The Impact of Aromas on Consumers' Emotions: Conscious and Unconscious Evaluation

Abstract

At present, aromas are increasingly used in multisensory in-store communication to create a more enjoyable purchasing environment that can influence consumer emotions, behaviour and decision-making. We often do not realise the power of an aroma's influence on our mood, but its influence at the point of sale makes sense, of course, if it is used correctly. It is possible to monitor the impact of aromas on consumers' emotions in a variety of ways, whether through classical research methods implemented at a conscious level or through more advanced methods. Obtaining more accurate data on consumers' emotions in this way makes it possible to create a purchasing atmosphere that contributes to increased sales and, ultimately, profit. This paper explores the impact of aromas on consumers' emotions by applying different research methodologies, with the place of implementation being the real-world conditions of the selected retail establishment. The evaluation of the data obtained in the aromatisation and non-aromatisation periods confirmed that the importance attributed to aroma marketing in commercial establishments is well founded. At the same time, by comparing the results, we have identified differences in the conscious and unconscious evaluation of the impact of aromas on consumers' emotions, confirming the practical importance of implementing and using various techniques in research.