The use of consumer neuroscience in aroma marketing

The use of consumer neuroscience in aroma marketing

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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Detalles Bibliográficos
Otros Autores: Gálová, J., author (author), Pavelka, A., author
Formato: Libro electrónico
Idioma:Inglés
Publicado: Leiden ; Boston : Brill | Wageningen Academic 2021.
Edición:1st ed
Materias:
Affective neuroscience.
Scent as a marketing device.
Smell > Psychological aspects.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009766132206719
Tabla de Contenidos:
  • 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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