The appearance of food provides certain expectations regarding the harmonization of taste, delicacy, and overall quality, which subsequently affects not only the intake itself but also many other features of the behavior of customers of catering facilities. The main goal of this article is to find out what effect the visual design of food (waffles) prepared from the same ingredients and served in three different ways—a stone plate, street food style, and a white classic plate—has on the consumer’s preferences. In addition to the classic tablet assistance personal interview (TAPI) tools, biometric methods such as eye tracking and face reading were used in order to obtain unconscious feedback. During testing, air quality in the room by means of the Extech device and the influence of the visual design of food on the perception of its smell were checked. At the end of the paper, we point out the importance of using classical feedback collection techniques (TAPI) and their extension in measuring subconscious reactions based on monitoring the eye movements and facial expressions of the respondents, which provides a whole new perspective on the perception of visual design and serving food as well as more effective targeting and use of corporate resources.

In the current era of a strongly competitive business environment, it is more difficult for companies to attract customers. Consumer neuroscience has growing potential here, as it reveals internal consumer preferences by using innovative methods and tools, which can effectively examine consumer behavior and attract new customers. In particular, smell has a great ability to subconsciously influence customers and, thus, support profitability. This paper examines the importance of consumer neuroscience and its modern technologies used for exploring human perceptions to influence customers and benefit from the aromatization of business spaces. We focused our analysis on various service sectors. Despite the potential of the examined issue, there are a limited number of studies in the field of service providers that use neuroscience tools to examine the effect of aromas on human emotions. Most studies took place in laboratory conditions, and the used methodological procedures varied widely. Our analysis showed that, in spite of the positive impact of aromatization in the majority of aromatized spaces, service companies still do not use the potential of consumer neuroscience and aroma marketing to a sufficient degree. Innovative methods and tools, in particular, are still very underused.

There are several ways to get higher sale involving human senses too. One of the options is a security of stimulating atmosphere of sale/ business environment. In addition to equipment, design and staff, the lighting, sound (noise), and last ones but not least smell, respectively air quality significantly take part on that. Aroma is the element that inherently belongs to the visual merchandising tools. It can influence not only emotions, memory, but total customers´ satisfaction and preferences as well as spending time in that place. In this context, it is important to find right compromise when choosing the aromatic compounds for various products, in the process of their application (intensity, process of aromatization) and security of sufficient air quality, because everybody perceives the odours with different sensitivity. Properly chosen smell and factors of air quality bring for business operators (services trades) many advantages; from staff, who more relax and friendly behave to the guests until making of various associations and stimulations of customers, who spend time inside of service. Fragrance or air quality looks like based on of present researches as the most important factor directly on point-of-sale, while aroma acquires the importance in case of memory too. On the one side, the thinks, which are seen or heard by customers, could be memorized by them few days or weeks, so on the second side, the thinks which are smelled, could be memorized by guests many decades. Except this, the Scientifics studies show, that over 75 % of all emotions are generated based on scent´ perception. The main aim of this paper is a research, how aroma influences customer purchasing decision (preferences) in chosen service provider through the tracking of daily sales of baked baguettes (Paninis) with using of aroma equipment; Aroma Dispenser.

Building a unique USP sales argument (unique selling proposition) through various forms of in-store communication comes to the fore in a challenging competitive environment. Scent as a means to influence the purchase of goods or services has a long history, however, aromachology as field of in-store communication is a matter of the present. This new trend, the importance and use of which has grown in recent years, is the subject of a wide range of research. In order to increase the efficiency of these elements, it is necessary to familiarise ourselves with the factors that affect the customer, whether that be consciously or unconsciously. Consumer neuroscience is addressed in this area. This paper deals with the comprehensive interdisciplinary investigation of the impact of selected aromatic compounds on consumer cognitive and affective processes as well as assessing the effectiveness of their implementation in food retail operations. At the end of the paper, we recommend options for the effective selection and implementation of aromatisation of different premises, by which the retailer can achieve not only a successful form of in-store communication, but also an increase the retail turnover of the store.

The point of purchase is considered to be one of the few communication channels that is not yet saturated, and it has a relatively large potential for the future. A pleasant smell is also part of the shopping atmosphere. How smell affects customer behaviour and purchasing decisions is addressed by a relatively young scientific field, one of the existing kinds of sensory marketing—aroma marketing, otherwise called aromachology. Smell has mainly a subconscious influence; therefore, its examination is appropriate to be carried out using consumer neuroscience tools. This paper examined the perception of the shopping atmosphere in Slovak grocery shops and comprehensive interdisciplinary research on the impact of selected aromatic compounds on the cognitive and affective processes of the consumer, as well as the evaluation of the effectiveness of their implementation in food retail establishments. At the end of the paper, we recommend the possibilities of effective selection and the implementation of aromatisation of different premises, by which the retailer can achieve not only a more positive perception of the shopping atmosphere, but also an increase in retail turnover in individual sales sections.

Subliminal audio stimulation: A theoretical overview of effects and mechanisms influencing perception. Subliminal audio stimulation, which uses sounds at a level of consciousness unobserved, has the potential to influence perception, behavior and emotional response in individuals. This article offers a theoretical summary of the mechanisms, effects, and applications of subliminal audio stimuli. The review covers the historical development, basic principles, and neuropsychological mechanisms through which these stimuli can influence brain activity and decision-making. The article also examines various experimental studies and applications of subliminal stimulation in areas such as marketing, therapy, and cognitive performance, focusing on the ethical aspects and possible implications of this technique. The results of these investigations may contribute to a better understanding of the abilities of sound stimuli to improve human perception and decision-making processes. Objective: The aim of the article is to examine the theoretical mechanisms and applications of subliminal sound stimuli in various fields, with an emphasis on their influence on behavior, emotional reactions and decision-making. Methods: This review is based on an analysis of current research and experimental studies investigating subliminal sound cues in a variety of contexts, including marketing and psychology. Results: Research suggests that subliminal sounds can improve attention, emotional response, and decision-making, and may have significant applications in marketing and therapy. However, the ethical and moral issues surrounding their use require further attention.