Olfactory associations around space perception and the service received by members of a fund of employees in Manizales

This paper shows the results obtained in a research on sensory marketing and its influence on the shopping experience, which seeks to contribute knowledge to the sensory marketing field and its importance in making memorable experiences for the public. In this way it is intended to understand if a p...

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Fecha de publicación:: 2019

Institución:: Universidad de Medellín

Repositorio:: Repositorio UDEM

Idioma:: spa
eng

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dc.title.eng.fl_str_mv	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
dc.title.por.fl_str_mv	Associações olfativas em torno à percepção do espaço e do serviço recebido pelos associados a um fundo de apoio aos funcionários em Manizales
dc.title.spa.fl_str_mv	Asociaciones olfativas en torno a la percepción del espacio y el servicio recibido por los asociados a un fondo de empleados en Manizales
title	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
spellingShingle	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales Marketing Experiential Sensory Olfactory Scents Service Persuasion Advertising Link Marketing Experiencial Sensorial Olfativo Aromas Serviço Persuasão Publicidade Associações Marketing Experiencial Sensorial Olfativo Aromas Servicio Persuasión Publicidad Asociaciones
title_short	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
title_full	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
title_fullStr	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
title_full_unstemmed	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
title_sort	Olfactory associations around space perception and the service received by members of a fund of employees in Manizales
dc.contributor.affiliation.none.fl_str_mv	Gallego López, Felipe Antonio; Universidad Católica de Manizales Mejía Gallo, Salomón; Universidad Catolica
dc.subject.eng.fl_str_mv	Marketing Experiential Sensory Olfactory Scents Service Persuasion Advertising Link
topic	Marketing Experiential Sensory Olfactory Scents Service Persuasion Advertising Link Marketing Experiencial Sensorial Olfativo Aromas Serviço Persuasão Publicidade Associações Marketing Experiencial Sensorial Olfativo Aromas Servicio Persuasión Publicidad Asociaciones
dc.subject.por.fl_str_mv	Marketing Experiencial Sensorial Olfativo Aromas Serviço Persuasão Publicidade Associações
dc.subject.spa.fl_str_mv	Marketing Experiencial Sensorial Olfativo Aromas Servicio Persuasión Publicidad Asociaciones
description	This paper shows the results obtained in a research on sensory marketing and its influence on the shopping experience, which seeks to contribute knowledge to the sensory marketing field and its importance in making memorable experiences for the public. In this way it is intended to understand if a particular scent can be related to the experience of the service received in the facilities of fund of employees in Manizales through a quantitative-descriptive research with a quasi-experimental correlational scope. In the first week, 301 people who entered the facilities of the fund of employees without any scent scheme were interviewed. In the second week, an intervention was made: 301 surveys were collected from people who entered the same facilities, but this time with a scent scheme, and who rated the same variables. Surveys were systematized in a Microsoft Excel 2013® spreadsheet, and the statistical analysis was carried out with the IBM SPSS v. 2.1. software. Internal consistency was verified with Cronbach’s alpha of 0.856. Also, the population was characterized, and ordinal associations were established by the Gamma coefficient of Goodman and Kruskal. In addition, the possible associations were verified with a Chi-square test. One of the most important results of the study showed that smell stimulation can be linked in a positive way in the perception of the attention variables regarding service and cleaning.
publishDate	2019
dc.date.accessioned.none.fl_str_mv	2019-10-04T18:45:25Z
dc.date.available.none.fl_str_mv	2019-10-04T18:45:25Z
dc.date.none.fl_str_mv	2019-06-14
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dc.relation.ispartof.none.fl_str_mv	Anagramas Rumbos y Sentidos de la Comunicación
dc.relation.ispartofseries.none.fl_str_mv	Anagramas Rumbos y Sentidos de la Comunicación, Universidad de Medellín; Vol. 17, Núm. 34 (2019)
dc.relation.citationvolume.none.fl_str_mv	17
dc.relation.citationissue.none.fl_str_mv	34
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dc.relation.references.none.fl_str_mv	Álava, L., Guerrero, M. y Peña, B. (2009). Aplicación del marketing olfativo en las cadenas de supermercados de Guayaquil (Tesis de pregrado). Escuela Superior Politécnica del Litoral, Guayaquil, Ecuador. Alcántara, E., Artacho, M., Zamora, T. y Martínez, N. (2014). Exploratory Study of the Influence of the Sensory Channel in Perception of Environments. Journal of Sensory Studies, 29(4), 258-271. doi:10.1111/joss.12099 Alfaro, E. (2012). El ABC del shopping experience. Cómo generar experiencias para vender más. Madrid: Wolters Kluwer. Bouzas, D. G., Barrie, C. A., & Serra, T. (2011). Marketing olfatorio: el olor de los deseos. Harvard Deusto Marketing y Ventas, (103), 34-39. Bonadeo, M. (2005). Odotipo: historia natural del olfato y su función en la identidad de marca (Tesis doctoral). Universidad Austral, Buenos Aires, Argentina. Canniford, R., Riach, K. y Hill, T. (2017). Nosenography: How smell constitutes meaning, identity and temporal experience in spatial assemblages. Sage Journals, 18(2), 234-248. doi: 10.1177/1470593117732462 Chebat, C. y Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539. doi:10.1016/S01482963(01)00247-8 Derval, D. (2010). The Right Sensory Mix. Berlín: Springer-Verlag. Fiore, A., Yah, X. y Yoh, E. (2000). Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences. Psychology y Marketing, 17(1), 27-54. doi.org/10.1002/(SICI)1520-6793(200001)17:1<27 Goldkuhl, L. y Styvén, M. (2007). Sensing the scent of service success. European Journal of Marketing, 41(11-12), 1297-1305. doi:10.1108/ 03090560710821189 Haase, J., Wiedmann, K. y Bettels, J. (2018). Sensory imagery in advertising: How the senses affect perceived product design and consumer attitude. Journal of Marketing Communications, 15(1), 2-3. doi:10.1080/13527266.2018.1518257 Hirsch, A. (1995). Effects of ambient odors on slot-machine usage in a Las Vegas Casino. Psychology and Marketing, 12, 585-594. doi: 10.1002/ mar.4220120703 Hulten, B. (2015). Marketing sensorial: el concepto de experiencia de marca multisensorial. European Business Review, 23(3), 256-273. doi.org/10.1108/09555341111130245 Ianinni, M. (2010). Marketing Olfativo un valor diferencial. MK: Marketing + ventas, 253(2010), 58-64. Kivioja, K. (2017). Impact of point-of-purchase olfactory cues on purchase behavior. Journal of Consumer Marketing, 34(2), 119-131. doi:10.1108/JCM-08-2015-1506 Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22, 33-351. doi: 10.1016/j.jcps.2011.08.003 Krishna A., Cian, L. y Aydınoğlu, N. (2017). Sensory Aspects of Package Design. Journal of Retailing, 93(1), 43-54. doi.org/10.1016/j.jretai.2016.12.002 Labenz, F., Wiedmann, K. P., Bettels, J., & Haase, J. (2018). Sensory Stimuli in Print Advertisement Analyzing the Effects on Selected Performance Indicators. Journal of International Business Research and Marketing, 3(2), 7-15. Lehrner, J., Marwinski, G., Lehr, S., Johren, P. y Deecke, L. (2005). Ambient odors of orange and lavender reduce anxiety and improve mood in a dental office. Physiology and Behavior, 86(1-2), 92-95. doi: 10.1016/j.physbeh.2005.06.031 Lindstrom, M. (2009). Compradicción. Verdades y mentiras de por qué las personas compran. Bogotá: Norma, 248p. Liljenquist, K., Zhong, C. y Galinsky, A. (2010). The smell of virtue. Clean scents promote reciprocity and charity. Psychological Science, 21, 381-383. doi:10.1177/0956797610361426 Manzano, R., Gavilán, D. Avello, M., Abril, C. y Serra, T. (2011). Marketing sensorial: comunicar con los sentidos en el punto de venta. Madrid: Prentice Hall. Palomares, R. (2013). Marketing en el punto de venta: comunicación y promoción. Madrid: ESIC. Piqueras-Fiszman, B. y Spence C. (2012). The Influence of the Feel of Product Packaging on the Perception of the Oral-somatosensory Texture of Food. Journal of Food Quality and Preference, 26(1), 67–73. doi:10.1016/j.foodqual.2012.04.002 Rimkute, J., Moraes, C. y Ferreira, C. (2016). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34. doi:10.1111/ijcs.12206 Rupini, R.V. y Nandagopal, R. (2015). A Study on the Influence of Senses and the Effectiveness of Sensory Branding. Journal of Psychiatry, 18(2) 236. doi:10.4172/Psychiatry.1000236 Sánchez, J. y Pintado, T. (2012). Nuevas tendencias en comunicación. Madrid: ESIC. Schifferstein, H. y Blok, S. (2002). The signal function of thematically (in) congruent ambient scents in a retail environment. Chemical Senses, 27(6), 539-549. Doi:10.1093/chemse/27.6.539 Schmitt, B. (2007) Experiential Marketing. Barcelona: Deusto. Spence, C., Puccinelli N., Grewal D. y Roggeveen, A. (2014). Store Atmospherics: A Multisensory Perspective. Journal of Psychology and Marketing, 31(7), 472-488. doi: 10.1002/mar.20709
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spelling	2019-06-142019-10-04T18:45:25Z2019-10-04T18:45:25Z1692-2522http://hdl.handle.net/11407/5426https://doi.org/10.22395/angr.v17n34a132248-4086reponame:Repositorio Institucional Universidad de Medellíninstname:Universidad de MedellínThis paper shows the results obtained in a research on sensory marketing and its influence on the shopping experience, which seeks to contribute knowledge to the sensory marketing field and its importance in making memorable experiences for the public. In this way it is intended to understand if a particular scent can be related to the experience of the service received in the facilities of fund of employees in Manizales through a quantitative-descriptive research with a quasi-experimental correlational scope. In the first week, 301 people who entered the facilities of the fund of employees without any scent scheme were interviewed. In the second week, an intervention was made: 301 surveys were collected from people who entered the same facilities, but this time with a scent scheme, and who rated the same variables. Surveys were systematized in a Microsoft Excel 2013® spreadsheet, and the statistical analysis was carried out with the IBM SPSS v. 2.1. software. Internal consistency was verified with Cronbach’s alpha of 0.856. Also, the population was characterized, and ordinal associations were established by the Gamma coefficient of Goodman and Kruskal. In addition, the possible associations were verified with a Chi-square test. One of the most important results of the study showed that smell stimulation can be linked in a positive way in the perception of the attention variables regarding service and cleaning.O presente artigo mostra os resultados obtidos na pesquisa sobre marketing sensorial e sua influência na experiência de compra, que busca oferecer conhecimento ao campo do marketing sensorial e sua importância na construção de experiências memoráveis para os públicos. Dessa forma, visa-se compreender se um aroma pode estar relacionado com a experiência do serviço recebido nas instalações de um fundo de empregados de Manizales por meio de uma pesquisa quantitativa-descritiva de alcance correlacional quasi-experimental. Na primeira semana, indagou-se a percepção de 301 pessoas que ingressaram nas instalações de um fundo de apoio a funcionários sem intervenção de qualquer esquema de aroma. Na segunda semana, fez-se uma intervenção e entrevistou-se 301 pessoas que ingressaram e que qualificaram as mesmas variáveis no espaço já aromatizado. Os questionários foram sistematizados em uma matriz em Microsoft Excel 2013® para, posteriormente, realizar a análise estatística com o IBM SPSS v. 21. Verificou-se a consistência interna com alfa de Cronbach de 0,856, caracterizou-se a população e estabeleceram-se associações ordinais por meio do coeficiente Gama de Goodman e Kruskal, adicionalmente as possíveis associações foram comprovadas com o teste Qui-quadrado. Um dos resultados mais importantes do estudo demonstrou que o estímulo do sentido do olfato pode ser associado de maneira positiva na percepção das variáveis de atendimento no serviço e na limpeza.El presente artículo muestra los resultados obtenidos en la investigación sobre marketing sensorial y su influencia en la experiencia de compra, el cual busca aportar conocimiento al campo del marketing sensorial y su importancia en la construcción de experiencias memorables para los públicos. De esta forma se quiere comprender si un aroma puede relacionarse con la experiencia del servicio recibido en las instalaciones de un fondo de empleados de Manizales por medio de una investigación cuantitativa-descriptiva de alcance correlacional cuasiexperimental. En la primer semana se indagó en la percepción a 301 personas que ingresaron a las instalaciones del fondo de empleados sin intervención de algún esquema de aroma. Para la segunda semana se hizo una intervención, se recolectaron 301 encuestas a las personas que ingresaron y que calificaron las mismas variables en el espacio ya aromatizado. Se sistematizaron los cuestionarios en una matriz en Microsoft Excel 2013® para, posteriormente, realizar el análisis estadístico con el IBM SPSS v. 21. Se verificó la consistencia interna con alfa de Cronbach de 0,856, se caracterizó la población y se establecieron asociaciones ordinales mediante el coeficiente Gamma de Goodman y Kruskal, adicionalmente se comprobaron con la prueba Chi-cuadrado las posibles asociaciones. Uno de los resultados más importantes del estudio demostró que la estimulación del sentido del olfato puede asociarse de manera positiva en la percepción de las variables de atención en el servicio y limpieza.https://revistas.udem.edu.co/index.php/anagramas/article/view/2483application/pdfPDFp. 255-269ElectrónicospaengUniversidad de MedellínFacultad de Comunicaciónhttps://revistas.udem.edu.co/index.php/anagramas/article/view/2483Anagramas Rumbos y Sentidos de la ComunicaciónAnagramas Rumbos y Sentidos de la Comunicación, Universidad de Medellín; Vol. 17, Núm. 34 (2019)1734255269Álava, L., Guerrero, M. y Peña, B. (2009). Aplicación del marketing olfativo en las cadenas de supermercados de Guayaquil (Tesis de pregrado). Escuela Superior Politécnica del Litoral, Guayaquil, Ecuador.Alcántara, E., Artacho, M., Zamora, T. y Martínez, N. (2014). Exploratory Study of the Influence of the Sensory Channel in Perception of Environments. Journal of Sensory Studies, 29(4), 258-271. doi:10.1111/joss.12099Alfaro, E. (2012). El ABC del shopping experience. Cómo generar experiencias para vender más. Madrid: Wolters Kluwer.Bouzas, D. G., Barrie, C. A., & Serra, T. (2011). Marketing olfatorio: el olor de los deseos. Harvard Deusto Marketing y Ventas, (103), 34-39.Bonadeo, M. (2005). Odotipo: historia natural del olfato y su función en la identidad de marca (Tesis doctoral). Universidad Austral, Buenos Aires, Argentina.Canniford, R., Riach, K. y Hill, T. (2017). Nosenography: How smell constitutes meaning, identity and temporal experience in spatial assemblages. Sage Journals, 18(2), 234-248. doi: 10.1177/1470593117732462Chebat, C. y Michon, R. (2003). Impact of ambient odors on mall shoppers’ emotions, cognition, and spending: A test of competitive causal theories. Journal of Business Research, 56(7), 529-539. doi:10.1016/S01482963(01)00247-8Derval, D. (2010). The Right Sensory Mix. Berlín: Springer-Verlag.Fiore, A., Yah, X. y Yoh, E. (2000). Effects of a product display and environmental fragrancing on approach responses and pleasurable experiences. Psychology y Marketing, 17(1), 27-54. doi.org/10.1002/(SICI)1520-6793(200001)17:1<27Goldkuhl, L. y Styvén, M. (2007). Sensing the scent of service success. European Journal of Marketing, 41(11-12), 1297-1305. doi:10.1108/ 03090560710821189Haase, J., Wiedmann, K. y Bettels, J. (2018). Sensory imagery in advertising: How the senses affect perceived product design and consumer attitude. Journal of Marketing Communications, 15(1), 2-3. doi:10.1080/13527266.2018.1518257Hirsch, A. (1995). Effects of ambient odors on slot-machine usage in a Las Vegas Casino. Psychology and Marketing, 12, 585-594. doi: 10.1002/ mar.4220120703Hulten, B. (2015). Marketing sensorial: el concepto de experiencia de marca multisensorial. European Business Review, 23(3), 256-273. doi.org/10.1108/09555341111130245Ianinni, M. (2010). Marketing Olfativo un valor diferencial. MK: Marketing + ventas, 253(2010), 58-64.Kivioja, K. (2017). Impact of point-of-purchase olfactory cues on purchase behavior. Journal of Consumer Marketing, 34(2), 119-131. doi:10.1108/JCM-08-2015-1506Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22, 33-351. doi: 10.1016/j.jcps.2011.08.003Krishna A., Cian, L. y Aydınoğlu, N. (2017). Sensory Aspects of Package Design. Journal of Retailing, 93(1), 43-54. doi.org/10.1016/j.jretai.2016.12.002Labenz, F., Wiedmann, K. P., Bettels, J., & Haase, J. (2018). Sensory Stimuli in Print Advertisement Analyzing the Effects on Selected Performance Indicators. Journal of International Business Research and Marketing, 3(2), 7-15.Lehrner, J., Marwinski, G., Lehr, S., Johren, P. y Deecke, L. (2005). Ambient odors of orange and lavender reduce anxiety and improve mood in a dental office. Physiology and Behavior, 86(1-2), 92-95. doi: 10.1016/j.physbeh.2005.06.031Lindstrom, M. (2009). Compradicción. Verdades y mentiras de por qué las personas compran. Bogotá: Norma, 248p.Liljenquist, K., Zhong, C. y Galinsky, A. (2010). The smell of virtue. Clean scents promote reciprocity and charity. Psychological Science, 21, 381-383. doi:10.1177/0956797610361426Manzano, R., Gavilán, D. Avello, M., Abril, C. y Serra, T. (2011). Marketing sensorial: comunicar con los sentidos en el punto de venta. Madrid: Prentice Hall.Palomares, R. (2013). Marketing en el punto de venta: comunicación y promoción. Madrid: ESIC.Piqueras-Fiszman, B. y Spence C. (2012). The Influence of the Feel of Product Packaging on the Perception of the Oral-somatosensory Texture of Food. Journal of Food Quality and Preference, 26(1), 67–73. doi:10.1016/j.foodqual.2012.04.002Rimkute, J., Moraes, C. y Ferreira, C. (2016). The effects of scent on consumer behaviour. International Journal of Consumer Studies, 40(1), 24-34. doi:10.1111/ijcs.12206Rupini, R.V. y Nandagopal, R. (2015). A Study on the Influence of Senses and the Effectiveness of Sensory Branding. Journal of Psychiatry, 18(2) 236. doi:10.4172/Psychiatry.1000236Sánchez, J. y Pintado, T. (2012). Nuevas tendencias en comunicación. Madrid: ESIC.Schifferstein, H. y Blok, S. (2002). The signal function of thematically (in) congruent ambient scents in a retail environment. Chemical Senses, 27(6), 539-549. Doi:10.1093/chemse/27.6.539Schmitt, B. (2007) Experiential Marketing. Barcelona: Deusto.Spence, C., Puccinelli N., Grewal D. y Roggeveen, A. (2014). Store Atmospherics: A Multisensory Perspective. Journal of Psychology and Marketing, 31(7), 472-488. doi: 10.1002/mar.20709http://creativecommons.org/licenses/by-nc/4.0http://purl.org/coar/access_right/c_abf2Anagramas Rumbos y Sentidos de la Comunicación; Vol. 17 Núm. 34 (2019): Enero-Junio; 255-269MarketingExperientialSensoryOlfactoryScentsServicePersuasionAdvertisingLinkMarketingExperiencialSensorialOlfativoAromasServiçoPersuasãoPublicidadeAssociaçõesMarketingExperiencialSensorialOlfativoAromasServicioPersuasiónPublicidadAsociacionesOlfactory associations around space perception and the service received by members of a fund of employees in ManizalesAssociações olfativas em torno à percepção do espaço e do serviço recebido pelos associados a um fundo de apoio aos funcionários em ManizalesAsociaciones olfativas en torno a la percepción del espacio y el servicio recibido por los asociados a un fondo de empleados en ManizalesGallego López, Felipe Antonio; Universidad Católica de ManizalesMejía Gallo, Salomón; Universidad CatolicaGallego López, Felipe AntonioMejía Gallo, SalomónComunidad Universidad de MedellínLat: 06 15 00 N degrees minutes Lat: 6.2500 decimal degreesLong: 075 36 00 W degrees minutes Long: -75.6000 decimal degreesMedellíninfo:eu-repo/semantics/articlehttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1ORIGINALAnagramas_330.pdfAnagramas_330.pdfapplication/pdf863105http://repository.udem.edu.co/bitstream/11407/5426/1/Anagramas_330.pdf732ae8e418eabed15383ae7d077fee3cMD51Anagramas_330_infografia_español.pdfAnagramas_330_infografia_español.pdfInfografía en españolapplication/pdf387397http://repository.udem.edu.co/bitstream/11407/5426/2/Anagramas_330_infografia_espa%c3%b1ol.pdff6f84e241ec304b247b85c37f4189076MD52Anagramas_330_infografia_ingles.pdfAnagramas_330_infografia_ingles.pdfInfografía en inglésapplication/pdf384939http://repository.udem.edu.co/bitstream/11407/5426/3/Anagramas_330_infografia_ingles.pdfcb2058db5ca6d4be0e825f857bbcc11cMD53THUMBNAILAnagramas_330.pdf.jpgAnagramas_330.pdf.jpgIM Thumbnailimage/jpeg7809http://repository.udem.edu.co/bitstream/11407/5426/4/Anagramas_330.pdf.jpg483f6021a2ad72b2808c7998cd642728MD54Anagramas_330_infografia_español.pdf.jpgAnagramas_330_infografia_español.pdf.jpgIM Thumbnailimage/jpeg12857http://repository.udem.edu.co/bitstream/11407/5426/5/Anagramas_330_infografia_espa%c3%b1ol.pdf.jpgf50260b9ad0d39950fd56a4a21ead108MD55Anagramas_330_infografia_ingles.pdf.jpgAnagramas_330_infografia_ingles.pdf.jpgIM Thumbnailimage/jpeg12768http://repository.udem.edu.co/bitstream/11407/5426/6/Anagramas_330_infografia_ingles.pdf.jpgd32d2168829b8b7a8c58a6462a9103a7MD5611407/5426oai:repository.udem.edu.co:11407/54262019-11-12 23:00:31.752Repositorio Institucional Universidad de Medellinrepositorio@udem.edu.co

Olfactory associations around space perception and the service received by members of a fund of employees in Manizales

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