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001 BRILL9789086869282
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007 cr un uuuua
008 231017s2021 gw sb 001 0 eng d
020 _a9789086869282
_q(electronic book)
020 _z9789086863761
_q(print)
024 7 _a10.3920/978-90-8686-928-2
_2DOI
035 _a(OCoLC)1289368318
040 _aNL-LeKB
_cNL-LeKB
_erda
041 _aeng
050 4 _aHF5415.12615
072 7 _aBUS
_x043000
_2bisacsh
072 7 _aBUS
_x058000
_2bisacsh
072 7 _aKJS
_2bicssc
082 0 4 _a658.8001/9
_223
100 1 _aBerčík, J.,
_eauthor.
245 1 4 _aThe use of consumer neuroscience in aroma marketing /
_cJ Berčík, J Gálová, A Pavelka.
264 1 _aLeiden ;
_aBoston :
_bBrill | Wageningen Academic,
_c2021.
264 4 _c©2021
300 _a1 online resource (88 pages) :
_billustrations.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_2rdacarrier
504 _aIncludes bibliographical references and index.
505 0 _tThe use of consumer neuroscience in aroma marketing /
_rJ. Bercík, J. Gálová, and A. Pavelka.
520 _aSmell 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.
546 _aEnglish
588 _aDescription based on print version record.
650 0 _aScent as a marketing device.
650 0 _aSmell
_xPsychological aspects.
776 0 8 _iPrint version:
_tThe use of consumer neuroscience in aroma marketing.
_dLeiden ; Boston : Brill | Wageningen Academic, 2021.
_z9789086863761
_w(OCoLC)1289252697
856 4 _zDOI:
_uhttp://dx.doi.org/10.3920/978-90-8686-928-2
999 _c38155
_d38155