The use of consumer neuroscience in aroma marketing J. Berc̆ík, J. Gálová and A. Pavelka
2021
HF5415.12615 .B47 2021eb
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Details
Title
The use of consumer neuroscience in aroma marketing J. Berc̆ík, J. Gálová and A. Pavelka
Author
ISBN
9086869289 electronic bk.
9789086869282 (electronic bk.)
9789086863761 paperback
9086863760 paperback
9789086869282 (electronic bk.)
9789086863761 paperback
9086863760 paperback
Published
Wageningen, The Netherlands Wageningen Academic Publishers 2021
Language
English
Description
1 online resource (88 pages) illustrations (some color)
Call Number
HF5415.12615 .B47 2021eb
System Control No.
(OCoLC)1289368318
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."-- Taken from Abstract on publisher web site.
Bibliography, etc. Note
Includes bibliographical references
Formatted Contents Note
Background. Sensory marketing and the human senses ; The use of smell in marketing ; Scents in history ; Aromatic compounds and their impact on the consumer ; Aroma marketing and scent marketing ; Consumer neuroscience ; Electroencephalography
Methodology
Research Findings. Selection of aromas for laboratory research ; Research under laboratory conditions ; Testing under real conditions
Conclusion
Appendix A: Friedman test
Appendix B: Chi-square independence test.
Methodology
Research Findings. Selection of aromas for laboratory research ; Research under laboratory conditions ; Testing under real conditions
Conclusion
Appendix A: Friedman test
Appendix B: Chi-square independence test.
Access Note
Open access versions available from some providers
Source of Description
Description based on online resource; title from PDF title page (Wageningen Academic Publishers, viewed on July 28, 2023)
Added Author
Available in Other Form
Print version: Berč̕k, J. Use of consumer neuroscience in aroma marketing Wageningen : Wageningen Academic Publishers, 2021
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