Vol. 130, No. 7 | September 2015 Cosmetics & Toiletries® | 57
positive or negative emotional valence obtained from
fEMG for each fragrance group (A, B or C).
Time-averaged means of positive valence fEMG
to the concept alone showed no significant differences [F( 2, 27) = 0.87, p = 0.43; Figure 10a on Page 60].
Participants felt slightly less positive with fragrance
A and B, but little positive emotional reaction to
Time-averaged means of negative valence fEMG
to the concept alone also showed no significant
Figure 7. Arousal (GSR) for neutral (blue), negative (red) and positive (green) priming;
indicates statistical significance (p < 0.05)