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Sensory marketing and the cross modal correspondences: The effect of product colour on the perception of product odour

Autor práce: Starostová, Adriana
Typ práce: Disertační práce
Vedoucí práce: Stříteský, Václav
Osoba oponující práci: Lukeš, Martin; Přibová, Marie

Informace o vysokoškolské kvalifikační práci

Název práce: Sensory marketing and the cross modal correspondences: The effect of product colour on the perception of product odour
Typ práce: Doctoral thesis
Jazyk práce: English
Abstrakt: The purpose of this dissertation is to investigate the role of colour on the perception of odour by measuring the a) preference and b) intensity of 16 possible combinations of 4 coloured bottles and 4 odours as rated by 297 participants (130 males and 167 females). The two way ANOVA for preference revealed that the role of both – colour and odour is significant for Czech participants, but the significance increases with the cultural homogeneity as for Slavic nationals, the colour and odour did not play a significant role in their preference ratings. In contrary to previous research, the effect of colour and odour on intensity ratings was not significant. Linear regression analysis then showed that gender is also a significant factor and males are generally more prone to give higher preference scores by 5.58 % than females to colour and odour interactions. On the other hand, a choice of preferred colour did not affect the preference scores. In addition, several types of congruencies between colour and odour were proposed. It is argued that one of these types (perceptual, semantic, mixed) reflect the decision making about preference levels more precisely. As a result, it has been demonstrated that intuitive congruent pairings of colours and odours (such as lemon and yellow) do not increase the preference ratings among consumers. Instead, the mixed semantical perceptual congruency corresponds significantly to the collected data. This approach could simplify product testing methods where the colour and odour are deemed to be selected variables.
Klíčová slova: Sensory marketing; Cross-modal correspondences; Odour; Colour; Multi-sensory processing; preference

Informace o studiu

Studijní program a Studijní obor: Ekonomika a management/Podniková ekonomika a management
Typ studijního programu: Doktorský studijní program
Jméno přidělované hodnosti: Ph.D.
Instituce přidělující hodnost: University of Economics, Prague
Název fakulty: Faculty of Business Administration
Název katedry: Department of Marketing
Instituce archivující a zpřístupňující VŠKP: University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce: 4. 11. 2015
Datum podání práce: 7. 2. 2019
Datum obhajoby: 09.05.2019
Výsledek obhajoby: Závěrečná práce byla úspěšně obhájena

Soubory ke stažení

Hlavní práce55118_xstaa22.pdf [3,74 MB]
Oponentura60509_prim00.pdf [370,48 kB]
Oponentura60572_lukesm.pdf [218,00 kB]

Údaje ze systému InSIS

Identifikátor https://insis.vse.cz/zp/55118/podrobnosti