000 | 02747nam a22004458i 4500 | ||
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001 | BRILL9789086869282 | ||
003 | nllekb | ||
005 | 20240508114001.0 | ||
006 | m d | ||
007 | cr un uuuua | ||
008 | 231017s2021 gw sb 001 0 eng d | ||
020 |
_a9789086869282 _q(electronic book) |
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020 |
_z9789086863761 _q(print) |
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024 | 7 |
_a10.3920/978-90-8686-928-2 _2DOI |
|
035 | _a(OCoLC)1289368318 | ||
040 |
_aNL-LeKB _cNL-LeKB _erda |
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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. |
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264 | 4 | _c©2021 | |
300 |
_a1 online resource (88 pages) : _billustrations. |
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336 |
_atext _btxt _2rdacontent |
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337 |
_acomputer _bc _2rdamedia |
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338 |
_aonline resource _2rdacarrier |
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504 | _aIncludes bibliographical references and index. | ||
505 | 0 |
_tThe use of consumer neuroscience in aroma marketing / _rJ. Bercík, J. Gálová, and A. Pavelka. |
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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. |
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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 |