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 States
Jacqueline BeckleyThe Understanding & InsightGroup, United States
MEASURING THE IMMEASURABLE
Psychophysicists are fond of saying that one of their key scientific goals is to measure the private world of sensory experience, and by so doing uncover the laws of perception. The founder of psychophysics, the eminent polymath Gustav Theodor Fechner (1860), opined a century and...