The use of consumer neuroscience in aroma marketing /

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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Bibliographic Details
VerfasserIn:
Gálová, J.,
Pavelka, A.,
TeilnehmendeR:
Gálová, J.,
Pavelka, A.,
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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Table of 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.

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