Capturing the algebra of the customer’s mind for fragrance through pictures, text, and decompositional research analyses

Howard R. Mostowitz, Barbara Itty, Brae McDonough, Aurea Gupton and Jacqueline Beckley

This paper presents a new approach to the measurement of fragrance ‘ideas’ (e.g., a fragrance for today’s woman), based upon the fit of a visual concept to a specific fragrance idea.

Capturing the algebra of the customer's mind for fragrance through pictures, text, and decompositional research analyses

Howard R. Moskowitz, Barbara Itty and Brae McDonoughMoskowitz Jacobs Inc., United States

Aurea GuptonS C Johnson & Son, Inc., United...

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