In everyday life we perceive objects and products not using a single sensory system but rather using multiple senses. Our interdisciplinary, internationally recognized team of experts studies the holistic perception of products using innovative multisensory stimulation scenarios. This includes automated odor and taste stimulation, the simultaneous presence of other stimuli (such as visual and acoustic stimuli), and also virtual reality methods. We study the behavior of consumers based on sense perception. Using objective and subjective measurement methods coupled with biofeedback, we measure the aversion and acceptance of consumers to products and evaluate those parameters that can consciously or unconsciously influence the decision of consumers to buy particular products.