Multisensory perception processes and consumer behavior

Test person at smell test, sits at desk in front of screen connected to olfactometer

Consumers make decisions to buy particular products based on a variety of factors. Indeed, in everyday life consumers do not perceive products using a single sensory system but rather using multiple senses. Our interdisciplinary team of experts studies such multisensory perception using innovative stimulation scenarios. We use automated odor and flavor stimulation as well as the simultaneous presence of, for example, visual, haptic, and acoustic stimulation. The objective and subjective measurement methods are coupled with physiological measurements and brain activation studies. This gives us a deep understanding of the acceptance and preference of consumers for specific product characteristics. Simultaneously we determine those parameters that either consciously or unconsciously influence customers to buy specific products.

The MultiSense project provides important findings for various sectors of industry, for example for the manufacture of foods, toys, cosmetics, textiles, and cleaning agents.

Our services for optimal multisensory product perception

Holistic product optimization

The overall sensory impression of a product has a direct influence on consumer behavior. With the help of advanced multisensory stimulation scenarios we can optimize the multisensory perception of your products.

Hedonic sensory studies

We use untrained test persons to measure product acceptance and purchasing behavior. In addition to our objective sensory methods, you therefore also receive subjective sensory evaluation.

Psychological tests and behavioral experiments

We develop a system of psychological tests and experiments adapted to your particular product in order to determine the effect of specific sensory characteristics on consumers. This enables us to assist you, for example, with the evaluation of marketing claims.

Physiological measurements

Decisions to buy products are mostly unconscious decisions. Using physiological measurements (e.g. measurement of the heart rate, blood pressure, and skin conductivity as well as facial expressions and eye tracking), we map unconscious reactions of the human body to products.

Neuroimaging

Neuroimaging methods (EEG and fMRI) are used to measure the brain activity during sensory perception. We focus here on the brain regions responsible for emotions, memory, and pleasure. The results have important implications, for example, for product development and product positioning.

Customized advice for you

Would you like to optimize the sensory properties of your products and enhance consumer acceptance of those products? Our interdisciplinary team of experts will gladly provide you with advice on all aspects of multisensory perception and multisensory integration.

Research projects