## 1 Introduction  
The marketing industry, as well as other sectors, is increasingly facing the problem of visual and information overload. This has caused consumers to become increasingly resistant to traditional marketing actions, thus registering them in a state of so-called perceptual blindness [1, 2, 3, 4]. Hence, it is becoming more difficult to attract customers at the point of sale, which is the last chance to potentially reverse a person's decision to purchase a product. This is the main reason why there is an increased interest in targeting several senses at the same time to affect shopping behavior. One option for marketers is to focus on smell as it has great potential in this field.  
Traditional research tools, including questionnaires, tend not to provide enough relevant information, and those that have already been applied are no longer sufficient to determine the exact needs of consumers. This is due to several reasons, including, to a large extent, the hectic time we live in, since people in these surveys either do not have the time to think properly on what they are asked about, do not understand the question, simply do not want to answer truthfully, especially when it comes to sensitive questions, or their response is in accordance with what society expects [5]. These factors lead to the use of advanced methods which can detect active parts of the brain when monitoring stimuli, thereby determining what emotions are evoked in the consumer [6].  
Compared to the aforementioned traditional research methods based on questionnaires and interviews, neuromarketing and consumer neuroscience research provides more accurate information about consumer perception [7]. It has also been proven to offer information on consumer preferences that cannot be obtained using conventional methods [8]. Consumer neuroscience is an interdisciplinary field that combines knowledge from various scientific disciplines while trying to study how the human brain responds to external marketing stimuli [9]. At the same time, the neuro-approach can help solve potential problems in businesses that were previously invisible or ignored due to limitations stemming from traditional approaches [10].  
Consumer neuroscience tools applied in consumer surveys have helped gain new insight into different aspects of brand perception [11; 12; 13; 14; 15], product packaging [16; 17], emotional response to advertisements [18; 19], and new product development [8]. Last but not least, it has enabled to survey the impact of different aromas on affective and cognitive processes [20; 21].  
In the context of smell significance, another field in marketing is also becoming more important. This is known as aroma marketing, based on aromachology, which is a science that studies the psychological and physiological effects of inhaling aromas and examines, with the use of fragrance technology, feelings and emotions produced by scents stimulating olfactory pathways [22; 23]. Aroma marketing refers to the usage of scents to set a mood, promote products, or position a brand. The main goal of aroma marketing is the creation of a pleasant atmosphere in order to encourage customers to stay in stores longer and, accordingly, buy more products and raise their final consumption [24].  
Neuromarketing research is justified in the field of aromachology in the services segment. A pleasant atmosphere within the field of services, in a workplace, or in a public space can fundamentally affect the overall perception of people if impacted by a properly chosen aroma, which will ultimately affect the economic results. The question is how to choose the right aroma, as its effect is mainly unconscious. One of the options is the use of biometric and neuroimaging tools, which provide a more detailed view of human emotions under the influence of particular aromas. Thus, an aroma can be chosen that will positively contribute to improving the perception of the environment, not only of customers but also of employees.