ALBERT

Description: In the current era of a strongly competitive business environment, it is more difficult for companies to attract customers. Consumer neuroscience has growing potential here, as it reveals internal consumer preferences by using innovative methods and tools, which can effectively examine consumer behavior and attract new customers. In particular, smell has a great ability to subconsciously influence customers and, thus, support profitability. This paper examines the importance of consumer neuroscience and its modern technologies used for exploring human perceptions to influence customers and benefit from the aromatization of business spaces. We focused our analysis on various service sectors. Despite the potential of the examined issue, there are a limited number of studies in the field of service providers that use neuroscience tools to examine the effect of aromas on human emotions. Most studies took place in laboratory conditions, and the used methodological procedures varied widely. Our analysis showed that, in spite of the positive impact of aromatization in the majority of aromatized spaces, service companies still do not use the potential of consumer neuroscience and aroma marketing to a sufficient degree. Innovative methods and tools, in particular, are still very underused.

Description: Hydroponics is a more environmentally friendly and economical way of growing crops that allows crops to be grown all year round, regardless of soil and climate conditions. Hydroponic cultivation of various fruits, vegetables, flowers, etc., is well known and used today. Tomatoes also play an important role in hydroponic cultivation. Tomatoes grown in this way should have a more pronounced aroma and flavor, and the fact that they are harvested at the ripe stage should also be reflected in the fresh red color and appropriate organoleptic characteristics of the fruit. This study was concerned with the sensory analysis of hydroponically grown tomatoes (Solanum lycopersicum) compared with conventionally grown tomatoes of the same species. Samples were evaluated by instrumental sensory analysis using an electronic nose as well as a sensory panel. In this study, the difference between hydroponically and conventionally grown tomatoes was demonstrated. These differences were also captured by the consumers (sensory panel). When analyzing the odor profile of the samples, we found that hydroponic tomatoes are characterized by the presence of chemical organic compounds, namely: 2-methylpropanol, 2,3-pentanedione, and (Z)-3-hexen-1-ol or 1-hexanol, which cause the fruity aroma of the fruit. These substances are very likely to characterize the differences between the tested samples. The electronic nose has shown to be a potentially suitable tool for detecting differences and identifying typical product markers, which may suggest its further use in food authentication detection. It is also interesting to find almost no correlation between the two methods studied.