The rather intricate process of odour perceptation and evaluation defies any exact measurements of consumer responses to fragranced products. This paper will discuss a psychological approach towards fragrance evaluation leading to a theory of synethetical perception. Aroma psychology is a new way to look at psychotropic efects by odours and fragrances. Next to purely esthetics and hedonic values of scents in cosmetic and toiletry products, in future fragrance induced mood changes will be a concern of marketing in the perfume and cosmetic industry.
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