anastasia savkina european master in business … · the research explaining the occurrence of coo...

Exposé

Investigation of the effects of scent marketing containing

country-of-origin information on product evaluations Submitted by

Anastasia Savkina

European Master in Business Studies

University of Kassel

Kassel, Germany

30th October 2012

Exposé: Investigation of the effects of scent marketing containing COO information on product evaluations 2

Abstract

Background:

Previous research has demonstrated the influence of ambient scents on

consumer purchasing decision and product evaluation. The significant impact

of the country of origin effect on product perception was also proved.

However, there is no research on the intersection of these two topics.

Purpose:

This study investigates the influence of the scent marketing in combination

with the country of origin information on the product evaluation by the

consumer.

Method: The foundation of this study is an experiment. The effects of using ambient

scents, containing COO information, in the product evaluation process were

tested in order to investigate their influence on the perception of the product.

Main findings: It was elaborated that the mere presence of ambient scent enhanced product

evaluation. Moreover, the nature of the smell had considerable impact as well.

Thus, consumers’ overall liking of the product was higher for the smell,

representing the COO associated with high-quality production.

Keywords: sensory marketing, olfaction, COO effect, processing fluency


Introduction

Background

With the development of new technologies and rapid product innovation, consumer

behavior cannot be addressed by purely utilitarian approaches – new experiential perspective

should be applied. Contemporary consumers prefer particular products and brands not because of

their greater utilities (Zajonc & Markus, 1982). They search for novelty, emotions, imagery, and

fun (Holbrook & Hirschman, 1982; Rodrigues, Hultén, & Brito, 2011; Schmitt, 1999). As stated

by Holbrook and Hirschman (1982), consumption nowadays can be described as a process

directed toward the hedonic pursuit of pleasure.

Consumers want to be involved and create their own experiences trough consumption, so

the emotional and irrational aspects involved in the purchasing process should be emphasized

(Prahalad & Ramaswamy, 2000; Schmitt, 1999). Experience of the purchase and emotional

connection with the brand can be created by appealing to human mind and senses (Hirschman &

Holbrook, 1982; Hultén, 2011). All five human senses affect consumer behavior by influencing

our emotions, memories, preferences and choices (Krishna, 2010).

Despite the fact that Kotler recognized the importance of “atmospherics”1 as a marketing

tool already in 1973 (Kotler, 1973), the real sensory marketing boom started several years ago

(Bradford & Desrochers, 2010). Nowadays consumers are overloaded with information and not

responding to the traditional marketing tools. In order to stand out of the crowd companies seek

for new approaches. Sensory marketing is a good solution, as it can be applied to create

subconscious triggers appealing to human senses, and thus engaging consumers in a more

efficient way (in comparison to the traditional explicit marketing tools) (Krishna, 2012). Even

though markets and retailers start to apply sensory marketing, there is still limited academic

research investigating its effects on consumer behavior (Krishna, 2010; Peck & Childers, 2008).

Having in mind that sense of smell is considered to have the power to strongly influence

consumers, due to its direct connection to emotional seat (Bradford & Desrochers, 2010; Herz,

2002; Lindstrom, 2005) and memory center of the brain (Buck, 2005; Krishna, Lwin, & Morrin,

2010), I decided to limit my research to the scent marketing, notably ambient scents. The effects

of the olfaction cues on the consumer behavior was under the focus of researchers since the mid

1990s (Herrmann, Zidansek, Sprott, & Spangenberg, 2012). Influence of olfactory stimuli on

affect (Bosmans, 2006; Krishna, 2012), cognition (Bone & Jantrania, 1992), memory (Krishna et

al., 2010), shopping behavior (Chebat & Michon, 2003; Gulas & Bloch, 1995) and product

1 “Atmospherics is the effort to design buying environments to produce specific emotional effects in the

buyer that enhance his purchase probability” (Kotler, 1973 p.50)


evaluation (Riker, Morales, & Nowlis, 2005; Spangenberg, Crowley, & Henderson, 1996) were

demonstrated.

Ambient scents can be considered affective cues that guide consumers` subsequent

product evaluation (Bosmans, 2006) by evoking emotions and memories (Riker et al., 2005).

Another cue, that has a considerable influence on consumer`s decision-making process is

the country of origin (COO) information (Bilkey & Nes, 1982; Veale, 2006). There has been a

considerable research on COO effects and their impact on purchasing decisions since 1960s. All

studies indicate that COO information has an impact on product quality perceptions, overall

evaluation of a product and the likelihood of purchasing the product (Bolliger, 2011; Veale,

2006). Several studies empirically provide empirical evidence of the cognitive nature of COO

information cue processing (Bolliger, 2011; Sauer, Young, & Unnava, 1991; Verlegh &

Steenkamp, 1999) stating that consumers make rational decisions by using COO cues.

Problem Statement

New trends on the market revealed the drawbacks of considering just the cognitive factors when

analyzing consumer behavior without taking sphere of affect into consideration. However, as

truly remarked by Holbrook and Hirschman (1982), the explanation of consumer behavior

cannot be reduced to a narrow simple model, neither behaviorist nor psychoanalytic, ethological

or anthropomorphic, cognitive or motivational. That is why it is important for marketers to take

into consideration both problem-directed and experiential components.

I found no studies exploring the consumers` evaluation of the products by addressing

both affective (sensorial perception) and cognitive (COO information) cues. Moreover, the

review of previous research revealed the contradictions concerning the effects of ambient scent

on product evaluation.

Purpose/ Research Question

Addressing the research gap identified in the literature, I aim to investigate if the information

about the country of origin transmitted to the consumer by the means of scent marketing can

alter product evaluations. To answer the purpose of my thesis, the following research questions

will be examined:

Will the mere presence of pleasant ambient scent improve the evaluation of the

product by consumers?

Will the nature of the scent (associations with high/low quality country of origin)

influence consumers` appraisal of the product ?


Theoretical background

In this study I intend to investigate the effect of the ambient “country” scent on consumers with

the help of psychological paradigms and theories. Most of the research on the influence of scent

marketing is based on the stimulus-organism-response (SOR) paradigm, proposed by Mehrabian

and Russell in 1974 (Russell & Pratt, 1980; Spangenberg et al., 1996; Turley & Milliman, 2000).

However, the empirical results of previous research on scents influence do not confirm

theoretical hypothesis: controlled experiments in most cases show null effects than significant

effects (Bone & Ellen, 1999). That is why to address the discrepancies in the previous research

on olfactory effects I would analyze one the most recently suggested theory – metacognitive

construct of processing fluency (Herrmann et al., 2012; Schwarz, 2004). Moreover, I will review

the research explaining the occurrence of COO effects as well as the function of odor receptors,

aiming to explicate the importance and efficiency of olfactory cues. The theoretical framework

will be concluded by the formulation of the hypotheses:

H1: Presence of ambient scent improves the evaluation of the product. That means that

subjects in experimental groups (regardless the COO and treatment) will appraise the

product higher than subjects in the control group.

H2: “Smell of France” will make the product more desired for subjects than the “smell of

China”. So, subjects in “high-quality” experimental group will increase the expected

quality evaluation for the watch and will show higher desirability to purchase the product,

than subjects in “low quality” group.

H3: Evaluation of the product will be different within experimental groups depending on

the treatment (feel or think). When subjects will be primed to associate the ambient smell

with the country of origin, the COO effect will be higher comparing to the treatment

when no indications will be given.

Definitions

Ambient scent: “Scent that is not emanating from a particular object but is present in the

environment and affects perceptions of the store and the products presented.”(Spangenberg et al.,

1996)

Country of origin effect: “Any influence, positive or negative, that the country of manufacture

might have on the consumer`s choice processes or subsequent behavior.”(Elliott & Cameron,

1994).

Sensory marketing: “Marketing that engages the consumers' senses and affects their perception,

judgment and behavior.” (Krishna, 2012).


Limitations

The research is limited to the examination of the effects of the smell of two countries,

representing the stereotypic high and low quality production (China and France). The “smell of

the country” was validated by 20 respondents, randomly picked on the territory of the University

of Kassel.

Moreover, the perception of the “smell of the country” can be quite subjective and people

might not associate the ambient smell and the country of origin.

The experiment conducted in the study took place in Kassel, Germany. The respondents

were mainly students of the University of Kassel, between 18 and 28 years old.


Review of Literature

My literature review is divided in two main topics, the intersection of which I am trying to

explore in my study: sensory marketing and COO effects. Each topic also has subdivisions.

Olfaction and Sensory marketing

Topic Title Author Journal/

Book

Content

Influence of

ambient odors

on consumer

behavior

Scents in the

marketplace:

Explaining a

fraction of

olfaction.

Bone, P. F., &

Ellen, P. S.

(1999).

Journal of

Retailing,

75(304),

243–262.

The article presents the

review of 22 studies of

retailing relevant olfaction

research.

Studies are discussed along

3 major dimensions:

presence of scent, scent

pleasantness and scent

congruity.

Main finding states that

olfaction effects are hardly

predictable and most of the

empirical results are not

significant.

New theories (accessibility

and availability) are

proposed to increase the

reliability of capturing

olfactory effects

Influence of

ambient odors

on consumer

behavior

The Use of Scents

to Influence

Consumers: The

Sense of Using

Scents to Make

Cents.

Bradford, K. D.,

& Desrochers, D.

M. (2010).

Journal of

Business

Ethics,

90(S2), 141–

153.

Main purpose of the article

is to reveal the ethical issues,

connected with the use of

scent marketing, as the sense

of smell is not controlled by

the consumers.

Overview of possible

applications of scent in

marketing is given and the

distinction between marketer

scent, product scent and

ambient scent is made (with

pointing to the ethical issues

arousing from the usage of

covert objective ambient

scents.

Influence of

ambient odors

on consumer

behavior

Theoretical

background.

Impact of ambient

odors on mall

shoppers’

emotions,

cognition, and

spending.

Chebat, J.-C., &

Michon, R.

(2003).

Journal of

Business

Research,

56(7), 529–

539.

The article discusses the

effect of ambient scents on

enhancing shoppers`

perceptions by employing 2

models: derived from

environmental psychology

and based on cognitive

theory of emotions. Major

finding: second theory

(emotional) better explains

the effect of ambient scents.

Influence of Right under our Gulas, C. S., & Journal of Model describing the effects

of ambient scents on


ambient odors

on consumer

behavior

noses : ambient

scent and consumer

responses.

Bloch, P. H.

(1995).

Business and

Psychology,

10(1), 87–98.

consumer behavior is

proposed.

Influence of

ambient odors

on consumer

behavior

The Power of

Scent : Empirical

Field Studies of

Olfactory Cues on

Purchase Behavior.

Haberland, M. F.

(2010).

Dissertation.

University of

St. Gallen

Set of essays on ambient

scent effects

Influence of

ambient odors

on consumer

behavior

The Power of

Simplicity:

Processing Fluency

and the Effects of

Olfactory Cues on

Retail Sales.

Herrmann, A.,

Zidansek, M.,

Sprott, D. E., &

Spangenberg, E.

R. (2012).

Journal of

Retailing.

Article in

press

The article provides

theoretical explanation to the

effects of ambient scents on

consumers in the light of

processing fluency theory

(olfactory stimuli that are

easier to process will be

more successful in terms of

marketing outcomes). The

effect of scent complexity on

cognitive processing as well

as consumers buying

behavior is examined trough

the field and laboratory

study.

Main finding: scents with

fewer components (more

simple) have bigger impact

on the consumers in

comparison with multiple-

element scents: greater retail

sales increased cognitive

processing and more

favorable shopping behavior

was observed in simple scent

conditions.

Influence of

ambient odors

on consumer

behavior

There’s Something

in the Air: Effects

of Congruent or

Incongruent

Ambient Odor on

Consumer Decision

Making.

Mitchell, D. J.,

Kahn, B. E., &

Knasko, S. C.

(1995).

Journal of

Consumer

Research,

22(2), 229–

238.

The main focus of the article

is the influence of the degree

of congruency of odor on

consumer decision making

process. Effects of congruent

and incongruent scents on

changes in memory process

were examined.

Main findings consist in the

fact that consumers in

congruent odor conditions

comparing to the

incongruent environment:

- spend more time on

information acquisition

- process data more

holistically

- rely more on personal

experience (attitudes,

memories)

- spend choices evenly

among the products

presented

These results may be

explained by the fact that

congruent odor stimulate


cognitive enrichment.

Influence of

ambient odors

on consumer

behavior

A theoretical

investigation into

the potential

applications of

olfactory cues to

the marketing of

new products.

Shiu, E., Walker,

D., & Cheng, C.

(2006).

Innovative

Marketing,

2(4), 44–53.

This article presents the

investigation of whether

ambient scents can increase

the adoption for new

products among consumers.

Literature on the effects of

scents on human behavior is

reviewed. The contribution

of this article is possible

managerial applications of

olfactory cues.

Influence of

ambient odors

on consumer

behavior

Improving theStore

Environment: Do

Olfactory Cues

Affect Evaluations

and Behaviors?

Spangenberg, E.

R., Crowley, A.

E., & Henderson,

P. W. (1996).

Journal of

Marketing,

60(2), 67–80.

The article dwells upon the

effects of inoffensive

(providing positive or

neutral affective response)

ambient scents on the store,

product evaluation as well as

shopping behavior of

consumers. Authors aimed at

finding if the impact varies

depending on the affect

nature and the intensity of

the scent.

The article includes a

review of previous research

on environmental

psychology and olfaction in

marketing and an

experiment.

Results of the experiment

prove more positive

evaluations of the store and

merchandise in the scented

environment. It was also

found that customers

perceive to spend less time

in scented shops. Finally, the

importance of the presence

of the scent was found

regardless its specificity.

Affect and

cognition

Influence of

affective and

cognitive

judgments on

autonomic

parameters during

inhalation of

pleasant and

unpleasant odors in

humans.

Bensafi, M.,

Rouby, C., Farget,

V., Bertrand, B.,

Vigouroux, M., &

Holley, a. (2002).

Neuroscience

Letters,

319(3), 162–

166.

The article dwells upon the

connection between the

emotional and olfactory

processing. Two theories of

what is primary emotion or

cognition are presented.

The main finding consists

in the fact that consumers

categorize scents according

to their pleasantness without

realizing it (involuntary).

Affect and

cognition

Affective and

cognitive factors in

preferences.

Zajonc, R., &

Markus, H.

(1982).

Journal of

Consumer

Research,

9(2), 123–

131.

Traditional (preferences are

consequences of greater

utilities of products) and

alternative (focus on the

affective factors) view on

the nature of preferences is

presented in the article.

Main findings: It is stated


that preference judgments

can be independent of

cognition and changed over

time (with more experience)

while utilities of the product

remain unchanged. It is

possible to change

preferences based on

cognition, but very hard for

those base on the affect.

Analysis of the exposure

effect.

Scents and

products

Olfaction as a cue

for product quality.

Bone, P. F., &

Jantrania, S.

(1992).

Marketing

Letters, 3(3),

289–296.

This article aims at

providing empirical

evidence of the effects of the

scents on product evaluation

by examining their

appropriateness. The results

of the study show consumer

preference for products with

congruent smells.

Scents and

products

Should Mary smell

like biscuit?

Investigating scents

in product design.

Ludden, G., &

Schifferstein, H.

(2009).

International

Journal of

Design, 3(3),

1–12.

The main focus of this

article is the use of scents to

enhance consumers`

experience of products,

especially for normally non-

scented products.

The main result is that odors

did not influence subjects`

liking of the products.

Environmental

psychology

Atmospheric

Effects on

Shopping Behavior:

A Review of the

Experimental

Evidence.

Turley, L. W., &

Milliman, R. E.

(2000).

Journal of

Business

Research,

49, 193–211

Review of the research on

the effects of the

environment

(“Atmospherics”) on

costumers’ buying behavior.

Environmental

psychology

SOR

paradigm

Situational

Variables and

Consumer

Behavior.

Belk, R. W.

(1975).

Journal of

Consumer

Research,

2(3), 157–

164.

The article presents the

explanation of consumer

behavior by using situational

variables (links between the

situation/objects, person and

behavior: SOR paradigm).

Processing

fluency,

semantic

priming

Of Frog Wines and

Frowning Watches:

Semantic Priming,

Perceptual Fluency,

and Brand

Evaluation

Labroo, A. A.,

Ravi, D., &

Schwarz, N.

(2008).

Journal of

Consumer

Research,

34(6), 819–

831.

This article examines the

fluency effects on affective

judgment, particularly how

semantic primes can

enhance perceptual fluency

and consequently increase

the product liking.

Processing

fluency

Effects of

Perceptual Fluency

on Affective

Judgments.

Reber, R.,

Winkielman, P.,

& Schwarz, N.

(1998).

Psychologica

l Science,

9(1), 45–48.

The article explores the

influence of perceptual

fluency on affective

judgments.

Sensory

marketing

Sensory marketing:

the multi-sensory

brand-experience

concept.

Hultén, B. (2011). European

Business

Review,

23(3), 256–

273.

The article aims at

presenting the concept of

multi-sensory brand-

experience based on the

theories of branding,

experiences, value creation

and the human senses.


Main findings: sensorial

strategies should be applied

as long-term strategies in

order to differentiate and

distinguish the brand

(suggestions for all 5 senses

are given).

Sensory

marketing

An integrative

review of sensory

marketing:

Engaging the

senses to affect

perception,

judgment and

behavior.

Krishna, A.

(2012).

Journal of

Consumer

Psychology,

22(3), 332–

351.

This article presents the

review of the studies on the

sensory marketing (all the

five senses).

Sensory

marketing

Broad sensory

branding.

Lindstrom, M.

(2005).

Journal of

Product &

Brand

Management

, 14(2), 84–

87.

Effectiveness of sensory

marketed is illustrated on the

example of the case studies

from global brands. The

main finding: stronger

emotional bond between the

consumer and the brand is

achieved by appealing to 5

senses.

COO effects

Topic Title Author Journal/

Book

Content

COO and

product

evaluation

Country-of-origin

effects on product

evaluations.

Bilkey, W., &

Nes, E. (1982).

Journal of

international

business

studies, 13(1),

89–99.

Literature review of the

COO effect on consumer

evaluation of products.

COO and

product

evaluation

Countering

negative country-

of-origin effects:

The role of

evaluation mode.

Chu, P.-Y.,

Chang, C.-C.,

Chen, C.-Y., &

Wang, T.-Y.

(2010).

European

Journal of

Marketing,

44(7/8), 1055–

1076.

This article investigates

possible ways of reducing

COO effect.

COO and

product

evaluation

Consumer

Behaviour Induced

by Product

Nationality: The

Evolution of the

Field and its

Theoretical

Antecedents.

Dmitrovic, T., &

Vida, I. (2010).

Transformatio

n in Business

and

Economics,

9(1), 145–165.

Analysis of the two streams

of literature, exploring COO

effect. Integrative

framework is proposed.

COO and

product

evaluation

Consumer

perception of

product quality and

the country-of-

origin effect.

Elliott, G., &

Cameron, R.

(1994).

Journal of

International

Marketing,

2(2), 49–62.

The article provides the

investigation on the

importance of COO

information comparing to

other product attributes as

well as its relevance as a

quality cue. The study of the

COO effect across product

categories is also presented.

The results of the study:

COO effect has important


influence on purchase

decisions; consumers

generally prefer domestic

products; COO plays a role

of a quality cue if the

objective quality can`t be

assessed.

COO and

product

evaluation

Consumer

ethnocentrism and

attitudes toward

domestic and

foreign products.

Watson, J., &

Wright, K.

(2000).

European

Journal of

Marketing,

34(9), 1149 –

1166.

The article investigates link

between ethnocentrism and

consumers` preferences

toward foreign products

(when no domestic

alternative exist). It was

found that ethnocentrism is

significantly related to the

foreign product evaluation

(preference for products

from culturally similar

countries). So, in some cases

it is better not to stress the

COO.

Cognitive

aspect

The CoO-ELM

model: A

theoretical

framework for the

cognitive processes

underlying country

of origin-effects.

Bloemer, J., Brijs,

K., & Kasper, H.

(2009).

European

Journal of

Marketing,

43(1/2), 62–

89.

The article investigates the

application of Elaboration

Likelihood Model to explain

and predict the cognitive

processes underlying COO

effect. Several cognitive

approaches are integrated in

one model that provides a

useful insight of how COO

information is used by

consumers.

Cognitive

aspect

Effects of country-

of-origin and

product-attribute

information on

product evaluation:

an information

processing

perspective.

Hong, S., & Jr, R.

W. (1989).

Journal of

Consumer

Research,

16(2), 175–

187.

This article aims at

investigating the cognitive

processes underlying the

COO effects. Main

findings: COO not only

influences product

evaluations, but makes

consumers explore other

attributes of the products

(COO stimulates an interest

in the product). Results are

explained by the cognitive

elaboration theory.

Cognitive,

affective and

normative

aspects

A review and meta-

analysis of country-

of-origin research.

Verlegh, P. W. J.,

& Steenkamp, J.-

B. E. M. (1999).

Journal of

Economic

Psychology,

20(5), 521–

546

Review of previous research

on COO effects.

Main finding: COO has

greater impact on perceived

quality than on consumer

purchase intentions.


Methodology

In this research the combination of qualitative and quantitative methods and deductive approach

were used. This method and approach correspond to the goals I set and research questions I

intend to explore. Basing on the theoretical concepts, I formulated hypotheses (see Theoretical

background), which were later tested in the experiment. Data, collected by the means of the

experiment, was analyzed to find statistically significant relationships between variables

(independent variable – “smell of the country”, dependent variable – “product evaluation”).

However, using a quantitative method performing experiments has some limitations in

the sense that there have been some events out of my control that might have affected the results

of the experiment (additional scents…).

Before conducting the main study it was necessary to identify the “smell of the country”

and validate it. For this purpose, sample of 20 subjects was used. They were asked to associate

the smell and the country and to pretest olfactory stimuli to identify their pleasantness,

familiarity, congruity and intensity (rating the smell on 7-point scales).

The foundation of my study was controlled between-subject experiment, which took

place on the territory of Kassel University campus. This experimental design facilitates

familiarity with the experiment for subjects and minimizes confusion that may arise.

Smell of China Smell of France No special smell

Treatment

group

“think” ۞ ۞

“feel” ۞ ۞

Control group ۞

A convenience sample of 150 subjects was randomly assigned to five independent groups: four

experimental and one control group. The control group was not exposed to the ambient scent.

Four experimental groups were assigned to two odor sessions – “smell of China” (jasmine) and

“smell of France” (lavender). Two treatments were run in each odor session. In the first

treatment (“think “) subjects were directed to pay attention to the ambient scent, whereas in the

second treatment (“feel”) no emphasis on the ambient scent was made.

Subjects were asked to evaluate a product (a toy for children). Subjects rated these

products on the following 7-point scales: bad/good, unpleasant/pleasant, unfavorable/favorable,

low quality/high quality, unattractive/attractive, and poor value/good value (Spangenberg et al.,

1996).


Chapter outline

1. Introduction

1.1. Background

1.2. Problem discussion

1.3. Purpose

1.4. Research questions

1.5. Definitions

1.6. Limitations

2. Theoretical background

2.1. Choice of the theory

2.2. Scent marketing

2.2.1. Functioning of olfaction system

2.2.2. Processing fluency theory

2.2.2.1. Processing fluency in marketing

2.2.2.2. Olfaction and processing fluency

2.2.3. Ambient scents in marketing

2.3. COO effects

2.3.1. Cognitive nature

2.3.1.1. Halo effect

2.3.1.2. Summary-construct effect

2.3.1.3. Product attribute effect

2.3.1.4. Default-heuristic effect

2.3.2. COO as an extrinsic cue for product quality

2.4. Hypotheses

3. Methodology

3.1. Research approach

3.2. Data collection’

3.2.1. Pre-test (“smell of the country”)

3.2.2. Experiment


3.2.2.1. Design of the experiment

3.2.2.2. Pilot experiment

3.2.2.3. Main study

3.2.3. Questionnaire design

3.3. Validity and reliability of the study

3.3.1. Internal validity

3.3.2. Eternal validity

3.4. Data analysis

4. Empirical findings

4.1. Results of the pre-test

4.1.1. Pleasantness, congruity, familiarity and intensity of the smell

4.2. Results of the experiment

4.2.1. Mean values

4.2.2. Relationship between variables

5. Analysis and discussion of the results

5.1. Analysis of the experiment

5.2. Hypothesis testing

6. Future research

7. Conclusion and managerial implications

8. Bibliography

9. Appendices

Plan of Work

August September February

1 - 7 oct8 - 14

oct

15 - 21

oct

22 - 28

oct

29 oct-4

nov

5 - 11

nov

12-18

nov

19-25

nov

26 nov-

2dec

3 - 9

dec

10-16

dec

17 -23

dec

24 - 30

dec

31dec -

6 jan

7 - 13

jan

14-20

jan

21-27

jan

28jan -3

feb4-10 feb

11-17

feb

18-24

feb

25feb -

3 mar

4-10

mar

11-17

mar

18-24

mar

25-31

mar1-7 apr

8-14

apr

15-21

apr

22-28

apr

29 apr-

5 may

6-12

may

13-19

may

20-26

may

40 41 42 43 44 45 46 47 48 49 50 51 52 01 02 03 04 05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21

Submission of 3 research proposals

Starting the ThesisTopic approval by tutorsLiterature review Defining the research purpose, oulining hypothesis

Research proposal (expose)AbstractSummary of the literatureFormulation of hypothesesOuline of the thesis

ExperimentDesign of the experimentIdentification of the smell of the countryPreparation of all necessary equipment/ stimuly/

subjects recruitment/qustionnaire designPre-test (validation of the smell of the country)Pilot experimentMain experiment

Writing processIntroduction/BackgroundTheoretical frameworkEmpirical partConclusion

Intermediate reportsubmission of the report

preparation of the presentation

Experiment data analysisanalisys of the results

elaboration of possible implications

Finalisation Finalization and revision Proofreading Preparation of the final presentation

Final presentation of the thesis

April MayOctober November JanuaryDecember March

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