SCENTS TO ENHANCE A BRAND MEMORY IN NEUROMARKETING
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Abstrak:
In an environment that is becoming more competitive, the differentiation of brands depends on the memorization of brands and their recognition by consumers. Neuromarketing investigates the influence of unconscious behavior on perception, judgment, and decision-making, where smell constitutes a strong and immersive olfactive analogue of branding.This article investigates the role of olfactory cues in brand recall and recognition, neurophysiological bases of olfactory impact, and implications in marketing strategy. Fact-based research reports that scent marketing can dramatically enhance brand memory, providing a substantial competitive edge in retail and service-related settings. Regulatory, ethical issues, and future research directions are discussed in the end.
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