## 3 Results and Discussion
### Potential of Consumer Neuroscience for Aroma Marketing
The effect of aromas was examined using electroencephalography (EEG) on a sample of 16 respondents in Croatia [53]. A commercial research agency in Slovakia monitored the effect of Christmas scents on consumer emotions in a sample of 20 respondents [54]. The European Society for Opinion and Marketing Research (ESOMAR) argues that most research agencies which use consumer neuroscience have much smaller samples of respondents than in traditional market research, with 15-30 respondents sufficient to achieve quality results [55]. In addition to the use of these technologies to determine the specific effect of scents on human brain activity, the selection of the right aroma for real-world use also comes to the fore. Marketers are increasingly using ambient scents as a strategic tool to differentiate themselves from the competitors, attract customers, stimulate sales, influence moods, and create an overall pleasant and unforgettable shopping experience [56]. Several aspects affect the consumer's decision making and choice, including mood or emotional state [57; 58]. The role of emotions in the consumer decision-making process is explained by the principle of neurological and cognitive frameworks, such as the theory of somatic markers [59], which focuses on the so-called attention to the negative effects of decision making. Proof of that is the application of consumer neuroscience tools in the food industry which has recently gained considerable popularity in academia and commerce. Large research companies such as Nielsen, Kantar, or Iposos have included these tools in their commercial offerings [60]. Despite many critical aspects, such as questioning the privacy limit or the concept of free will, the incorporation of these technologies into consumer behavior and market research currently forms an essential part of understanding and meeting research goals [61]. The development of consumer neuroscience in food and retail also faces some concerns about the interpretation and findings of some commercial studies conducted so far [62], due to the fact that some companies even make controversial claims without evidence-based citations [63; 64]. Thus, it should be noted that academic studies are based on strict protocols and adherence to methodological procedures [65], which allows for a new perspective on unconscious consumer perception. Nevertheless, there are some critical views on the existence of strong unconscious influences on decision making and related behavior [66]. Usually, traditional surveys are used for understanding the perception of aromas, but these approaches require larger samples of respondents to obtain reliable results and are based on the assumption that participants are able to express their preferences [67]. However, it should be highlighted that food stimuli can also affect preferences and eating habits on an unconscious level [68]; therefore, the use of neuroscientific methods has its justification in this area. Their main goal is to measure crucial aspects of consumer perception not only in the unconscious (attention, emotional response, and memory), but also in the declarative area (attitudes and preferences) [69; 70], so that the findings can be applied in managerial decision making in the creation of effective sales strategies [60].