Recent News
Lisa E. Bolton, Associate Professor of Marketing from the Pennsylvania State University, USA, presented the seminar Revealing the Downside of Remedy Marketing Tuesday 13 December 2011.
Lisa E. Bolton's research focuses on judgment and decision-making by managers and consumers, with substantive interests in new products, pricing, risk perceptions, and consumer spending and finances. She has published in leading marketing journals, including the Journal of Marketing Research, the Journal of Consumer Research, and Sloan Management Review.
Nynke van der Laan, MSc, Image Sciences Institute – University Medical Center Utrecht, The Netherlands, presented the seminar Biomarkers of food reward and decision-making Wednesday 30 November 2011.
Nynke van der Laan is a PhD-candidate at the Image Sciences Institute. Her PhD-research focuses on gaining more insight into decision-making processes and on the application of neuro-imaging (fMRI) and eye-tracking techniques to predict food choice. Both measures are regarded as implicit, i.e., they are only under limited (conscious) cognitive control. This enables a more objective approach to investigating decision-making processes.
Katrine Christensen - New research assistant
MAPP welcomes research assistant Katrine Christensen who will be working for Lars Esbjerg on the EU project RECAPT. Read more about the project
Dansk professor rådgiver Thailand om økologisk vækst
Det Thailandske Handelsministerium har for nyligt inviteret professor John Thøgersen fra Aarhus Universitet, Business and Social Sciences til landet for at rådgive om, hvordan Thailand styrker deres økologiske produktion og øger deres eksport til Skandinavien.
Three new research assistants
MAPP welcomes the following new research assistants:
Kristina Aachmann - who will be working for Professor Klaus G. Grunert
Violeta Stefan - who will be working for Professor Liisa Lahteenmaki
Henrik Weiland - who will be working for Professor Joachim Scholderer
Jacob Lund Orquin passes his PhD
Congratulations to Jacob Lund Orquin who successfully defended his PhD Wednesday 21 September 2011. The title of the dissertation is:
"Attention, Motivation, and Consumer Judgment: Toward Understanding Consumer Reactions to Food
Labels and Stimuli"
The dissertation can be obtained from Departmental Secretary Birgitte Steffensen bst@asb.dk
Pris for formidling til Klaus G. Grunert
Professor Klaus G. Grunert modtog den 9. september Aarhus Universitets Jubilæumsfonds Forskningsformidlingspris 2011 for sit mangeårige arbejde med at formidle forskningsresultater inden for markedsføring af fødevarer videre til industrien.
- Jeg har altid syntes, det var sjovere at lave noget, der ikke kun vedkommer forskningsverdenen, men også er relevant ude, hvor det kan benyttes i praksis, fortæller Klaus G. Grunert, professsor og centerleder fra MAPP - Centre for Research on Customer Relations in the Food Sector ved Institut for Marketing og Organisation.
Three new MAPP PhD students are enrolled at Department of Business Administration 1 September
Pernille Haugaard – will be working on the Sensewell project and her supervisor is Liisa Lahteenmaki
Livia Marian - will be working on the Summer project and her supervisors are John Thøgersen and Athanasios Krystallis
Toula Perrea – will be working on the Inspire project and her supervisor is Klaus Grunert
We are very pleased to welcome Pernille, Livia and Toula as MAPP PhD students
Researchers to strengthen the sale of new food products
The technological innovation within the food products area is lacking behind. A new EU research project, spearheaded by Aarhus University, is set to help motivate the retail trade as well as countering consumer scepticism. The project has been allocated 7.5 million DKK from EU's Seventh Framework Programme.
Prof. Yanfeng Zhou from Sun Yat-sen University, Guangzhou, PR China presented the seminar The adaption of the food-related lifestyle instrument for use in urban China on August 19, 2011.
Yanfeng Zhou was guest professor at MAPP over the summer.
Kan vi ændre børns præferencer for sundere mad? var titlen på seminaret den tirsdag 23. august 2011. Vi havde en meget spændende dag.
Vi præsenterede blandt andet diverse resultater fra Step by Step-projektet og diskuterede følgende emner:
- Børn (og forældres) vaner i forhold til frugt, grønt og fysisk aktivitet
- Hvordan børn kan påvirkes til at ændre adfærd
- Børns præferencer og de sensoriske aspekter
- Hvordan kan fødevarer gøres sundere, så børn stadig kan lide dem
Cirka 100 deltog i seminaret. Se billleder fra seminaret her
Du kan downloade præsentationer her
Honorary Doctorate
Professor Klaus G. Grunert has been awarded an Honorary Doctorate by the University of Vaasa in Finland.
- It is the highest academic distinction that a researcher can gain, apart from the Nobel Prize, so of course, I’m very proud to be able to write “Honorary Doctor” on my business card, says Klaus G. Grunert.
According to the nomination committee, the reason for the appointment as Honorary Doctor is that Klaus G. Grunert has managed to combine a strong, scientific approach with close cooperation with the business community. This particular bridge building between researchers and business activities characterises the work of the Finnish University of Vaasa.
Bjarne Taulo Sørensen successfully defended his on PhD Models of complex attitude systems on July 7, 2011. The thesis can be obtained from Departmental Secretary Doris Andersen, doa@asb.dk
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Visit by Professor Paul Rozin
Professor Paul Rozin from University of Pennsylvania, USA visited Denmark on on Thursday May 19, 2011. He gave a very interesting seminar about 21st Century Eating.
Read more about Paul Rozin here
Paul Rozin was also keynote speaker at the LMC Congress 2011 - Food in Front on May 23, 2011. Here he gave the presentation Consumer Focus and Added Value in the Food Chain.
Too fat to be a model? The role of body image in advertising effectiveness of healthy food products
Seminar by Polymeros Chrysochou, Ehrenberg Bass Institute for Marketing Science
University of South Australia, Thursday May 4, 2011.
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Forskningens Døgn 2011
For denne omgang er Forskningens Døgn 2011 nu overstået.
Temaet i 2011 handlede om kærlighed, og for MAPP's vedkommende var emnet kærlighed til mad. Vi deltog med en stand og havde mange besøgende. Det var en spændende dag med gode diskussioner og med muligheder for at fortælle bredt om, hvad MAPP forsker i.
Læs om og se billeder fra Forskningens Døgn her eller på http://www.facebook.com/mappcentre.au
Fra MAPP deltog Maria Kümpel Nørgaard (billedet til venstre), Julia Rolsted Stacey (billedet til højre), Pernille Haugaard og Kathrine N. Hansen.
Visiting MAPP for three months
Visiting PhD César Sahelices Pinto from Universidad de León, Spain presented his work at an interesting seminar about Food Trends: The role of consumer in the diffusion of innovations on May 18, 2011.
César Sahelices Pinto also participated in the 2011 MAPP Workshop.
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Sinne Smed and Lars Gårn Hansen, Copenhagen University (FØI-KU) visited MAPP on March 23, 2011 and gave a seminar about Health and taste effects of nutrients when consumers value food consumption.
A short introduction
There is growing recognition of the food diets importance for health and consumers face a trade-off between health and taste. The taste experience often encourages consumption of fatty, salty and sweet foods, whereas health awareness discourages consumption of these foods. In this study we use hedonic pricing to model consumer valuation of nutritional and non-nutritional characteristics of food consumption allowing nutrients to influence utility both through health and through taste. We investigate the importance of consumers health valuations of five nutrients (saturated fat, sugar, carbohydrates, fibers and protein) relative to taste valuations for different types of foods.
We want to welcome Pernille Haugaard. She is now research assistant at MAPP. Pernille will work on two projects simultaneously - BerryMeat and EURRECA.
BerryMeat is about exploring new market perspectives using herbs and berries for biological preservation in organic meat products. Her main task is to examine consumer attitudes towards this preservation method. She will here collaborate with Karen Brunsø. Pernille will also do research in the project EURRECA together with Liisa Lähteenmäki and Anne-Mette Sonne. The purpose is to develop methodologies to standardize the process of setting micronutrient recommendations at a European level.
Pernille holds a master in Business Administration and Marketing from Aarhus School of Business. She has worked as purchasing assistant in the Fresh Meat Department, Dansk Supermarked.
New postdoctoral scholar
Natascha Loebnitz is a new postdoctoral scholar at the Department of Marketing and Statistics where she will be working at the MAPP research centre for a two-year period. Read more here
Eduardo Eugênio Spers will visit MAPP
Eduardo Eugênio Spers visited MAPP on February 14, 2011 and gave a presentation on Consumer perception of public and private quality mechanisms.
The latest trends in communications
Dominic Lyle, European Association of Communications Agencies (EACA) visited Aarhus School of Business and Social Sciences and presented Trends in communication on February 21, 2011.
EACA is a Brussels-based organisation representing advertising and media agencies and agency associations in Europe. EACA organises the prestigious Euro Effie awards for Marketing Communications Effectiveness each year.
EACA is also project partner in the EU project EATWELL that MAPP also takes part in.
Read more here:
Annual report 2008-2009
MAPP's annual report presents highlights of our research in 2008-2009.
The annual report presents in six short articles the results from ongoing as well as concluded research projects. Furthermore it includes a list of our publications and a staff list.
Download the annual report here
Laura Kazbare, Department of Marketing and Statistics defended her PhD thesis Healthy Eating Behaviour – A Social Marketing Approach on December 2010. The members of the assessment committee were professor Bruce Traill, University of Reading, professor Søren Askegaard, Syddansk Universitet and professor Karen Brunsø, Aarhus School of Business (chairman). The thesis can be obtained from Departmental Secretary Doris Andersen.
MAPP i Danskernes Akademi
Rammer for indkøb
Hvilke metoder bruger butikkerne for at påvirke forbrugerne til at købe bestemte varer - eller få forbrugerne til at komme igen? Læs mere her ellers se indslaget fra Danskernes Akademi, DR2
Hvorfor spiser vi ikke sundere?
Vi ved jo godt, at vi burde spise sundere, end vi gør. Vi ved godt, at vi burde spise mere frugt og grønt og mindre fedt og sukker. Men hvorfor gør vi det så ikke? Læs mere her eller se indslag fra Danskernes Akademi, DR2
Nybagte forældre svigter sundheden
Trods øget fokus på sunde kostvaner glemmer nybagte forældre selv at spise sundt, når deres lille ny først er kommet til verden. Dette viser seneste resultater fra et igangværende forskningsprojekt ved Handelshøjskolen, Aarhus Universitet.
Kommende forældre ønsker oftest at indføre sunde kostvaner i hjemmet og er meget motiverede til at få en sundere livsstil lige fra det øjeblik, de får graviditeten konstateret. Modsat den eksisterende litteratur viser nye forskningsresultater fra Handelshøjskolen, Aarhus Universitet dog, at de nybagte forældre i realiteten glemmer intentionerne, når de står med de spædbarn på armen.
- Forældrene føler simpelthen, at de står med nok udfordringer i de første måneder efter fødslen, at de ikke har overskud til at tage sig af, hvad de selv spiser, fortæller Post Doc. Jessica Aschemann-Witzel, der står bag undersøgelsen.
- Så selvom forældrene ønsker at efterleve de sunde kostvaner, ender det i mange tilfælde med at være et spørgsmål om at spise overhovedet. Læs mere her
Polymeros Chrysochou defended his PhD Food health branding: Public discourse and health associations on September 13, 2010. The members of the assessment committee were:
- Dr. Monique Raats, University of Surrey
- Professor Peter Sandøe, Danish Centre for Bioethics and Risk
- Associate professor Tino Bech Larsen, ASB (formand)
The thesis can be obtained from departmental secretary Doris L. Andersen, doa@asb.dk.
Rasa Krutulyte defended her PhD Functional food acceptance in the food chain on September 13, 2010. The members of the assessment committee are:
- Professor Wim Verbeke, Ghent University
- Deputy Director Alan Friis, DTU
- Professor Karen Brunsø, ASB (formand)
The thesis can be obtained from departmental secretary Doris L. Andersen, doa@asb.dk.
Forskning i forbrugernes sunde vaner hædret af Tuborgfondet
Ph.d.-studerende Jacob Lund Orquin fra Handelshøjskolen, Aarhus Universitet er blevet hædret med Tuborgfondets Erhvervsøkonomiske Pris. Han får prisen for sin forskning i forbrugernes beslutningsprocesser, når det gælder valg af sunde fødevarer. Prisen på 150.000 kroner skal gå til et forskningsophold i Los Angeles. Læs mere her
Dansk Marketingforsknings Pris 2010
Professor Karen Brunsø fra MAPP, Handelshøjskolen, Aarhus Universitet er modtager af Dansk Marketingforsknings Pris 2010. Prisen uddeles af Dansk Marketingforsknings Pris - en fond, der har eksisteret siden 1955, og som har til formål at støtte dansk marketingforskning. Karen Brunsø får prisen for sin forskning i forbrugeradfærd med særlig vægt på det anvendelsesorienterede og tværdisciplinære. Hun har især forsket i forbrugernes livsstil, kvalitetsopfattelse, forbrugernes beslutningstagning og markedsorienteret produktudvikling. Læs mere her
Kan Danmark tjene eksportkroner på Ny Nordisk Mad?
En stor kortlægning af de økonomiske muligheder for fødevarekonceptet Ny Nordisk Mad, som Nordisk Ministerråd har bedt forskere fra Handelshøjskolen, Aarhus Universitet om at gennemføre, viser, at vejen til vækst for nordisk mad er belagt med barrierer.
Med to Michelin stjerner og titel af verdens bedste restaurant til NoMa i København er Ny Nordisk Mad blandt de hotteste tendenser inden for global gastronomi. Men skønt stjernekokke i både Danmark, Sverige og så småt også i Norge begejstret udtrykker forventninger om, at Ny Nordisk Mad er kilden til fremtidens vækst i de nordiske lande, er fænomenets økonomiske potentiale belagt med usikkerhed.
Det viser en ny undersøgelse fra MAPP, Institut for Marketing og Statistik ved Handelshøjskolen, Aarhus Universitet.
- Det økonomiske potentiale for Ny Nordisk Mad afhænger meget af, om bevægelsen vedbliver at være et niche-område, som det er nu, hvor det begrænser sig til mindre producenter og gourmet-restauranter, eller om får succes med eksport eller med at gøre maden mainstream, siger Professor Klaus G. Grunert, der har lavet undersøgelsen for Nordisk Ministerråd. Læs mere her
Den perfekte opskrift
I EU vil man gennem Eatwell-projektet undersøge, hvad der er den perfekte opskrift på en sundhedskampagne. Danske erfaringer tyder på, at samarbejder mellem organisationer, myndigheder og producenter bør være råvarer i den færdige ret.
Der er stor forskel på, hvordan man sælger ideen om et sundt liv i de forskellige EU-lande. I Skotland allierer man sig med Coca Cola for at få skolebørn til at spise sundere. I Frankrig har private producenter ansvaret for at markedsføre egne produkter på skolerne, mens tyskernes sværger til traditionelle informationskampagner.
- De kulturelle forskelle betyder, at det, der virker i det ene land, ikke nødvendigvis kan overføres direkte til andre lande. Men de mest effektive elementer i succesfulde sundhedskampagner, kan bruges på tværs af hele EU, siger forskningsassistent ved MAPP , Handelshøjskolen , Århus Universitet , Mathias Strand. Læs mere her eller i FoodCulture 10. maj 2010, 1. sektion, side 12.
39th EMAC Conference: The six senses – The essentials of marketing
Klaus G. Grunert, Joachim Scholderer, Athanasios Krystallis, Heine B. Jeppesen and Julia Rolsted Stacey participated in the 39th EMAC Conference at Copenhagen Business School, June 1-4, 2010.
Klaus G. Grunert and Joachim Scholderer chaired the Special Interest Group (SIG): Extending the understanding of product quality: Recent advances from the area of food marketing. During this session Klaus G. Grunert presented the paper Quality as a bridging concept and Joachim Scholderer presented the paper Product-person-environment fit: An interactionist approach.
Joachim Scholderer chaired session 01.08: Advertising, promotion and marketing communications: Visual attention and gaze. During this session Joachim Scholderer and Heine B. Jeppesen presented the paper Visual attention to advertising under the influence of alcohol.
Athanasios Krystallis presented the paper Repertoire and frequency of comsumption in wine: Are heavy buyers more loyal to product attributes?
New study about New Nordic Food
Since 2007 the Nordic Council of Ministers' project New Nordic Food (NNF) has launched a number of initiatives to promote Nordic cuisine. Particularly within culinary art and regional production, this project has found support. With a view to future economic plans and strategies, the Nordic Council of Ministers wants a bearing on the economic potential for NNF and for food products produced according to the values and competences usually connected with NNF. An assessment of this potential was the objective of this project which was carried through in Denmark, Finland, Iceland, Norway and Sweden.
Read summery (in English)
Read introduction (in Danish) and download report (in Danish)
Latest research on VIDEO - See casts here
- Ud af krisen gennem markedsorientering?: Klaus Grunert
- Green shopping: for selfish reasons or the common good?: John Thøgersen
- Kampen ved køledisken - Det bedste mellemmåltid: Tino Bech-Larsen og Birger Boutrup Jensen
- Konflikter når børn og forældre køber ind sammen: Maria Kümpel Nørgaard
- Eating habits of pregnant women: Jessica Aschemann Witzel
- Interview om sustainable innovation workshop: Susanne Pedersen
- Campaigning to make people change: John Thøgersen
- Fødevarebranchens udfordringer: Lars Esbjerg
PhD defence
Maria Kümpel Nørgaard from MAPP - Centre for research on customer relations in the food sector successfully defended her PhD thesis Family decision-making during food buying Friday, January 8, 2010. Read more about Maria here
