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Consumer Neuroscience As a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food

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Consumer Neuroscience As a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food applied sciences Article Consumer Neuroscience as a Tool to Monitor the Impact of Aromas on Consumer Emotions When Buying Food Jakub Berˇcík 1, Katarína Neomániová 1,*, Jana Gálová 2 and Anna Mravcová 3 1 Department of Marketing and Trade, Faculty of Economics and Management, Slovak University of Agriculture, 949 76 Nitra, Slovakia; [email protected] 2 Center for Research and Educational Projects, Faculty of Economics and Management, Slovak University of Agriculture, 949 76 Nitra, Slovakia; [email protected] 3 Department of Social Science, Faculty of Economics and Management, Slovak University of Agriculture, 949 76 Nitra, Slovakia; [email protected] * Correspondence: [email protected] Abstract: Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we Citation: Berˇcík,J.; Neomániová, K.; recommend options for the effective selection and implementation of aromatisation of different Gálová, J.; Mravcová, A. Consumer Neuroscience as a Tool to Monitor the premises, by which the retailer can achieve not only a successful form of in-store communication, but Impact of Aromas on Consumer also an increase the retail turnover of the store. Emotions When Buying Food. Appl. Sci. 2021, 11, 6692. https://doi.org/ Keywords: consumer neuroscience; aromachology; emotions; retail 10.3390/app11156692 Academic Editor: Alessandro Genovese 1. Introduction The retail sector has undergone massive changes over the last few years, mainly due to Received: 23 June 2021 the development of new technologies; this is not the case for the two primary objectives of Accepted: 20 July 2021 retail strategy, which are to provide a shopping experience and bring value to the customer Published: 21 July 2021 regardless of which trading channel they use. The building and creation of a unique USP sales argument (unique selling proposition) ensures differentiation from competition in the Publisher’s Note: MDPI stays neutral form of added value so that the customer ultimately decides to visit the store or purchase with regard to jurisdictional claims in the product. There are several ways to achieve higher product sales or services by involving published maps and institutional affil- human senses. One option is to provide a pleasant shopping environment atmosphere. iations. In addition to interior and exterior equipment, design, staff, the arrangement of goods, lighting, sounding (noise) and, last but not least, the smell and/or air quality, which appears to be the most important environmental factor at the point of sale on the basis of the research that has been conducted so far, while the aroma is also of particular importance Copyright: © 2021 by the authors. to people’s memory. A pleasant atmosphere due to a well-selected aroma, whether it be Licensee MDPI, Basel, Switzerland. in a shop or in the workplace or a public space, can fundamentally influence the overall This article is an open access article perception of people, which will ultimately also affect economic results. Thanks to an distributed under the terms and innovative interdisciplinary approach using consumer neuroscience tools, it is possible to conditions of the Creative Commons Attribution (CC BY) license (https:// get a detailed view of the real emotions of a person through the influence of individual creativecommons.org/licenses/by/ aromas. In this way, it is possible to choose an aroma that will positively contribute to 4.0/). Appl. Sci. 2021, 11, 6692. https://doi.org/10.3390/app11156692 https://www.mdpi.com/journal/applsci Appl. Sci. 2021, 11, 6692 2 of 17 improving the perception of the environment of not only customers but also of employees as well. 1.1. Unique Selling Proposition In a challenging competitive environment, in addition to effective communication at the point of sale, it is necessary to emphasise the benefits of a USP (unique selling proposition). AUSP can be defined as dramatically improving product placement and sales. The USP identification process helps to focus on the key benefits that help sell products or services and contribute to profits [1]. We can say that the USP (sometimes also called the unique selling point) is an important marketing concept that can be understood as the one element that differentiates a particular product or brand from others in the market, and it is understood as the reason why the product shall be bought or why it is better than other products are. It belongs to a company’s overall marketing strategy, and it needs to be strong enough that it has the power to reach masses and also gain new customers [2]. According to [3], when applied correctly, the USP can greatly support positive brand perception and can increase product name value. Of course, nowadays, in an environment that is overcrowded by competition in different markets, it is much more difficult to procure such a strategy and underline such a special benefit for products or brands. 1.2. Aromachology Aromachology is a young scientific discipline that examines the effects of fragrances across a range of human feelings [4]. Specific obtained results confirm that inhaling aromas may elicit relaxation, sensuality, happiness, or exhilaration [5–7]. We can agree with [7] that aromachology is increasingly used for monitoring employee performance and consumer behaviour in various places, and it is based on scientific research that examines the psycho- logical effects of natural and synthetic scents on humans. As a science, aromachology is strongly interconnected with the marketing field. Aroma marketing (also known as scent marketing or olfactory marketing) is still a relatively weakly researched field, however, it can play an enormous role in supporting shopping processes and human behaviour, as smell has an advantage over other senses because it can immediately stimulate human emotions. Using aromas, marketers can create a connection with customers at a deeper emotional level and provide them with an unforgettable experience [8]. The main goal of aroma marketing is the creation of the pleasant atmosphere in order to encourage cus- tomers to stay in stores longer to buy more products and raise consumption [9]. It relies on the neuropsychological processing of olfactory stimuli in the human brain [10]. Mell per- ception varies, and it involves many factors, including individual preferences. Therefore, the most important thing is to find those aromas that will attract as many potential people as possible [11]. As Ref. [12] claims, through this, aroma marketing becomes an essential part of marketing communication. We can also agree that the positive results resulting from the use of aroma in a business environment suggest that customer satisfaction can be increased through the thoughtful manipulation of ambient stimuli [13]. 1.3. Consumer Neuroscience Consumer neuroscience is an interdisciplinary area that combines the knowledge of several disciplines, trying to study how the human brain responds to external marketing impulses/stimuli [14]. It combines knowledge from neurology, psychology, economics, and information technologies with the help of modern tools, examining emotions that affect con- sumer behaviour [15,16]. Neuromarketing examines the mind and brain of the consumer and is able to bring his/her needs and views closer to a particular company, advertisement, or product. Advanced methods related to neuromarketing will reveal which parts of the brain are active in the reaction to stimuli and determine what emotions they produce in the consumer [17]. We can state that consumer neuroscience has an important place in the marketing field. We agree with Plassmann et al. [18] that consumer neuroscience research has made huge developments in identifying the basic neural processes underlying human Appl. Sci. 2021, 11, 6692 3 of 17 judgment and decision making. Concretely, consumer neuroscience research applies tools and theories from neuroscience to better understand decision making and entire network of related processes. Therefore, it has created extensive interest in marketing and its associ- ated disciplines [19–23]. Within the focus on research and the understanding of the mind and behaviour of the consumer, the main purpose of neuromarketing is to transfer insights from neurology to research on consumer behaviour by applying neuroscientific methods to marketing relevant problems [24]. Therefore, neuromarketing is understood as a marketing strategy that is connected to the subconscious, emotional aspect of the customer, and it then aims to create an unbreakable bond with the customer and the product [25]. Consumer neuroscience can therefore help and support research in the field of
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