing place and requirements of the Czech Institute for Accreditation for the accreditation of laboratories working in the field of sensory testing are summarized here. An overview of methods and legislation in the field of sensory analysis is also presented. Methods for studying of smell and vision sensitivity of assessors were selected in the experimental part of this thesis. The methods were verified in the sensory laboratory, validated and standard operating procedures have been developed to the individual methods.
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