## 3 Results and Discussion
### Aromatization in Financial Services
\begin{table}
\begin{tabular}{c c c c c c} \hline \hline
**Authors/Year** & **Environment** & **Scent** & **Research Techniques** & **Subjects** & **Measures** \\ \hline
**[PERSON],** & & & & & Exploring the effects of ambient scent in \\
**Alakoski and Back** & Tourism & Pinewood & Traditional & Did not report the exact number of respondents & combination with film and sound on sales of excursions \\
**(2009)** & Tourism & & & & \\ \hline
**[PERSON]-** & & & & & Positive impact of smell and other senses onto the customers \\
**[PERSON]** & Tourism & Not reported & Not reported & Not reported & Positive usage of the \\
**(2017)** & & & & & \\ \hline
**[PERSON] and** & & & & & \\
**[PERSON]** & IT industry & Not reported & Not reported & Not reported & of the IT industry—digitalization of the smell \\
**(2014)** & & & & & \\ \hline
**Darabi and Mirabi** & & & & & \\
**(2018)** & Mobile industry & Natural scent & Traditional & 87 female participants & Investigating food intake, saliva production, appetite in response to ambient odor \\
**[PERSON]** & Restaurants & & & & \\
**(2017)** & Restaurants & & & & \\  & & & & & \\
**[PERSON] et al.** & & & & & \\
**(2013)** & Restaurants & Melon, pear & Traditional & 70 participants & \\ \hline
**[PERSON] et al.** & & & & & \\
**(2005)** & Dental office & Orange, & Traditional & 200 respondents (18–77 years) & \\
**(2005)** & & & & & \\ \hline
**[PERSON], [PERSON] and** & & & & & \\
**[PERSON]** & & & & & \\
**(2012)** & Pediatric & Exotic fruit, & & 61 participants (children 8–12 years + parents + staff) & The effect of the ambient scent on patient’s anxiety, evaluation of the waiting environment, and perceived waiting time \\
**[PERSON], [PERSON]** & & & & & Investigating perceived \\
**and [PERSON]** & & & & & \\
**(2014)** & Virtual exhibition & Takum, citrus & Traditional & 86 participants & Investigating perceived \\
**[PERSON] et al.** & & & & & valence, arousal, and remembering of artworks in response to ambient odor \\
**[PERSON] et al.** & & & & & Investigating influence of scent on perceptions and evaluations, as well as on the intentions to revisit the institution \\
**(2020)** & Museum & & & & \\  & & & & & the institution to revisit the institution \\ \hline
**[PERSON] and** & & & & & \\
**[PERSON]** & & & & & \\
**(2013)** & Cinema complex & Not reported & Traditional & 407 participants (14–81 years) & Examining whether scent could produce positive differences in the evaluation of the theater, its environment, and intention to return \\ \hline
**[PERSON] and Morrin** & Simulated movie & & & & \\
**(2012)** & theater setting & Rose/sandalwood & Traditional & 100 female participants & Effects of multisensory cues on brand evaluation and advertising recall \\ \hline \hline \end{tabular}
\end{table} 
Table 2: _Cont._We can summarize that the use of aromachology in the service segment has gained significant importance in recent years and has, therefore, been the subject of several scientific studies. There is substantial research available directly focused on aroma marketing in services such as cafes or restaurants, hotels, medical facilities, financial institutions, cultural facilities, and many more. Table 2 summarizes all 33 studies described by us considering selected indicators (place of experiment, type of aroma used, size of the researched sample of respondents, and researched variables). According to the available resources, we conclude that aromachology is probably the most widely used in the HORECA segment's services [5; 73; 74; 75; 76; 77; 78; 79; 80; 81; 89; 97; 99; 100; 101]. We have described the options of using and researching aromachology in the selected types of services above. Therefore, we conclude that the studies were aimed at researching the impact of aroma in the service segment on selected variables such as customer satisfaction, evaluation of the service, attention, experience, revising intention, and emotional states. Some studies also researched the economic impact of aromatization [5; 75; 76; 25].