Capturing the implicit mind - quantitative fragrance imagery by free association

Ruth Ruth DiCasoli, Gregory Stucky and Kristin Wiacek

This paper focuses on how the qualitative/quantitative technique of Free-Choice Profiling was used to better understand consumers’ unconscious and emotional reactions to fragrances in liquid fabric softener products via images, memories, emotions and characteristics.

Capturing the Implicit Mind - Quantitative Fragrance Imagery by Free Association

Ruth DiCasoli and Kristin WiacekTakasago International Corporation, United States

Gregory StuckyInsightsNow, Inc., United States

INTRODUCTION

“I know that you believe that...

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