Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food
| Autor: | Katarína Neomániová, Jakub Berčík, Jana Gálová, Anna Mravcová |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2021 |
| Předmět: |
Technology
QH301-705.5 QC1-999 Subject (philosophy) 050109 social psychology Affect (psychology) emotions consumer neuroscience Argument 0502 economics and business Selection (linguistics) 0501 psychology and cognitive sciences General Materials Science Biology (General) Marketing QD1-999 Instrumentation Fluid Flow and Transfer Processes aromachology Physics Process Chemistry and Technology 05 social sciences General Engineering Cognition retail Engineering (General). Civil engineering (General) Computer Science Applications Chemistry Unique selling proposition Order (business) 050211 marketing Business TA1-2040 Consumer neuroscience |
| Zdroj: | Applied Sciences Volume 11 Issue 15 Applied Sciences, Vol 11, Iss 6692, p 6692 (2021) |
| ISSN: | 2076-3417 |
| DOI: | 10.3390/app11156692 |
| Popis: | Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store. |
| Databáze: | OpenAIRE |
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