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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| Formato: | Libro |
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Brill | Wageningen Academic
2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=nlebk&AN=3121268&site=ehost-live header: @attributes: shortDbName: nlebk uiTerm: 3121268 longDbName: eBook Collection (EBSCOhost) uiTag: AN controlInfo: bkinfo: btl: The Use of Consumer Neuroscience in Aroma Marketing aug: au: J. Berčík J. Gálová A. Pavelka isbn: 9789086863761 9789086869282 imageinfo: pubinfo: dt: @attributes: year: 2021 month: 01 day: 01 dtAvail: @attributes: year: 2024 month: 12 day: 05 pub: Brill | Wageningen Academic pubContract: Brill Academic Publishers place: Wageningen, The Netherlands price: 0.01 limitsGroup: maxCheckoutDays: 1500 pda: N printPagesOffline: 100 printPagesOnline: 100 previewPages: 10000 prePubGroup: dewey: @attributes: class: 658.80019 item: 658 .80019 lc: @attributes: class: HF5415.12615 .B47 2021eb item: HF 5415 .12615 .B47 2021eb artinfo: ui: 3121268 1289368318 formats: fmt: @attributes: type: EB doid: NL$3121268$PDF caption: PDF download: Y tig: atl: The Use of Consumer Neuroscience in Aroma Marketing ptl: The Use of Consumer Neuroscience in Aroma Marketing aug: au: J. Berčík J. Gálová A. Pavelka su: Smell--Psychological aspects Scent as a marketing device Affective neuroscience sug: subj: BUSINESS & ECONOMICS / Consumer Behavior BUSINESS & ECONOMICS / Marketing / General Smell--Psychological aspects Scent as a marketing device Affective neuroscience ab: 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. pubtype: eBook doctype: Book ougenre: Book language: English copyright: @attributes: flag: N copyrightText: holdings: @attributes: islocal: N |
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