The Application of Consumer Neuroscience in Evaluating the Effect of Aroma Marketing on Consumer Preferences in the Food Market

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2021-11-15 DOI:10.1080/08974438.2021.1989102

J. Berčík, J. Gálová, V. Vietoris, J. Paluchová

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引用次数: 5

Abstract

Abstract Technologies that affect humans through autonomous physiological functions are nothing remotely new. A lot of research, observations and studies around the world have shown that various smells have an impact on people's changing moods, preferences, and emotions. This study, however, integrates subjective association of preference projection and objective measurements with a mobile electroencephalograph and facial recognition technology under controlled conditions in a laboratory of consumer studies to compare the impact of selected aromatic compounds for restaurants on the emotional response of respondents, as well as explicit evaluation of the selected aroma type under real conditions in order to verify targeted impact on the choice or preference of a particular food type. The paper highlights innovative approaches to assessing the impact of aromas on consumer preferences under laboratory and real conditions measured by objective parameters, as well as the importance of air quality that can cause completely opposite effects.

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消费者神经科学在评价香气营销对食品市场消费者偏好影响中的应用

通过自主生理功能影响人类的技术并不是什么新鲜事。世界各地的大量研究、观察和研究表明，各种气味会影响人们不断变化的情绪、偏好和情绪。然而，这项研究在消费者研究实验室的受控条件下，将偏好投影和客观测量的主观关联与移动脑电图仪和面部识别技术相结合，以比较餐厅选择的芳香族化合物对受访者情绪反应的影响，以及在真实条件下对所选择的香气类型进行明确评估，以验证对特定食物类型的选择或偏好的有针对性的影响。该论文强调了在实验室和真实条件下，通过客观参数来评估香气对消费者偏好的影响的创新方法，以及可能导致完全相反影响的空气质量的重要性。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.