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.

Technologies that affect humans through autonomous physiological functions are nothing remotely new. A lot of research, observations and studies around the world have shown that various smells have an impact on people's changing moods, preferences, and emotions. This study, however, integrates subjective association of preference projection and objective measurements with a mobile electroencephalograph and facial recognition technology under controlled conditions in a laboratory of consumer studies to compare the impact of selected aromatic compounds for restaurants on the emotional response of respondents, as well as explicit evaluation of the selected aroma type under real conditions in order to verify targeted impact on the choice or preference of a particular food type. The paper highlights innovative approaches to assessing the impact of aromas on consumer preferences under laboratory and real conditions measured by objective parameters, as well as the importance of air quality that can cause completely opposite effects.

In today's highly competitive era, it is becoming increasingly difficult for businesses to attract and keep customers. Modern marketing strategies focused on examining customer behavior, and possibilities of the business sector in influencing them are becoming increasingly beneficial. Consumer neuroscience has great potential here, as it reveals internal consumer preferences by using innovative techniques. Human senses play an important role in affecting these preferences, and smell has the greatest potential to influence customers subconsciously, and thus support the sale of products, keep customers in the store longer, or build a brand. Aroma marketing is the continuously developing field of consumer neuroscience. The paper aims to examine the use of consumer neuroscience in aroma marketing of a service company. After theoretical analysis, we carried out practical research aimed at examining the impact of aroma marketing in a selected service company – Sport Café in Nitra – to increase the sales of a particular product, and its real impact on the economic indicators of this company through the use of consumer neuroscience tools and questionnaire survey. In aromatization, choosing the right aroma is of the utmost importance, therefore in our research, this selection was done in the Laboratory of Consumer Studies at the Faculty of Economics and Management, SUA in Nitra. The research was carried out through conscious and unconscious testing of selected aromas by a randomly chosen sample of customers. Conscious testing included using a questionnaire method and unconscious testing was done using a face-reading device that provides an objective assessment of emotions based on facial expressions. The choice of aroma was followed by testing in real conditions, by diffusing the aroma in the café. Based on the collected data, we confirmed the positive impact of aromatization on coffee sales. In conclusion, we present some recommendations for service companies, focused mainly on cafés, with emphasis on the importance of aromatization for attracting and keeping customers and improving profitability.

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.

In general, whenever a computer processes visual input, such for example a photo, video, or live stream from camera on a smartphone, it uses computer vision in doing so. Simply said, computer vision is used precisely to recognize and process the inputs. This system allows the scanner of a barcode to “read” a cluster of lines and convert it into a sequence of numbers. Likewise, when the smartphone can detect if it is the phone user's face through a facial scan. Similar applications can also be found in industry, in autonomous vehicles, where it is used to monitor driving lanes or passing vehicles, or in obtaining implicit feedback in marketing research when evaluating user experience in digital environments, for example. This is the area that User Experience (UX) and User Interface (UI) designers are dealing with. Their task is to design a sufficiently intuitive and interesting solution that will be available no matter what device is used (computer/smartphone) and at the same time the customers / visitors can easily reach their goal or get the information they need in just a couple of clicks. The foundations for UX design changes can now be gathered not only through online analytical tools, but especially by using neuromarketing tools that use advanced computer vision and data mining systems. Our paper highlights new possibilities for testing the design of UX digital interfaces using a stationary eye camera (Eye Tracking) and face reading (Facial coding).