Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services
Abstract
:1. Introduction
2. Materials and Methods
- 1.
- Articles written in English;
- 2.
- Articles published since 2005 and before May 2021;
- 3.
- Articles from peer-reviewed scientific journals or conference proceedings;
- 4.
- Articles focused on the area of scent marketing in various segments of services;
- 5.
- Articles related to aroma and neuroscience;
- 6.
- Articles including experimental design;
- 7.
- Articles in short or full version (not only an editorial or abstract).
3. Results and Discussion
3.1. Potential of Consumer Neuroscience for Aroma Marketing
3.2. Importance of Aroma Marketing in Various Segments of Services
3.3. Gastro Sector
3.4. Traveling and Travel Agencies
3.5. Telecommunication Companies and IT Industry
3.6. Aromatization in Medical Facilities
3.7. Aromatization in Cultural Facilities
3.8. Aromatization in Hotels
3.9. Aromatization in Financial Services
4. Conclusions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Neuromarketing Measures | |||
---|---|---|---|
Body Measures | Brain Measures | ||
Somatic (SNS) measures | Automatic (ANS) measures | Blood flow measures | Electrical measures |
Facial expressions | Electrodermal activity (EDA) | Blood oxygenation (fMRI) | Electrical fields (EEG) |
Facial muscle movements | Heart rate | Positron emissions (PET) | Magnetic fields (MEG) |
Eye movements and fixations | Blood pressure | - | - |
Eye blinks and the startle reflex | Respiration | - | - |
Behavioral response times | Pupil dilation | - | - |
Authors/Year | Environment | Scent | Research Techniques | Subjects | Measures |
---|---|---|---|---|---|
Errajaa et al. (2020) | Restaurants, cafés, hotels | Congruent scent | Traditional | Not reported | Guest satisfaction—brand image |
Girard et al. (2019) | Railways | Pleasant ambient scent | Traditional | 330 customers—pre-test; 204 customers—1. experiment test and 100 + 74 customers 2. Experiment | Ambient scents’ positive long-term and aftereffects on consumers’ situational service perception through the survey |
Berčík et al. (2016) | Restaurant | Crunchy bread, chicken soup | Traditional | Not reported | Increase in sales of paninis was examined |
Spence (2015) | Restaurant/food and beverage sector | Appropriate product aromas | Traditional | Many experiments analyzed | Examining of the various fields of this segment |
Kumamoto and Tedjakusuma (2013) | Business | Orange scent | Traditional | 2 studies—45 surveyed students, 69 interviewed shoppers | The feasibility of scent as an effective promotional tool for business |
Goldkuhl and Styvén (2007) | Services | Not reported | Not reported | Not reported | Examining various fields of this segment |
Berčík et al. (2020) | Services | Coffee house | Neuroscience | 8 respondents in laboratory and 50 respondents in café | Examining various fields of this segment and the economic impact |
Berčík et al. (2020) | Services | Not reported | Traditional | - | Examining various fields of this segment and the economic impact |
Randiwela and Alahakoon (2016) | Restaurants | Food aromas | Traditional | Survey—300 respondents and several in-depth interviews | Surveys to examine the impact of sensory marketing elements on perceived quality and brand loyalty in restaurants |
Randhir et al. (2016) | Restaurants | KFC food aroma | Traditional | 133 respondents | Survey—impact of scent on customers |
Hussain (2018) | Fast-food restaurants | Restaurant food aromas | Traditional | 300 respondents | Survey—impact of aromas on customers |
Hussain and Azeem (2019) | Restaurants | Restaurant food aromas | Traditional | 1600 respondents | Survey—impact of aromas on customers—spent time and higher consumption |
Camilleri and Mizzi (2020) | Restaurants | Lavender and citrus aromas | Traditional | Observation of customers | Scents’ impact on a customer’s dining experience in terms of money and length of time spent in mid-range restaurants in Malta |
Guéguen and Petr (2005) | Restaurants | Lavender and lemon aromas | Traditional | Observation of customers | Scents’ impact on a customer’s dining experience in terms of money and length of time spent |
Isacsson, Alakoski and Bäck (2009) | Tourism | Pinewood resin scent, fresh linen | Traditional | Did not report the exact number of respondents | Exploring the effects of ambient scent in combination with film and sound on sales of excursions |
Kuczamer-Kłopotowska (2017) | Tourism | Not reported | Not reported | Not reported | Positive impact of smell and other senses onto the customers |
Gosain and Sajwan (2014) | IT industry | Not reported | Not reported | Not reported | Positive usage of the scent in various spheres of the IT industry—digitalization of the smell |
Darabi and Mirabi (2018) | Mobile industry | Natural scent | Traditional | 150 clients of one of the customer service offices of the mobile operators | The effect of the ambient scent on feelings of comfort, perception of waiting time, loyalty, and charming sensation |
Proserpio (2017) | Restaurants | Beef, chocolate, melon, cucumber | Traditional | 87 female participants | Investigating food intake, saliva production, and appetite in response to ambient odor |
Gaillet et al. (2013) | Restaurants | Melon, pear | Traditional | Two experiments—58 + 70 participants | Examining whether an olfactory food cue could have an impact on food choices |
Lehrner et al. (2005) | Dental office | Orange, lavender | Traditional | 200 respondents (18–77 years) | Examining whether ambient odors could reduce anxiety and improve mood in patients waiting for dental treatment |
Naja, Bree and Zaichowsky (2012) | Pediatric department | Exotic fruit, citrus fruit | Traditional | 61 participants (children 8–12 years + parents + staff) | Investigating evaluations of a service experience and perceptions of personal wellness in response to ambient odor |
Fenko and Loock (2014) | Plastic surgeon | Lavender | Traditional | 117 participants (14–88 years) | The effect of the ambient scent on patient’s anxiety, evaluation of the waiting environment, and perceived waiting time |
Cirrincione, Estes and Caru (2014) | Virtual exhibition | Talcum, citrus | Traditional | 86 participants | Investigating perceived valence, arousal, and remembering of artworks in response to ambient odor |
Vega-Gómez et al. (2020) | Museum | Clean clothes scent, scent of apple pie, scent of aftershave | Traditional | 234 participants | Investigating influence of scent on perceptions and evaluations, as well as on the intentions to revisit the institution |
Verissimo and Pereira (2013) | Cinema complex | Not reported | Traditional | 407 participants (14–81 years) | Examining whether scent could produce positive differences in the evaluation of the theater, its environment, and intention to return |
Lwin and Morrin (2012) | Simulated movie theater setting | Rose/sandalwood | Traditional | 100 female participants | Effects of multisensory cues on brand evaluation and advertising recall |
Anguera-Torrell et al. (2021) | Hotels’ private areas | Lavender | Neuroscience | 99 participants | Examining whether ambient scent in a hotel guest room can elicit positive emotions in customers |
Chatterjee (2015) | Hotel | White tea | Traditional | 230 participants | Investigating influence of scent on attention, experience, and revisiting intention |
Denizci Guillet, Kozak and Kucukusta (2019) | Hotel | Combination of ginger flower, peace lily, tuberose, lemongrass, vanilla | Traditional | 326 participants | Scents’ impact on guests’ emotional states |
Ali and Ahmed (2019) | Hotel | Not reported | Traditional | 400 respondents | The effect of sensory marketing on hotel market share |
McDonnell (2007) | Financial services | Lavender, blended with sagebrush and nutmeg | Traditional | 607 participants | Examining whether music and scent could increase customer satisfaction among customers kept waiting in a line and reduce queue rage |
Yao, Song and Vink (2021) | Aircraft cabin | Lavender, cedar, mandarin | Traditional | 276 university students | The effect of scent on the perceived comfort of an environment |
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Berčík, J.; Neomániová, K.; Mravcová, A.; Gálová, J. Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services. Appl. Sci. 2021, 11, 7636. https://doi.org/10.3390/app11167636
Berčík J, Neomániová K, Mravcová A, Gálová J. Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services. Applied Sciences. 2021; 11(16):7636. https://doi.org/10.3390/app11167636
Chicago/Turabian StyleBerčík, Jakub, Katarína Neomániová, Anna Mravcová, and Jana Gálová. 2021. "Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services" Applied Sciences 11, no. 16: 7636. https://doi.org/10.3390/app11167636
APA StyleBerčík, J., Neomániová, K., Mravcová, A., & Gálová, J. (2021). Review of the Potential of Consumer Neuroscience for Aroma Marketing and Its Importance in Various Segments of Services. Applied Sciences, 11(16), 7636. https://doi.org/10.3390/app11167636