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6th April, 2022

Multisensory science and how it can change the consumer mind


Event Details

6th April, 2022
14:00 -
Cambridge campus

How do different senses interact with people when they engage in consumer activities? Dr Cathrine Jansson-Boyd, Anglia Ruskin University, will discuss how our senses can change the way consumers think and feel about products and services.

She will give examples of how smell, touch, vision and hearing work together to guide our perception – sometimes in unexpected ways! Dr Jansson-Boyd will look at how sensory linked marketing techniques can affect interoception (the perception of sensations from inside the body) to alter consumer decision making. During the event you will be invited to engage in some smaller activities that demonstrate how the sensory systems work.

Dr Cathrine Jansson-Boyd is a consumer psychologist at Anglia Ruskin University. Her current research interests include: food reduction waste, the role of touch in product/food evaluation, multisensory perception, consumer decision making, and aesthetic appreciation. She has published many articles and is the author of the first textbook to be published that is purely about Consumer Psychology. Cathrine has also written and edited several other consumer-based books. She is the course leader for an MSc in Consumer Psychology and teaches consumer psychology to both undergraduate and postgraduate students. Cathrine conducts research within the area of consumer psychology and works with businesses who needs assistance with understanding consumers. In the past, she has worked with organisations such as Disney, Unilever, and Cambridgeshire County Council.

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