"Olfaction is closely connected to brain regions responsible for emotion and memory. This study clearly shows, through EEG data, how the harmony between fragrance and brand image creates meaningful differences in consumers' emotional responses and memory formation."
Sungkyunkwan University researchers used EEG technology to measure how fragrance affects consumer emotions, memory, and emotional connections to luxury brands. Led by Professor Jo Woon Chong, the study employed neuroscientific methods rather than traditional surveys, analyzing real-time brain responses to olfactory stimuli. The research demonstrated that scent directly influences brain regions controlling emotion and memory formation. Experiments compared conditions where fragrance aligned with brand image versus misaligned scenarios. Results showed that congruent fragrance and brand image combinations produced measurably different emotional responses and stronger memory formation in consumers, establishing scent as a powerful sensory element in brand experience.
#neuroscience-and-consumer-behavior #fragrance-and-brand-perception #eeg-analysis #luxury-brand-marketing #sensory-marketing
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