In this experiment, we investigated the effect of scent stimulation on individuals' brain activity by using the EEG. We additionally examined to what extent the employed scents affected their decision making. We compared the effects of arousing and relaxing scents while individuals performed binary choice tasks. The experiments were carried out in the BMS Lab of the University of Twente. While the participants were comfortably seated, they were exposed to different scents, and were asked to choose between two bottles of wine (the same paradigm as used by Alvino et al. in revision, see above). Goal of the study is to relate the EEG results with consumers' responses, making the results relevant for consumer behavior and marketing research.
