Photo : Yamen Koubaa

Yamen Koubaa

Yamen Koubaa is an Associate Professor of Marketing and International Affairs. He joined EM Normandie in 2019. He has a PhD in Marketing Science from the University of Marketing and Distribution Sciences, Ryūtsū Kagaku Daigaku, Japan, awarded in 2009. His thesis is on the modelling of the decision-making process when purchasing hybrid products. His research interests are brand image, quantifying purchase decisions, the use of statistics as a tool in market research and olfactory marketing. He is the Director of M2/MSc Cross Cultural Marketing & Negotiation and the European Business Programme.

Photo : Gender effects on odor-induced taste enhancement and subsequent food consumption

Gender effects on odor-induced taste enhancement and subsequent food consumption

Yamen Koubaa

26/04/2021

“You smell what you see! Your eyes guide your nose. If you see chocolate, you might smell chocolate and if you see curry, you might smell curry even if there is no chocolate or curry ambient smells. Ad visual inputs activate olfactory mental imageries which are as strong as sensory olfaction”   The purpose of this […]

Yamen Koubaa

Gender effects on odor-induced taste enhancement and subsequent food consumption

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