Time to prime: En studie i auditory & olfactory priming
(2022) FEKH29 20221Department of Business Administration
- Abstract
- New perspectives on how to best market your brand or products is an ever changing subject. A seemingly unnoticed development in the eyes of ordinary people has been that marketing psychology has become more and more potent in the industry of marketers and brand developers. Benefitting from unconscious behaviors and manipulation has created tools for companies and organizations that this paper is set to explore. The term priming is in a larger context still a regularly new term and refers to a technique that creates associations through people's senses in ways that aims to affect their decisions. Priming can be done with every type of sense such as vision, smell, hearing, feeling and taste. These all vary in their efficiency and success... (More)
- New perspectives on how to best market your brand or products is an ever changing subject. A seemingly unnoticed development in the eyes of ordinary people has been that marketing psychology has become more and more potent in the industry of marketers and brand developers. Benefitting from unconscious behaviors and manipulation has created tools for companies and organizations that this paper is set to explore. The term priming is in a larger context still a regularly new term and refers to a technique that creates associations through people's senses in ways that aims to affect their decisions. Priming can be done with every type of sense such as vision, smell, hearing, feeling and taste. These all vary in their efficiency and success rate but have no clear scale to which is most effective and in which scenarios. This paper is an attempt to add to the research and understanding on how to best implement different types of priming techniques and methods in sensory marketing, through an experiment with quantitative data collecting. The determined technique is goal priming, which is set to change behavior. The complementing method is contextual priming through prospective priming theory. The aim is to gain more understanding of auditory cue’s priming effect on preference when the auditory stimuli is activated prior to a choice. Furthermore, the paper aims to broaden the understanding in regards to the difference and efficiency of auditory- (hearing) and olfactory (smell) priming. By opposing these two types of priming against each other we found that only olfactory priming showed results that were significant within 10%, while auditory priming produced results that could not be determined to have had a significant effect. The study comes to the conclusion that unconscious priming is difficult to test in a laboratory environment and that a larger test group would have been needed for clearer results. To further explore priming in future research, this paper has created an experimental template and analyzed it through a theoretical framework. This can be replicated on a larger scale or be developed to another approach. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9094353
- author
- Bogestrand, Victor LU ; Carlsson, Maria LU and Gustafsson, Anton LU
- supervisor
- organization
- course
- FEKH29 20221
- year
- 2022
- type
- M2 - Bachelor Degree
- subject
- keywords
- Priming, unconsciousness, manipulation, olfactory, auditory
- language
- Swedish
- id
- 9094353
- date added to LUP
- 2022-07-04 09:42:43
- date last changed
- 2022-07-04 09:42:43
@misc{9094353,
abstract = {{New perspectives on how to best market your brand or products is an ever changing subject. A seemingly unnoticed development in the eyes of ordinary people has been that marketing psychology has become more and more potent in the industry of marketers and brand developers. Benefitting from unconscious behaviors and manipulation has created tools for companies and organizations that this paper is set to explore. The term priming is in a larger context still a regularly new term and refers to a technique that creates associations through people's senses in ways that aims to affect their decisions. Priming can be done with every type of sense such as vision, smell, hearing, feeling and taste. These all vary in their efficiency and success rate but have no clear scale to which is most effective and in which scenarios. This paper is an attempt to add to the research and understanding on how to best implement different types of priming techniques and methods in sensory marketing, through an experiment with quantitative data collecting. The determined technique is goal priming, which is set to change behavior. The complementing method is contextual priming through prospective priming theory. The aim is to gain more understanding of auditory cue’s priming effect on preference when the auditory stimuli is activated prior to a choice. Furthermore, the paper aims to broaden the understanding in regards to the difference and efficiency of auditory- (hearing) and olfactory (smell) priming. By opposing these two types of priming against each other we found that only olfactory priming showed results that were significant within 10%, while auditory priming produced results that could not be determined to have had a significant effect. The study comes to the conclusion that unconscious priming is difficult to test in a laboratory environment and that a larger test group would have been needed for clearer results. To further explore priming in future research, this paper has created an experimental template and analyzed it through a theoretical framework. This can be replicated on a larger scale or be developed to another approach.}},
author = {{Bogestrand, Victor and Carlsson, Maria and Gustafsson, Anton}},
language = {{swe}},
note = {{Student Paper}},
title = {{Time to prime: En studie i auditory & olfactory priming}},
year = {{2022}},
}