Packaging is a critical aspect of the marketing offer, with many implications for the multi-
sensory customer experience. It can affect attention, comprehension of value, perception of …

Marketing and smart technologies Smart Innovation, Systems and Technologies 386 José Luís
Reis Jiří Zelený Beáta Gavurová José Paulo Marques dos Santos Editors Marketing and Smart …

TV Ads are still considered as one of the most expensive cost in a particular promotional
activity, hence it needs to be effective in accordance to its viewer neuropsychological …

The purpose of this paper is to advance the theory and contribute to the practice of luxury
perfumes' shelf management by decoding the relationship between attention on the shelf …

This paper demonstrates that the typical digital phenomenon of ephemeral marketing can
also appear in the case of food when triggering multiple senses, such as smell and taste …

This chapter explores the role of sensory marketing in modern brand building, focusing on
how engaging the five senses—sight, sound, smell, touch, and taste—creates stronger …

Ambalaj tüketicilerin beklentilerini, algılarını, satın alma niyetini ve tercihlerini etkilemede
önemli bir unsurdur. Bu çalışmanın amacı, ambalajın görsel uyarıcılarının tüketicilerin …

En el contexto actual, comprender la mente de los consumidores supone un aspecto vital
para el desarrollo de estrategias publicitarias eficaces. Es entonces cuando analizar la …

Traveling allows humans to explore and build civilizations. It has become much easier with
globalization but, interestingly, the motivations and stimuli of travelers have not changed …

La presente investigación se realiza a fin de conocer el nivel de impacto del neuromarketing
dentro de la delimitación espacial seleccionada, debido a su importancia para reconocer el …