Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba
Olfactory marketing is a current trend that arises from sensory marketing and neuromarketing, which creates sensory experiences through smell, with certain aromas within the points of sale, in order to influence a consumer’s association toward a product or a brand and thus the profitability of the...
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| Format: | Article |
| Language: | Spanish |
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Knowledge E
2022-06-01
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| Series: | ESPOCH Congresses |
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| Online Access: | https://knepublishing.com/index.php/espoch/article/view/11601 |
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| author | Andrea Alexandra Paca Quispillo Diana Lisbeth Guevara Narváez Jorge Antonio Vasco Vasco Carlos Fernando Veloz Navarrete |
| author_facet | Andrea Alexandra Paca Quispillo Diana Lisbeth Guevara Narváez Jorge Antonio Vasco Vasco Carlos Fernando Veloz Navarrete |
| author_sort | Andrea Alexandra Paca Quispillo |
| collection | DOAJ |
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Olfactory marketing is a current trend that arises from sensory marketing and neuromarketing, which creates sensory experiences through smell, with certain aromas within the points of sale, in order to influence a consumer’s association toward a product or a brand and thus the profitability of the company. Sensory marketing focuses on the correct use of the senses and the management of emotions, which positively favors the sale of a product or service. Olfactory perception is the first sensory system that produces emotions when it receives a stimulus and stays longer in memory. The current research analyzes a specific aroma used in boutiques to increase the association of the brand with the consumer's memory. A neurosensory instrument called electroencephalogram was used to determine the cognitive fluency of the aroma. The equipment records the electrical activity of the brain, these impulses generate levels of meditation and attention before the influence of an aroma.
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| format | Article |
| id | doaj-art-a79ce96752834307846313f21f9bc46a |
| institution | Kabale University |
| issn | 2789-5009 |
| language | Spanish |
| publishDate | 2022-06-01 |
| publisher | Knowledge E |
| record_format | Article |
| series | ESPOCH Congresses |
| spelling | doaj-art-a79ce96752834307846313f21f9bc46a2025-01-15T10:19:29ZspaKnowledge EESPOCH Congresses2789-50092022-06-012210.18502/espoch.v2i2.11601Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of RiobambaAndrea Alexandra Paca Quispillo0Diana Lisbeth Guevara Narváez1Jorge Antonio Vasco Vasco2Carlos Fernando Veloz Navarrete3Investigadora independiente, Ingeniera en Marketing, Riobamba, EcuadorInvestigadora independiente, Ingeniera en Marketing, Riobamba, EcuadorEscuela Superior Politécnica de Chimborazo [ESPOCH], Facultad de Administración de Empresas, Grupo de Investigación Innova MKT, Riobamba, EcuadorEscuela Superior Politécnica de Chimborazo [ESPOCH], Facultad de Administración de Empresas, Grupo de Investigación Innova MKT, Riobamba, Ecuador Olfactory marketing is a current trend that arises from sensory marketing and neuromarketing, which creates sensory experiences through smell, with certain aromas within the points of sale, in order to influence a consumer’s association toward a product or a brand and thus the profitability of the company. Sensory marketing focuses on the correct use of the senses and the management of emotions, which positively favors the sale of a product or service. Olfactory perception is the first sensory system that produces emotions when it receives a stimulus and stays longer in memory. The current research analyzes a specific aroma used in boutiques to increase the association of the brand with the consumer's memory. A neurosensory instrument called electroencephalogram was used to determine the cognitive fluency of the aroma. The equipment records the electrical activity of the brain, these impulses generate levels of meditation and attention before the influence of an aroma. https://knepublishing.com/index.php/espoch/article/view/11601marketingolfactory marketingneuromarketingelectroencephalograma |
| spellingShingle | Andrea Alexandra Paca Quispillo Diana Lisbeth Guevara Narváez Jorge Antonio Vasco Vasco Carlos Fernando Veloz Navarrete Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba ESPOCH Congresses marketing olfactory marketing neuromarketing electroencephalograma |
| title | Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba |
| title_full | Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba |
| title_fullStr | Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba |
| title_full_unstemmed | Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba |
| title_short | Psychology of Smell: Its Influence on the Consumer in the Boutiques of the City of Riobamba |
| title_sort | psychology of smell its influence on the consumer in the boutiques of the city of riobamba |
| topic | marketing olfactory marketing neuromarketing electroencephalograma |
| url | https://knepublishing.com/index.php/espoch/article/view/11601 |
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