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Bianca Grohmann

Associate Professor, Department of Marketing, Concordia University Research Chair Tier 2 in Marketing

Dr. Grohmann’s research focuses on sensory aspects of marketing, scale development, branding, and retailing. She is the principal investigator at the Laboratory for Sensory Research at the John Molson School of Business. Dr. Grohmann has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Psychology & Marketing, and Journal of Business Research, and has presented at conferences of the Association for Consumer Research (ACR), the Society for Consumer Psychology (SCP), the European Academy of Marketing (EMAC), the European Association for Consumer Research (EACR), the Administrative Sciences Association of Canada (ASAC), and the Society for Marketing Advances (SMA).

Dr. Grohmann has been awarded research grants by the Fonds Québécois de la Recherche sur la Société et la Culture (FQRSC), the Social Sciences and Humanities Research Council of Canada (SSHRC), and the Bell Center for Research on Business Process Innovation. She has also received a Canadian Foundation for Innovation (CFI ) infrastucture grant to establish the Laboratory for Sensory Research as a platform for research on sensory marketing. Dr. Grohmann was the recipient of the 2004 John Molson School of Business Junior Researcher Award, and the 2003 Omer DeSerres Outstanding Paper Award presented at the 6th Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances. Since 2008, she holds the Concordia University Research Chair in Consumer Research (Tier 2).

Dr. Grohmann teaches undergraduate, MSc, and PhD courses on retailing and branding, and supervises MSc and PhD theses that relate to brand strategy, brand personality, brand design, retail atmospherics, and scale development.



Selected Research

Refereed Journal Articles

Guèvremont, Amélie, and Bianca Grohmann (2012), “The Impact of Brand Personality on Consumer Responses to Persuasion Attempts,” Journal of Brand Management, doi:10.1057/bm.2012.58.

Guèvremont, Amélie, and Bianca Grohmann (2012), “Brand Communications: Can Good News Be Bad?” Journal of Marketing Communications, doi: 10.1080/13527266.2012.699459.

Grohmann, Bianca, Joan L. Giese, and Ian David Parkman (2012), “The Impact of Type Font Characteristics on Brand Personality Impressions,” Journal of Brand Management, doi:10.1057/bm.2012.23.

Grohmann, Bianca (2009), “Gender Dimensions of Brand Personality,” Journal of Marketing Research, 46 (1), 105–119.

Grohmann, Bianca, Eric R. Spangenberg, and David E. Sprott (2007), “The Influence of Tactile Input on the Evaluation of Retail Product Offerings,” Journal of Retailing, 83 (2), 237–245.  

Spangenberg, Eric R., David E. Sprott, Bianca Grohmann, and Daniel L. Tracy (2006), “Gender-Congruent Ambient Scent Influences on Approach and Avoidance Behaviors in a Retail Store,” Journal of Business Research, 59 (12), 1281–1287.

Spangenberg, Eric R., Bianca Grohmann, and David E. Sprott (2005), “It’s Beginning to Smell (and Sound) a Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in a Retail Setting,” Journal of Business Research, 58 (11), 1583–1589.

Bodur, H. Onur and Bianca Grohmann (2005), “Consumer Responses to Gift Receipt in Business-to-Consumer Contexts,” Psychology & Marketing, 22 (5), 441–457.

Voss, Kevin E., Eric R. Spangenberg and Bianca Grohmann (2003), “Measuring the Hedonic and Utilitarian Dimensions of Consumer Attitude,” Journal of Marketing Research, 40 (3), 310–320.

Spangenberg, Eric R., David E. Sprott, Bianca Grohmann, and Ronn J. Smith (2003), “Mass-Communicated Prediction Requests: Practical Application and a Cognitive Dissonance Explanation for Self-Prophecy,” Journal of Marketing, 67 (3), 47–62.    

Johnson, Jean L., Puiwan Lee, Amit Saini and Bianca Grohmann (2003), “Market-Focused Strategic Flexibility: Conceptual Advances and an Integrative Model,” Journal of the Academy of Marketing Science, 31 (1), 59–74.


Book Chapters

Grohmann, Bianca, and Eric R. Spangenberg (2007), "Consumer Decision Rules and Implications for Hotel Choice," in Hotel Management and Operations, 4thedition, Denney G. Rutherford, ed., New York: John Wiley and Sons, Inc

Spangenberg, Eric R., and Bianca Grohmann (2001), "Hotel Choice Decision Rules," in Denney G. Rutherford (Ed.), Hotel Management & Operations, 3rd Edition, New York: Wiley & Sons, Inc.



Refereed Conference Proceedings

Wittwer, Dimitri, Lucia Malär, Bettina Nyffenegger, Harley Krohmer, and Bianca Grohmann (2012), “Measuring the Cult Status of Brands: Conceptual Considerations and Scale Development,” Proceedings of the 41st European Marketing Academy (EMAC) Conference, Lisbon, Portugal.

Guèvremont, Amélie, and Bianca Grohmann (2012), “Can Brands Sound Feminine or Masculine? Three Studies on Sound Symbolism and Gendered Brand Personality,” Proceedings of the 2012 Society for Consumer Psychology Conference, Las Vegas, Nevada.

Bodur, Onur, Ali Tezer, and Bianca Grohmann (2012), “Surprise Effect in CSR: The Positive Effect of the Unexpected,“ Association for Consumer Research (ACR) Conference, Vancouver, BC. 

Giroux, Marilyn, Bianca Grohmann, and Frank Pons (2012), “Activating Multiple Facets of the Self: Identity Signaling and Brand Personality,“ Association for Consumer Research (ACR) Conference, Vancouver, BC. 

Guèvremont, Amélie, and Bianca Grohmann (2012), “What is Brand Authenticity? An Exploration of the Concept,“ Association for Consumer Research (ACR) Conference, Vancouver, BC. 

Bodur, Onur, Ali Tezer, and Bianca Grohmann (2012), “A Positive Surprise: Revisiting the Role of Fit in Social Responsibility Evaluations?” Administrative Sciences Association of Canada (ASAC) Conference, St. John’s, Newfoundland and Labrador.

Cheikhrouhou, Soumaya, and Bianca Grohmann (2012), “Size Matters: The Impact of Embedded Font Size on Object Size Perception,” Administrative Sciences Association of Canada (ASAC) Conference, St. John’s, Newfoundland and Labrador.

Grohmann, Bianca (2012), “The Impact of Visual Brand Design Elements on Brand Perceptions,” Administrative Sciences Association of Canada (ASAC) Conference, St. John’s, Newfoundland and Labrador.

Guèvremont, Amélie, and Bianca Grohmann (2012), “When Brands Flatter, Personality Matters,” Proceedings of the 2012 Society for Consumer Psychology Conference, Las Vegas, Nevada.

Cheikhrouhou, Soumaya, and Bianca Grohmann (2011), “The Impact of Elongation on Consumers’ Size Judgments: Process and Boundaries,” Administrative Sciences Association of Canada (ASAC) Conference, Montréal, Canada.

Grohmann, Bianca (2011), “Portraying Femin/Mascul/inity: Use of Type Font to Shape Brand Perceptions,” Proceedings of the 40th Conference of the European Marketing Academy (EMAC), Ljubljana, Slovenia: European Marketing Academy [CD ROM].

Guèvremont, Amélie, and Bianca Grohmann (2011), “The Impact of Brand Names on Brand Personality Perceptions” Proceedings of the 7th Thought Leaders International Conference in Brand Management, Lausanne, Switzerland.

Guèvremont, Amélie, and Bianca Grohmann (2011), “Is that Brand Flattering or Manipulating Me? The Impact of Flattery from a Brand Personality Perspective,” Proceedings of the 2011 Administrative Sciences Association of Canada (ASAC) Conference, Montreal, Quebec.

Sprott, David E., Manja Zidansek, and Bianca Grohmann (2011), “The Role of Self-Concept and Giver-Receiver Affiliation in the Evaluation of Gifts across Genders,” Proceedings of the 2011 Society for Consumer Psychology Conference, Atlanta.

Malär, Lucia, Bettina Nyffenegger, Bianca Grohmann, and Krohmer, Harley (2010), “Characteristics of Cult Brands,” Proceedings of the 39th Conference of the European Marketing Academy (EMAC), Copenhagen, Denmark: European Marketing Academy. [CD ROM]

Thomas, David, and Bianca Grohmann (2010), “Memory Effects of Retronasal Olfaction,” Proceedings of the 2010 Administrative Sciences Association of Canada (ASAC) Conference, Regina, Saskatchewan. [CD ROM]

Cheikhrouhou, Soumaya, and Bianca Grohmann (2009), “Touch Me With Your Eyes: The Influence of Colour Hue and Brightness on the Apparent Weight of Two-Dimensional Figures,” Proceedings of the 2009 Administrative Sciences Association of Canada (ASAC) Conference, Niagara Falls, Ontario.

Jean-Ruel, Émilie, and Bianca Grohmann (2009), “The Effect of Ethical Attributes on Brand Personality and Consumer-Brand Relationships,” Proceedings of the 2009 Society for Consumer Psychology (SCP) Conference, San Diego.

Robitaille, Nicole, Bianca Grohmann, Rong Zhou, and Michael W. von Grünau (2009), “The Effects of Product Display Organization on Consumers’ Visual Attention to Attributes,” Proceedings of the 2009 Society for Consumer Psychology Conference, San Diego. 

Grohmann, Bianca (2008), “Does Type Font Affect Brand Recognition?” Proceedings of the 2008 Administrative Sciences Association of Canada (ASAC) Conference, Halifax, Canada.

Grohmann, Bianca (2008), “The Effect of Logo Design on Brand Personality Perceptions,” Proceedings of the 2008 Administrative Sciences Association of Canada (ASAC) Conference, Halifax, Canada.

Zhao, Yikun, and Bianca Grohmann (2008), “Nostalgia: From Homeland to the Marketing Field,” Proceedings of the 2008 Administrative Sciences Association of Canada (ASAC) Conference, Halifax, Canada.

Grohmann, Bianca (2007), “Does Michael Schumacher Make your Brand a Tough Guy? The Effect of Spokespeople on Consumers’ Brand Personality Perceptions,” in Halldór Örn Engilbertsson (ed.) Proceedings of the 36th Annual Conference of the European Marketing Academy (EMAC), Reykjavík, Iceland: European Marketing Academy. [CD ROM]

Grohmann, Bianca, David E. Sprott, and Eric R. Spangenberg (2006), “Development and Validation of a Scale Measuring Consumers’ Love of the Christmas Holiday,” in George Avlonitis (ed.), Proceedings of the 35th Annual Conference of the European Marketing Academy (EMAC), Athens, Greece: European Marketing Academy. [CD ROM]

Grohmann, Bianca (2006), “The Effect of Brand Personality – Self-Concept Congruence on Brand-Related Consumer Responses,” in Dan Ariely, Baba Shiv, and Michal Strahilevitz (eds.), Proceedings of the Society for Consumer Psychology (SCP) Winter Conference, Miami, FL: Society for Consumer Psychology (APA). [CD ROM]

Bodur, H. Onur and Bianca Grohmann (2004), “Goal-oriented Ad Design: An Investigation of Message Type and Consumption Goal Congruence,” in Fayez F. Boctor and Alain Martel (eds.), Administrative Sciences Association of Canada (ASAC) Conference Proceedings, Vol. XXV, Quebec City, QC: Administrative Sciences Association of Canada., Quebec, Canada. [CD ROM]

Le Bel, Jordan L. and Bianca Grohmann (2004), “A Research Agenda for Sensorial Marketing,” Administrative Sciences Association of Canada (ASAC) Conference, Quebec City, Canada.

Grohmann, Bianca (2003), “Tactile Input in Product Evaluations:  Affective Reactions versus Encoding of Material Properties,” Proceedings of the 32nd Annual Conference of the European Marketing Academy (EMAC), Glasgow, Scotland: European Marketing Academy. [CD ROM]

Grohmann, Bianca (2003), “Masculine and Feminine Dimensions of Brand Personality:  Initial Steps in Scale Development and Validation,” European Advances in Consumer Research (EACR) Conference, Dublin, Ireland.

Sprott, David E. and Bianca Grohmann (2000), “The Impact of Giver Affiliation and Recipient Gender on the Evaluation of a Received Gift,” Society of Consumer Psychology (SCP) Winter Conference, San Antonio, Texas.

Grohmann, Bianca and David E. Sprott (1999), “She Said/He Said ‘I Like That Gift’: The Role of Self-Concept in the Evaluation of Gifts Across Genders,” Association for Consumer Research (ACR) Conference, Columbus, Ohio.

Refereed Conference Presentations

Spangenberg, Eric R., David E. Sprott, Bianca Grohmann, and Daniel L. Tracy (2004), “Effects of Gender-Congruent Ambient Scent on Approach and Avoidance Behaviors,” 7th Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances, St. Pete’s Beach, Florida.


Bodur, H. Onur, and Bianca Grohmann (2004), “Mere Ownership Effect: The Moderating Role of Materialism,” CORS/INFORMS Joint International Meeting, Banff, Canada.

Spangenberg, Eric R., Bianca Grohmann, and David E. Sprott (2003), “It’s Beginning to Smell (and Sound) a Lot Like Christmas: The Interactive Effects of Ambient Scent and Music in a Retail Setting,” 6th Retail Strategy and Consumer Decision Research Seminar of the Society for Marketing Advances, New Orleans, Louisiana.

Bodur, H. Onur and Bianca Grohmann (2003), “Business Gifts as a Promotion Tool: An Investigation of Factors Influencing Gift Evaluation and Reactions to Gift Receipt,” EURO/INFORMS Conference, Istanbul, Turkey.

Smith, Ronn J., David E. Sprott, Eric R. Spangenberg, and Bianca Grohmann (2002), “Self-Prophecy and Social Marketing: The Effect of Advertised Self-Predictions on Normative behavior,” Marketing and Public Policy Conference, Atlanta, Georgia.

Grohmann, Bianca (2001), “The Role of Tactile Input in Product Evaluation: An Exploratory Study,” Nebraska Doctoral Symposium, Lincoln, Nebraska.

Grohmann, Bianca, Eric R. Spangenberg, and David E. Sprott (2000), “Expanding the Boundaries of Self-Prophecy: Advertising with Prediction Request,” Working Paper Series, Association for Consumer Research (ACR) Conference, Salt Lake City, Utah.



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Bianca Grohmann

Associate Professor,Department of Marketing, Concordia University Research Chair Tier 2 in Marketing
PhD and MBA (Washington State University)

Contact Information

John Molson School of Business

1455 de Maisonneuve Blvd. West
Montreal (Quebec)
Canada H3G 1M8

Office: MB 13.305
Phone: (514) 848-2424 ext 4845
E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Area of Expertise

  • Branding
  • Consumer psychology
  • Multi-sensory marketing
  • Retailing
  • Scale development