Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

The Impact of Background Scent on Consumer Attention and Arousal During a Binary Choice Task: A Neuromarketing Study

Published: May 27, 2020


Athanasios Gkaintatzis, Athens University of Economics and Business ; Kalypso Karantinou, Athens University of Economics & Business; Efthymios Constantinides, University of Twente; Rob van der Lubbe, University of Twente


Neuromarketing; Electroencephalogram (EEG); Scent


Environmental stimulation affects consumers physiologically, cognitively, emotionally and behaviorally. Variation of stimuli is described as environmental load. The paper aims to investigate the effect of scent-induced load on consumer’s attention and arousal. Using electroencephalography (EEG) in combination with electrooculography (EOG) and electrodermal activity (EDA) in a lab experimental design, participants were asked to choose between two equivalent versions of consumer products in three different environmental conditions: one with an arousing peppermint scent, one with a relaxing lavender scent and one without background scent. During this binary choice task, consumers’ attention and arousal were measured via posterior controlateral negativity (PCN). The results of this on-going research are expected to advance our knowledge on the impact of scent on consumer behavior and resolve certain inconsistencies in previous scentscape research by employing neuromarketing methods.