Ricerc@Sapienza

Scents have the ability to affect peoples’ mental states and task performance with to different extents. It has been widely demonstrated that the lemon scent, included in most all-purpose cleaners, elicits stimulation and activation, while the lavender scent elicits relaxation and sedative effects. The present study aimed at investigating and fostering a novel approach to evaluate users’ experience with respect to scents’ effects through the joint employment of Virtual Reality and users’ neurophysiological monitoring, in particular Electroencephalography.

Product placement is a marketing technique that, by inserting products into a narrative structure, constitutes a likely effective tool to increase the visibility and notoriety of a brand. For years, the opportunities for product placement in music videos were limited. Recently, there has been a growth of interest for this tool/advertising modality since the digital community allowed the possibility to move videos from television to the Internet. The scope of the present study is to investigate the effectiveness of the product placement in music videos.