The effect of sensory marketing from the perspective of neuromarketing

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F20%3A%230000652" target="_blank" >RIV/04274644:_____/20:#0000652 - isvavai.cz</a>

Result on the web

<a href="https://www.grantjournal.com/issue/0901/PDF/0901tichy.pdf" target="_blank" >https://www.grantjournal.com/issue/0901/PDF/0901tichy.pdf</a>

DOI - Digital Object Identifier

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Result language

čeština

Original language name

The effect of sensory marketing from the perspective of neuromarketing

Original language description

The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.

Czech name

The effect of sensory marketing from the perspective of neuromarketing

Czech description

The aim of the survey was to find out by which sensory organ the most emotional reactions are evoked within the subjective evaluation of the product. The set goal was fulfilled by neuromarketing research with the help of several biomedical methods. This involved monitoring of brain activity using EEG, by which not only the emotional response was determined, but also the degree of attention that the respondent paid to the tested product. In addition to the EEG method, the respondents were monitored for skin surface temperature, cardiac activity – blood volume pulse (BVP) and galvanic skin resistance (GSR). The research also included a questionnaire survey, where respondents assessed using a numerical scale to what extent the tested product emotionally appealed to them. The neuromarketing data showed that the emotional reactions to the tested product were manifested by the visual and olfactory effects of the product. However, in the subsequent questionnaire evaluation after the end of data collection, the respondents perceived the tested product most emotionally through sight, smell and touch.

Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50101 - Psychology (including human - machine relations)

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2020

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

GRANT Journal

ISSN

1805-062X

e-ISSN

1805-0638

Volume of the periodical

9

Issue of the periodical within the volume

1

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

4

Pages from-to

77-80

UT code for WoS article

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EID of the result in the Scopus database

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