USE OF ELECTROENCEPHALOGRAPHY AND FACE BIOMETRICS FOR EVALUATION OF CHRISTMAS AROMATIC COMPOUNDS
DOI:
https://doi.org/10.20319/pijss.2019.51.609622Keywords:
Aroma, Consumer Emotions, Consumer Neuroscience, Electroencephalography, Face BiometricsAbstract
The Christmas time is traditionally associated with the purchase of gifts and a specific shopping atmosphere. While we may not perceive it, it is also the result of multiple senses´ influencing at the same time that we either perceive or do not influence affect our mood, decision making, memories and overall feeling of buying. An important component of shopping atmosphere is aromatic air. Although the smell has in terms of perception (human perception) relatively low share in relation to sight or hearing. Its significance mainly lies in impact on memory and creating of associations. The research integrates the measurements of importance to use specific Christmas aromatic compounds for clients and their influence of human sense. Research objects were chosen six samples typical for Christmas time. The main methods needed for obtained data in consumer neuroscience survey were used one biometrics (Facial Biometrics Recognition) and one neuroimaging (mobile Electroencephalograph) techniques in laboratory conditions. Except these, we verified three hypotheses by ANOVA and logistic regression statistics methods. The main goal of this research was a revelation of actual impact on micro emotions, valence, attention, emotional interest, frustration, relaxation, and engagement of clients/consumers.
References
Agarwal, M. V. 2019. An Empirical Study on Consumer Buying Behavior of Selected Hosiery Products. In People: International Journal of Social Sciences. Vol. 5, Issue 1 (2019), 242-253 p. ISSN 2454-5899.
Bell, S., Bell, S. P. 2007. Future Sense: Defining Brands Through Scent. In Journal of the Marketing. [Online]. Available at: http://www.marketing-society.org.uk/About/manifesto/growthdrivers/Documents/ML_Stephen_Bell.pdf. [Accessed: 2019, January 06].
Bradford, Kevin D., Desrochers, Debra M. 2009. The Use of Scents to Influence Consumers: The Sense of Using Scents to Make Cents. Journal of Business Ethics. 90(0): 141-153. [Online]. Available at: https://link.springer.com/content/pdf/10.1007%2Fs10551-010-0377-5.pdf. [Accessed: 2019 January 23].
Cachero-Martínez, S., Vázques-Casielles, R. 2017. Living Positive Experiences in Store: How it Influences Shopping Experience Value and Satisfaction? Journal of Business Economics and Management, 18(3): 537-553. [Online]. Available at:file:///C:/Users/Michaela/Downloads/1210-Article%20Text-2486-1-10-20180412.pdf. [Accessed: 2018, December 03].
Couponsinthenews.com. 2016 „How Does Your Grocery Store Smell? (And Why It Can Make You Spend More)“ [Online]. Available at: http://couponsinthenews.com/2016/11/09/how-does-your-grocery-store-smell-and-why-it-can-make-you-spend-more/. [Accessed: 2018, December 05].
Doucé, L., Janssens, W., Swinnen, G., Van Cleempoel, K. 2014. Influencing consumer reactions towards a tidy versus a messy store using pleasant ambient scents. Journal of Environmental Psychology, 40(0): 351–358. [Online]. Available at: https://www.sciencedirect.com/science/article/pii/S027249441400084X. [Accessed: 2019, Fubruary 04].
Emsenhuber, B. 2009. Scent Marketing: Subliminal Advertising Messages. In Muller J., Holleis P., Schmidt A., May M.. Pervasive Advertising. Lubeck, pp. 28-37.
Gottschalk, I. 2018. Consumer Evaluation of Ambient Scent: The Impact of Pre-information, Environment, and Persuasion Knowledge. International Journal of Retail & Distribution Management, 46(6): 530–544. [Online]. Available at: https://www.emeraldinsight.com/doi/pdfplus/10.1108/IJRDM-04-2017-0085. [Accessed: 2018, December 05].
Herz, P. 2002. In Neurensics, 2008. How to Influence Consumer Behavior? [Online]. Available at: http://www.neurensics.com/influence-consumer-behaviour/. [Accessed: 2019, February 01].
Krishna, A. 2010. Sensory marketing. [Online]. Available at: https://books.google.sk/books?hl=sk&lr=&id=qfKOAgAAQBAJ&oi=fnd&pg=PP1&dq=scent+marketing+hotel&ots=6_FXMbquc5&sig=QqFnZL6oCi3GI-PtHsHGTbL6F2U&redir_esc=y#v=onepage&q=smell%20marketing&f=false. [Accessed: 2019, February 13].
Kurnia, G., Sulistiani, P. B. 2019. Influencing Consumer´s Behavior: Perspective of Information Quality and Consumer Reviews on Airyrooms. In People: International Journal of Social Sciences. Vol. 5, Issue 1 (2019), 254-266 p. ISSN 2454-5899.
Leenders, A.M., Smidts, A., El-Haji, A. 2016. Ambient Scent as a Mood Inducer in Supermarkets: The Role of Scent Intensity and Time-Pressure of Shoppers. [Online]. Available at: https://pdfs.semanticscholar.org/3107/1e3cccf03d7d1927c1be467162b3f845acef.pdf [Accessed: 2018, December 06].
Lindstrom, M. 2005. Broad Sensory Branding. Journal of Product & Brand Management, 14(2): 84–87. [Online]. Available at: https://www.emeraldinsight.com/doi/abs/10.1108/10610420510592554. [Accessed: 2018, December 03].
Orvis, G. 2016. The Science of Smell: How Retailers Can Use Scent Marketing to Influence Shoppers. Shopify blogs. [Online]. Available at: https://www.shopify.com/retail/the-science-of-smell-how-retailers-can-use-scent-marketing-to-make-more-sales. [Accessed: 2018, December 03].
Pierański, B., Borusiak, B., Horská, E. 2018. The Wine Market - An Empirical Examination of In-Store Consumer Behaviour. In: Potravinárstvo. Vol. 11, no. 1 (2017), 739-746 p. ISSN 1337-0960.
Randhir, R., Latasha, K., Tooraiven, P., Monishan, B. 2016. Analyzing the Impact of Sensory Marketing on Consumers: A Case Study of KFC. Journal of US-China Public Administration, 13(4): 278-292. [Online]. Available at: http://www.davidpublisher.com/Public/uploads/Contribute/57c79ce84f401.pdf. [Accessed: 2019, February 10].
Sweeney, M. S. 2009. Brain: The Complete Mind. National Geographic. 352 p. ISBN 978-1426205477. [Online]. Available at: https://www.amazon.com/Brain-Complete-Develops-Works-Sharp/dp/1426205473. [Accessed: 2018, December 05].
Schutte, S. 2016. The Importance of Scent Marketing for Retail and Hospitality Sectors. [Online]. Available at: https://realbusiness.co.uk/the-importance-of-scent-marketing-for-retail-and-hospitality-sectors/. [Accessed: 2018, December 03].
Šedík, P., Horská, E. 2018. Consumer Sensory Evaluation of Honey Across Age Cohorts in Slovakia. In: Potravinárstvo. Vol. 12, no. 1 (2018), 673-679 p. ISSN 1337-0960.
Štefániková, J., Martišová, P., Čanigová,M., Vietoris, V. 2018. Use of Electronic Nose for Detection of Aromatic Profile of Parenica from Slovakia. In: Recenzovaný zborník vedeckých prác Slovenskej spoločnosti pre poľnohospodárske, lesnícke, potravinárske a veterinárske vedy pri Slovenskej akadémii vied, pobočka Nitra (Reviewes papers book of Slovak company for agricultural, forestry, food and veterinary sciences in Slovak akademy of science, branch Nitra). Nitra: Slovak univerzity of agriculture. 361-367 p. ISBN 978-80-552-1921-9.
Tarczydlo B. 2013. Metodyka Ksztaltowania Wizerunku Marki. Rozprawy. Monografie, No. 298, Crakow: Wydawnictwa AGH, 16-20 p.
Vlahos, J. 2007. Scent and Sensibility. [Online]. Available at: https://www.nytimes.com/2007/09/09/realestate/keymagazine/909SCENT-txt.html. [Accessed: 2018, December 06].
Zaltman, G. 2003. How Consumers Think: Essential Insights into the Mind of the Market. [Online]. Available at: https://media.imaxws.com/912/howcustomersthink.pdf. [Accessed: 2019, January 06].
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2019 Authors
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
