Bianca Grohmann

Bianca Grohmann is Associate Professor of Marketing, Concordia University Research Chair in Marketing (Tier 2), and principal investigator at the Laboratory for Sensory Research at the John Molson School of Business. Bianca’s research on the sensory aspects of marketing encompasses the influence of music, ambient and product scent, visual cues (e.g., colours, fonts), and touch on consumers’ responses to retail environments and products. As an experimental consumer researcher, Bianca conducts laboratory and field studies that focus on single sensory modalities (such as touch, vision, or olfaction) as well as joint effects of the senses on consumer perceptions and behaviors. Bianca’s work on sensory aspects of marketing has been published in the Journal of Business Research and the Journal of Retailing, and presented at conferences of the Society of Consumer Psychology (SCP), Administrative Sciences Association of Canada (ASAC), and European Marketing Association (EMAC). Bianca collaborates with David Howes and Constance Classen on a research program on multi-sensory marketing that was funded by the Social Sciences and Humanities Research Council of Canada (SSHRC).