{"id":214,"date":"2026-05-07T10:10:50","date_gmt":"2026-05-07T07:10:50","guid":{"rendered":"https:\/\/sites.uef.fi\/dp-fobi\/?page_id=214"},"modified":"2026-06-10T15:07:50","modified_gmt":"2026-06-10T12:07:50","slug":"sensory-marketing","status":"publish","type":"page","link":"https:\/\/sites.uef.fi\/dp-fobi\/sensory-marketing\/","title":{"rendered":"Sensory marketing to promote sustainable consumer choices"},"content":{"rendered":"<p><a href=\"https:\/\/uef.varbi.com\/en\/what:job\/jobID:940982\/\"><button>APPLY FOR THIS PhD POSITION <\/button><\/a> <strong>Application period: 11 June \u2013 10 August, 2026<\/strong><\/p>\n\n\n<h2 class=\"wp-block-heading\">Research project description<\/h2>\n\n\n\n<p>Contemporary consumer decision-making relies on sensory experiences, in both physical and digital environments. This project proposes to investigate how sensory cues influence consumer perceptions and sustainable product choices. Building on emerging evidence that sensory stimulation can shape emotional responses, product expectations, and value judgments, the project examines how linguistic, visual, auditory, tactile, olfactory, and gustatory cues, individually and in combination, can be leveraged to promote wood-based product consumption. By integrating sensory design, consumer psychology, and smart technologies, the research seeks to uncover principles and interventions that encourage consumers choose wood-based products over their more environmentally harmful competing products in retailing.<\/p>\n\n\n\n<p>Consumers increasingly express interest in sustainability, yet there remains a gap between sustainable intentions and actual purchase behavior. Sensory stimuli are known to play a key role in product assessment and can serve as powerful, often subconscious, nudges that alter consumer choices. While prior studies have examined specific cues such as green visual design or eco\u2011labeling, there is limited research on the multimodal sensory experience and how integrated sensory strategies influence consumer choices.<\/p>\n\n\n\n<p>Furthermore, advancing sensory technologies such as immersive audio, haptic feedback, augmented\/virtual reality (AR\/VR), digital scent diffusion, and smart packaging offer new opportunities to shape sustainable consumption experiences. Understanding how these technologies interact with established psychological mechanisms is crucial for designing marketing strategies and product offerings that effectively promote sustainable behavior in a digital environment.<\/p>\n\n\n\n<p><strong>The project aims at understanding how sensory cues (linguistic, visual, auditory, olfactory, tactile, gustatory) influence consumers\u2019 wood-based product choices and how multi\u2011sensory combinations shape consumer decision\u2011making.<\/strong> The project develops and tests sensory\u2011based interventions, prototypes, and retail concepts that effectively promote sustainable wood-based product choices in both physical and digital shopping contexts and generates practical guidelines for companies on how to integrate multi\u2011sensory strategies to encourage sustainable consumer behavior.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Academic background and skills of the applicant<\/h2>\n\n\n\n<p>An ideal candidate holds <strong>a master&#8217;s degree in business administration, marketing, psychology, information systems, or a closely related field with experience in (advanced) quantitative research methods, behavioral laboratory and experimental research design<\/strong>. Interest in consumer behavior and consumer psychology is a prerequisite. The ability to work independently and approach problem-solving in a structured manner is essential, along with strong collaboration skills, proactivity, enthusiasm, creativity, and a willingness to travel. Excellent written and oral communication skills in English are required (with proof of proficiency). The selected candidate must fulfil the language skills requirements of the Doctoral Programme of the Faculty of Social Sciences and Business Studies at UEF (see the <a href=\"https:\/\/www.uef.fi\/en\/degree-programme\/doctoral-programme-of-the-faculty-of-social-sciences-and-business-studies\">https:\/\/www.uef.fi\/en\/degree-programme\/doctoral-programme-of-the-faculty-of-social-sciences-and-business-studies<\/a> (Eligibility and admission criteria)).<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Doctoral programme and research group<\/h2>\n\n\n\n<p>Doctoral education in the University of Eastern Finland is arranged in seven discipline specific or thematic doctoral programmes. This research project will be located in the <a href=\"https:\/\/www.uef.fi\/en\/degree-programme\/doctoral-programme-of-the-faculty-of-social-sciences-and-business-studies\">Doctoral Programme of the Faculty of Social Sciences and Business Studies<\/a>, and the submitting department is the <a href=\"https:\/\/www.uef.fi\/en\/unit\/uef-business-school\">UEF Business School<\/a>.<\/p>\n\n\n\n<p>The doctoral candidate will join the <a href=\"https:\/\/uefconnect.uef.fi\/en\/marketing-and-consumer-behavior-research-group\/\">Marketing and Consumer Behavior Research Group<\/a> which examines consumer behavior and business success factors in the marketplace. The research themes cover issues arising from a range of factors including product and service innovations, sustainability, bioeconomy, e-commerce, digital technology, data analytics, sensory marketing, brands, international markets, and entrepreneurial behavior. Quantitative market research serves as a cross-cutting theme for the research group. The purpose of the research group is to undertake impactful research in the marketing and consumer research domains and transfer this knowledge to academic community and business practice. The research group runs the <a href=\"https:\/\/uefconnect.uef.fi\/en\/senselab\/\">SenseLab research laboratory<\/a> that is a research space enabling multi-sensory research setups for various experimental research needs.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Other interdisciplinary, international and\/or intersectoral collaboration<\/strong><\/h2>\n\n\n\n<p>This project involves potential collaboration with professors from the University of South Florida (Muma College of Business), USA and Corvinus University of Budapest, Hungary.<\/p>\n\n\n\n<p>Intersectoral and interdisciplinary collaboration is strengthened through DP-FOBI&#8217;s three summer schools involving academic supervisors, non-academic partners, and other stakeholders, enabling hands-on interaction and knowledge exchange.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Supervisors and related research<\/h2>\n\n\n\t<div id=\"accordion-block_d6ba3d1c8e6c2f5959c19864175e711c\" class=\"accordions\">\n\t\t\t\t\t<div class=\"accordion accordion-js\">\n\t\t\t\t<button class=\"accordion__button\" aria-controls=\"content-9912\" aria-expanded=\"false\" id=\"accordion-control-9912\">\n\t\t\t\t\t<h3 class=\"accordion__heading\" >\n\t\t\t\t\t\tTommi Laukkanen\t\t\t\t\t<\/h3>\n\t\t\t\t<\/button>\n\t\t\t\t<div class=\"accordion__content\" role=\"region\" aria-labelledby=\"accordion-control-9912\" aria-hidden=\"true\" id=\"content-9912\">\n\t\t\t\t\t<p><a href=\"https:\/\/uefconnect.uef.fi\/tommi.laukkanen\/\">Tommi Laukkanen<\/a> is a Professor of Marketing at the UEF Business School at the University of Eastern Finland. In addition, he holds an Adjunct Professorship of digital consumer behavior and quantitative market research at the Faculty of Agriculture and Forestry, University of Helsinki, Finland. His current research interests include consumer behavior, marketing analytics, digital marketing, sensory marketing, and international marketing. His research has been published in the Journal of World Business, the Journal of Business Research, and the International Journal of Information Management, among others.<\/p>\n<p>&nbsp;<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"accordion accordion-js\">\n\t\t\t\t<button class=\"accordion__button\" aria-controls=\"content-141\" aria-expanded=\"false\" id=\"accordion-control-141\">\n\t\t\t\t\t<h3 class=\"accordion__heading\" >\n\t\t\t\t\t\tHeli Hallikainen\t\t\t\t\t<\/h3>\n\t\t\t\t<\/button>\n\t\t\t\t<div class=\"accordion__content\" role=\"region\" aria-labelledby=\"accordion-control-141\" aria-hidden=\"true\" id=\"content-141\">\n\t\t\t\t\t<p><a href=\"https:\/\/uefconnect.uef.fi\/en\/heli.hallikainen\/\">Heli Hallikainen<\/a> is an Assistant Professor of Digital Marketing and Analytics at the UEF Business School, University of Eastern Finland. She is one of the founders of UEF SenseLab and has coordinated the laboratory\u2019s operations since its establishment. Her current research focuses on sensory linguistics, sensory experiences in virtual shopping environments, digital technologies that enable multisensory engagement, and the use of sensory cues as stimuli for nudging green consumption. She has experience in supervising research in accordance with UEF\u2019s doctoral education guidelines and plays an active role in supervising both master\u2019s and doctoral students. Her supervision is characterized by a structured and supportive approach, guiding students throughout the research process, fostering their academic development, and ensuring high-quality outcomes in thesis work.<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"accordion accordion-js\">\n\t\t\t\t<button class=\"accordion__button\" aria-controls=\"content-7380\" aria-expanded=\"false\" id=\"accordion-control-7380\">\n\t\t\t\t\t<h3 class=\"accordion__heading\" >\n\t\t\t\t\t\tDipayan Biswas\t\t\t\t\t<\/h3>\n\t\t\t\t<\/button>\n\t\t\t\t<div class=\"accordion__content\" role=\"region\" aria-labelledby=\"accordion-control-7380\" aria-hidden=\"true\" id=\"content-7380\">\n\t\t\t\t\t<p><a href=\"https:\/\/www.usf.edu\/business\/about\/bios\/biswas-dipayan.aspx\">Dipayan Biswas<\/a> is the Frank Harvey Endowed Professor of Marketing in the School of Marketing and Innovation, Muma College of Business, University of South Florida. His research interests include sensory marketing, digital marketing, AI, and smart technologies. His research has been published in the Journal of Consumer Research, the Journal of Marketing, and the Journal of Marketing Research, among others. He has been visiting professor at several prestigious universities across multiple countries. Currently, he is Editor-in-Chief of <em>JBR<\/em>, Area Editor at <em>JAMS<\/em>, and on the editorial review boards of <em>JCR<\/em>, <em>JM<\/em>, and <em>JMR\u00a0<\/em>(rejoining in July 2026). He has been an AE at <em>JMR<\/em>, <em>JR<\/em>, and <em>JPP&amp;M<\/em>, in the past. He has collaborated on research projects with several companies across multiple countries. His research has been covered by over 200 media outlets worldwide (including <em>WSJ<\/em>, <em>Today Show<\/em>, <em>NYT<\/em>, <em>WaPo<\/em>, and <em>CNN<\/em>, among others). His PhD students and mentees have won major dissertation awards (from Association of Consumer Research, American Marketing Association, and Academy of Marketing Science), they have all published in the premier journals, many of them are AEs and ERB members at leading journals, and they are placed at highly respected research universities.<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t\t<div class=\"accordion accordion-js\">\n\t\t\t\t<button class=\"accordion__button\" aria-controls=\"content-5986\" aria-expanded=\"false\" id=\"accordion-control-5986\">\n\t\t\t\t\t<h3 class=\"accordion__heading\" >\n\t\t\t\t\t\tRelated articles\t\t\t\t\t<\/h3>\n\t\t\t\t<\/button>\n\t\t\t\t<div class=\"accordion__content\" role=\"region\" aria-labelledby=\"accordion-control-5986\" aria-hidden=\"true\" id=\"content-5986\">\n\t\t\t\t\t<p>Ruusunen, N., Hallikainen, H. &amp; Laukkanen, T. (2023). Does imagination compensate for the need for touch in 360-virtual shopping? International Journal of Information Management, 70, 102622.<\/p>\n<p>Laukkanen, T. Xi, N. Hallikainen, H., Ruusunen, N. &amp; Hamari, J. (2021). Virtual technologies in supporting sustainable consumption: From a single-sensory stimulus to a multi-sensory experience, International Journal of Information Management, 63, 102455.<\/p>\n<p>Hallikainen, H., Halinen, M., Tervonen, H., Ruusunen, N., &amp; Wang, Y. (2025). Rating with the senses: how sensory encounters are reflected on online review ratings?. <em>Psychology &amp; Marketing<\/em>, <em>42<\/em>(1), 159-174.<\/p>\n<p>Biswas, D., Abell, A., and Chacko, R. (2024). Curvy Digital Marketing Designs: Virtual Elements with Rounded Shapes Enhance Online Click-Through Rates,<em>Journal of Consumer Research<\/em>,\u00a0<em>51(3), 552-570<\/em>.<\/p>\n<p>Szocs, C., Kim, Y. S., Lim, M., Mera, C. A., &amp; Biswas, D. (2023). The store of the future: engaging customers through sensory elements, personalized atmospherics, and interpersonal interaction, Journal of Retailing, 99(4), 605-620<\/p>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\t\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>APPLY FOR THIS PhD POSITION Application period: 11 June \u2013 10 August, 2026 Research project description Contemporary consumer decision-making relies on sensory experiences, in both physical and digital environments. This project proposes to investigate how sensory cues influence consumer perceptions and sustainable product choices. Building on emerging evidence that sensory stimulation can shape emotional responses, [&hellip;]<\/p>\n","protected":false},"author":1364,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-214","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sensory marketing to promote sustainable consumer choices - Doctoral Programme for Advancing Forest-Based Bioeconomy (DP-FOBI)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sites.uef.fi\/dp-fobi\/sensory-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sensory marketing to promote sustainable consumer choices - Doctoral Programme for Advancing Forest-Based Bioeconomy (DP-FOBI)\" \/>\n<meta property=\"og:description\" content=\"APPLY FOR THIS PhD POSITION Application period: 11 June \u2013 10 August, 2026 Research project description Contemporary consumer decision-making relies on sensory experiences, in both physical and digital environments. 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