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

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.