معرفی
Bianca Grohmann is a Professor of Marketing at Concordia University, where she holds the Concordia University Research Chair in Consumer Psychology of Gender. She is the founder of Concordia University's Laboratory for Sensory Research and the Concordia Centre for Sensory Studies, establishing herself as a leading researcher in consumer psychology with a focus on sensory marketing approaches.
Her research expertise spans multiple interconnected domains within consumer behavior. Dr. Grohmann has made significant contributions to understanding gender dimensions in branding, corporate social responsibility, sensory marketing, and wine consumption experiences. Her work often explores how sensory inputs influence consumer decision-making, how gender perceptions shape brand evaluations, and how authenticity and ethical considerations affect consumer-brand relationships. She has developed influential frameworks for understanding brand authenticity and has conducted pioneering research on the artification process in luxury wine markets.
Her publication record demonstrates consistent scholarly impact across top marketing journals. Her recent work shows a continued emphasis on sensory approaches to consumer behavior, with growing attention to sustainability issues in luxury markets, particularly wine. Her research often employs innovative methodologies including eye-tracking and pupillometry to measure implicit consumer responses.
- 2017 Society for Consumer Psychology Park Award for best paper published in the Journal of Consumer Psychology in 2015 (Brand Authenticity paper)
- Concordia University Research Chair in Consumer Psychology of Gender
Dr. Grohmann actively supervises graduate students at both the MSc in Marketing and PhD in Business Administration (Marketing) levels. Her teaching focuses on brand management at both undergraduate and graduate levels, as well as research methods courses. She has received funding supporting her sensory research laboratory, enabling cutting-edge investigations into multisensory consumer experiences. Her collaborative network includes researchers across North America and Europe, particularly with Annamma Joy in wine studies and Onur Bodur in branding and CSR research.
She leads the Laboratory for Sensory Research and the Centre for Sensory Studies, creating interdisciplinary research environments that bridge marketing, psychology, and sensory science to investigate how consumers process and respond to multisensory brand experiences.
