The use of consumer neuroscience in aroma marketing / / J. Berčík, J. Gálová, and A. Pavelka.
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 ro...
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Place / Publishing House: | Leiden ;, Boston : : Brill | Wageningen Academic,, 2021. ©2021 |
Year of Publication: | 2021 |
Edition: | 1st ed. |
Language: | English |
Physical Description: | 1 online resource (90 pages) |
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The use of consumer neuroscience in aroma marketing / J. Berčík, J. Gálová, and A. Pavelka. 1st ed. Leiden ; Boston : Brill | Wageningen Academic, 2021. ©2021 1 online resource (90 pages) text txt rdacontent computer c rdamedia online resource cr rdacarrier 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. English Includes bibliographical references and index. 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. Description based on print version record. Affective neuroscience. Scent as a marketing device. Smell Psychological aspects. Print version: Berčík, J. The use of consumer neuroscience in aroma marketing Wageningen : Wageningen Academic Publishers,c2021 9789086863761 Gálová, J., author. Pavelka, A., author. |
language |
English |
format |
eBook |
author |
Gálová, J., Gálová, J., Pavelka, A., Pavelka, A., |
spellingShingle |
Gálová, J., Gálová, J., Pavelka, A., Pavelka, A., The use of consumer neuroscience in aroma marketing / 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. |
author_facet |
Gálová, J., Gálová, J., Pavelka, A., Pavelka, A., Gálová, J., Gálová, J., Pavelka, A., Pavelka, A., |
author_variant |
j g jg j g jg a p ap a p ap |
author_role |
VerfasserIn VerfasserIn VerfasserIn VerfasserIn |
author2 |
Gálová, J., Gálová, J., Pavelka, A., Pavelka, A., |
author2_role |
TeilnehmendeR TeilnehmendeR TeilnehmendeR TeilnehmendeR |
author_sort |
Gálová, J., |
title |
The use of consumer neuroscience in aroma marketing / |
title_full |
The use of consumer neuroscience in aroma marketing / J. Berčík, J. Gálová, and A. Pavelka. |
title_fullStr |
The use of consumer neuroscience in aroma marketing / J. Berčík, J. Gálová, and A. Pavelka. |
title_full_unstemmed |
The use of consumer neuroscience in aroma marketing / J. Berčík, J. Gálová, and A. Pavelka. |
title_auth |
The use of consumer neuroscience in aroma marketing / |
title_new |
The use of consumer neuroscience in aroma marketing / |
title_sort |
the use of consumer neuroscience in aroma marketing / |
publisher |
Brill | Wageningen Academic, |
publishDate |
2021 |
physical |
1 online resource (90 pages) |
edition |
1st ed. |
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. |
isbn |
90-8686-928-9 9789086863761 |
callnumber-first |
H - Social Science |
callnumber-subject |
HF - Commerce |
callnumber-label |
HF5415 |
callnumber-sort |
HF 45415.12615 |
illustrated |
Not Illustrated |
dewey-hundreds |
600 - Technology |
dewey-tens |
650 - Management & public relations |
dewey-ones |
658 - General management |
dewey-full |
658.8001/9 |
dewey-sort |
3658.8001 19 |
dewey-raw |
658.8001/9 |
dewey-search |
658.8001/9 |
oclc_num |
1289368318 |
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