Multisensory perception processes and consumer behavior

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.