emotions is described. It starts with a general overview of the role of scents in marketing and the use of neuroscience tools … in monitoring the impact of the stimuli on consumer emotions. Tools used by the authors are a consumer neuroscience tool … obtained, and how the effect on consumer emotions was determined. 'The use of consumer neuroscience in aroma marketing …

Although it is still controversial, neuromarketing remains the most promising area of marketing. Basically, the goal of … neuromarketing is to study how human brain is affected by marketing stimuli. In neuromarketing, brain activity can be monitored and … electroencephalography (EEG). The idea of relying on neuromarketing is largely celebrated today because of the widely acknowledged fact that …

today are using neuromarketing primarily because of the competitive advantage this methodology offers. This study uncovers … concludes with a discussion on the professional challenges and ethical issues in neuromarketing and recommendations on the way …