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Table of contents
1. Introduction
1.1 Background
1.2 Problematisation
1.3 Research Question
1.4 Purpose
1.5 Limitations
1.6 Outline
2. Research method
2.1 Research philosophy
2.2 Research approach
2.3 Choice of theory
2.4 Choice of methodology
3. Literature review
3.1 Sensory marketing
3.1.1 Scent
3.1.2 Sound
3.1.3 Sight
3.1.4 Touch
3.1.5 Taste
3.2 Retail marketing
3.3 Crossover between sensory and retail
3.4 Consumer behaviour
3.4.1 S-O-R model
3.4.1.1 Stimuli
3.4.1.2 Organism
3.4.1.3 Response
3.4.2 Organism – Emotional response
3.5 Theoretical Framework
3.5.1 Adapted S-O-R – A-S-O-R model
4. Empirical Method
4.1 Research strategy and time horizon
4.2 Research design
4.3 Data collection
4.3.1 Semi-structured interview
4.3.2 Observation
4.4 Site and participation selection
4.5 Analysis Method
4.6 Observation guide
4.7 Interview guide
4.8 Operationalization
4.8.1 Stimuli
4.8.2 Organism
4.8.3 Response
4.9 Reliability, validity, and generalizability
4.9.1 Reliability
4.9.2 Validity
4.9.3 Generalizability
5. Empiric findings, analysis and discussion
5.1 Empirical findings
5.2 Analysis of empirical findings
5.2.1 Analysis of sound
5.2.2 Analysis of scent
5.2.3 Analysis of sight
5.2.4 Analysis of touch
5.2.5 Analysis of the general questions
5.3 Discussion
6. Conclusion
6.1 Summary of the thesis
6.2 Conclusion
6.3 Critical review
6.4 Theoretical implications
6.5 Practical implications
6.6 Future research
7. References
Appendices
Appendix A: Interview guide
Appendix B: Hollister
Appendix C: SamS
Appendix D: Observation guide
Appendix E: Interview excerpts
