## 3 Results and Discussion
### Potential of Consumer Neuroscience for Aroma Marketing
It is a dynamic test of frequency, which changes with brain maturation, alertness level, age, and drug use. EEG frequencies can be varied either diffusely or locally, by transient, fixed, or progressive change [44]. The results indicated that normal individuals do not pay as much attention to odor information unless specifically asked to do so. On the other hand, olfactory-sensitive individuals seem to implicitly pay a certain level of attention to odor information that evokes a natural state (passive odor). Another study [21] was focused on examining the effect of stimulation duration and time of response (TR) in the form of blood-oxygen-level-dependent imaging, or BOLD contrast imaging, in the activation pattern of four olfactory brain areas: the anterior and the posterior piriform cortex, the orbitofrontal cortex, and the insula. BOLD fMRI, which is dependent on neural activation in the olfactory cortex, has facilitated, in particular, the identification of cortical and subcortical structures of the brain involved in olfactory processing [45]. A time-course analysis of the activation of the general linear model (GLM) in these olfactory brain areas revealed that short TR is associated with a \begin{table}
\begin{tabular}{c c c c} \hline \hline \multicolumn{4}{c}{**Neuromarketing Measures**} \\ \hline \multicolumn{2}{c}{**Body Measures**} & \multicolumn{2}{c}{**Brain Measures**} \\ \hline Somatic (SNS) measures & Automatic (ANS) measures & Blood flow measures & Electrical measures \\ \hline Facial expressions & Electrodermal activity (EDA) & Blood oxygenation (fMRI) & Electrical fields (EEG) \\ \hline Facial muscle movements & Heart rate & Positron emissions (PET) & Magnetic fields (MEG) \\ \hline Eye movements and fixations & Blood pressure & - & - \\ \hline Eye blinks and the startle reflex & Respiration & - & - \\ \hline Behavioral response times & Pupil dilation & - & - \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Neuromarketing measures from the body and the brain. more pronounced relative increase in signal compared to long TR. Long stimulation was associated with a longer time-to-peak signal and an oscillating BOLD response. Accordingly, the traditional GLM analysis confirmed that the combination of short stimulation and short TR can lead to visually more extensive activation in the olfactory cortex. The question whether masked body odors influence any decision-making role or whether their influence is specific to moral dilemmas was also researched in another experiment [46]. This one focused on examining how the emotional response is represented in the human brain during the cross-interaction between odors and trigeminal stimuli and whether the degree of agreement between the two types of stimuli affects these emotional responses and their neural processing. fMRI is a derived variant of MRI. Its concept is based on a conventional MRI scanner, but it also records two other phenomena--blood perfusion (flow) and oxygen supply [47]. This method is a popular tool of academic researchers, and it can currently be considered the most widespread in the research of cognitive functions, emotions, and personal qualities. There are several studies in neuroscience focusing on the sense of smell and its direct connection to the limbic system and memory centers in the brain. An example is the phenomenon of Proustian memory [48]. The [PERSON] phenomenon is the basis for the hypothesis that odor-evoked memories are more emotional than memories evoked by other stimuli. Currently, there is descriptive and laboratory-based support for this proposition. Descriptive autobiographical memory studies have shown that odor-evoked memories are highly emotional, as measured by both self-report and heightened heart rate responses [49; 50; 51]. Several cross-modal laboratory experiments have further demonstrated that memories associated with odors are more emotional than memories associated with cues perceived through other modalities (vision, tactile, and verbal) [52]. The sample size for such surveys ranges from 15 to 30 respondents.