ABSTRACT
There are many examples of spontaneous, emotionally driven decisions, which might later be resented; an outburst of rage may irreparably damage the relationship with a boss; feelings of pride or insecurity may make a marketing director reject the better idea of a junior colleague. Neuromarketing uses psychological insights into the human disposition for spontaneous emotional impulses to subliminally influence people to buy goods they never needed but suddenly want. In companies, shopping malls, hotels, or airports, scents are used to change people's feelings, attitudes, or behaviors. But how are emotions and feelings related, how do they emerge from sensory input and how do they influence our and others’ decisions? How are we being subliminally led to comply with the objectives of organizations?
