The use of consumer neuroscience in aroma marketing / J. Berčík, J. Gálová, and A. Pavelka.

Format:

Book

Author/Creator:

Gálová, J., author.

Pavelka, A., author.

Language:

English

Subjects (All):

Affective neuroscience.

Scent as a marketing device.

Smell--Psychological aspects.

Smell.

Physical Description:

1 online resource (90 pages)

Edition:

1st ed.

Place of Publication:

Leiden ; Boston : Brill | Wageningen Academic, 2021.

Language Note:

English

Summary:

Smell is one of the most sensitive senses and is closely connected with emotions. Everyone has experienced a moment where a scent changed their mood and brought up memories. In this book monitoring of the effect of aromas on consumer emotions is described. It starts with a general overview of the role of scents in marketing and the use of neuroscience tools in monitoring the impact of the stimuli on consumer emotions. Tools used by the authors are a consumer neuroscience tool - electroencephalography (EEG), a biometric method that monitors the galvanic skin response or skin perspiration (GSR), and a traditional data collection method - a questionnaire. With these tools, consumer response to three selected scents were monitored. One of the initial scents was selected and tested under ‘normal’ restaurant conditions. The authors describe how the information was obtained, and how the effect on consumer emotions was determined. 'The use of consumer neuroscience in aroma marketing' concludes with recommendations to improve the effectiveness of aromatisation in practice.

Contents:

Intro

Introduction

Chapter 1. Background

1.1 Sensory marketing and the human senses

1.2 The use of smell in marketing

1.3 Scents in history

1.4 Aromatic compounds and their impact on the consumer

1.5 Aroma marketing and scent marketing

1.6 Consumer neuroscience

1.7 Electroencephalography

Chapter 2. Methodology

Chapter 3. Research findings

3.1 Selection of aromas for laboratory research

3.2 Research under laboratory conditions

3.3 Testing under real conditions

Chapter 4. Conclusion

References

Appendix A - Friedman test

Appendix B - Chi-square independence test.

Notes:

Includes bibliographical references and index.

Description based on print version record.

Other Format:

Print version: Berčík, J. The use of consumer neuroscience in aroma marketing

ISBN:

90-8686-928-9

OCLC:

1289368318

Publisher Number:

10.3920/978-90-8686-928-2 DOI