## 3 Results and Discussion  
### Potential of Consumer Neuroscience for Aroma Marketing  
Consumer neuroscience combines knowledge from neuroscience, psychology, economics, and information technology and, using modern tools, investigates the emotions that influence consumer behaviour [25]. Neuromarketing examines the mind and brain of the consumer and can identify their needs and opinions about a particular company, advertisement, or product [6]. Therefore, \"neuromarketing or consumer neuroscience can be understood as a subarea of neuroeconomics that addresses marketing-relevant problems with methods and insights from brain research. With the help of advanced techniques of neurology, which are applied in the field of consumer neuroscience, a more direct view into the \"black box\" of the organism should be feasible\" [26]. However, consumer neuroscience should not be seen as a challenge to traditional consumer research; instead, it constitutes a beneficial complementary advancement for further investigation of specific decision-making behavior [26]. Accordingly, it is possible to divide the research tools and techniques of neuromarketing into two main categories (Table 1): biometric measurement (measuring the reactions of the body) and brain measurement (measuring the response of the brain) under the influence of aroma/marketing stimuli [27]. Each approach captures a different type of signal, and each brings a number of various advantages and disadvantages depending on the used measurement technique. There are many studies around the world that used neuroimaging and biometric methods to demonstrate the effect of odors on brain activity, which analyzed human response using the EEG signal [28] or the effect on emotions from a mood and physiology perspective [29; 30; 31]. In general, consumer neuroscience has helped gain new insights into consumer research by examining the effects of different aromas on affective and cognitive processes [20; 21; 32]. More detailed knowledge about brain processes influenced by scents was provided by a study [33] using functional magnetic resonance (fMRI). A prerequisite for applying consumer neuroscience in the selection of scents is that their influence is manifested mainly at the unconscious level. This statement was also confirmed by [34; 35], which emphasized the fact that almost 75% of the feelings that occur during a day are regulated by scents. This assumption was surveyed in a study evaluating several floral, herbal, and fruity scents and their effect on emotions, which showed that the most popular scents were those that were the most pleasant [36]. There are several studies that used consumer neuroscience tools to demonstrate the effect of particular aromas. In an experiment [37], the effects of eucalyptus aroma, which is considered as an energizing one [38], and linalool, which is considered a sedative one [39; 40] were tested. The aim was to find out whether it is possible to influence the attention of participants by simultaneously aromatizing the space with contrasting scents. Secondary outputs of the research were traditional data (potentials) related to the response to events and the strength of the oscillating activity of the brain. Another study [20] focused on surveying the emotions caused by odor stimuli and how odors play a role in evoking emotions in individuals with different olfactory abilities. Participants were presented with fragrances and then asked to identify them by choosing from five options, which included an \"empty\" option displayed on a computer screen. Their brain activity was monitored by EEG throughout the process. EEG uses electrodes applied to the upper part of the skull (scalp) and records a very low electric current from brain fields 2000 times per second, generated by the rapid movement of neurons due to nerve impulses [20; 41; 42]. In fact, it is a measurement of a very weak signal that permeates the skull and soft tissue to the surface of the head; however, the EEG can amplify this signal and filter out noise [43].