ИСТИНА

In recent years, there is a growing interest of academics and practitioners in applying neuromarketing tools to identify consumer perceptions and preferences. The paper aims to unveil implicit consumer perceptions of fragrance in the blind tasting, and to compare the results with consumer expectations caused by commercials of perfume. Combined use of psychophysiological and sociological methods demonstrated different perception of aromas when tasting (i) on the basis of subjective assessments, and (ii) on the basis of the non-verbal level. The obtained results suggest that matching consumer expectations, based on brand advertising, with physiological fragrance perception is of high importance. Moreover, the dissonance between subjective expectations and implicit reaction to the odor leads to deterioration of brand perceptions.