Centre for Multisensory Marketing (CMM)
Multisensory processes at the centre of consumer behaviour research.
The different senses are our only window to the world. As consumers, we invariably use our senses to perceive and interact with advertising, products, and physical and virtual stores and environments. Because consumer behaviour is mediated by sensory perception, it is paramount for marketers to understand the often surprising ways in which the senses work and interact with one another.
CMM is the first research centre in Norway and Scandinavia that focuses on how multisensory processes influence consumer behaviour. Our goal is to advance knowledge concerning the role of the human senses in marketing and to provide actionable insights for industry when it comes to the development of advertising, products, services, and digital as well as physical environments.
Taking a multisensory perspective, our researchers focus on the following topics:
- Consumer perception and behaviour
- Branding and advertising
- Retail environments (physical and virtual)
- Food experience design and consumption
- Human-computer interaction
Department of Marketing
BI Norwegian Business School
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