Scent vs. brand image: What an EEG study reveals about luxury marketing
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Sungkyunkwan University announced that a research team has identified, through EEG (electroencephalogram) analysis, the impact of “fragrance” on consumers’ emotions, memory, and deep emotional bonds with luxury brands. Going beyond conventional survey-based approaches, this study has drawn significant attention from both academia and industry by employing neuroscientific methods that measure human brain responses in real […]