Scent vs. brand image: What an EEG study reveals about luxury marketing‎

Sungkyunkwan University announced that a research team has identified, through EEG (electroencephalogram) analysis, the impact of "fragrance" on consumers' emotions, memory, and deep emotional bonds with luxury brands. Going beyond conventional survey-based approaches, this study has drawn significant attention from both academia and industry by employing neuroscientific methods that measure human brain responses in real time. The research findings are published in the March 2026 issue of the Journal of Retailing and Consumer Services. The team was led by Professor Jo Woon Chong of the School of Electronic and Electrical Engineering, in collaboration with researchers from Texas Tech University in the United States.