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Personal profile

Research interests

I am a behavioral scientist in the domain of consumer psychology. I am recognized as an expert on sensory marketing and aesthetics research. Through experimental and field studies, I examine how sensory stimuli in people’s environment (e.g., ambient scent, color, sound) influence perception, and produce biases on behavior in new and unexpected ways. As sensory processing is the most basic form of information processing and precedes all other forms of information processing, sensory research has wide implications for all aspects of human behavior beyond consumption.

In my research, I explore the multisensory effects of olfactory, visual, auditory, gustatory, and tactile stimuli on behavior in physical and digital contexts. My work contributes to theories on sensory perception, hedonic consumption, and goal behavior. In addition, my research has wide managerial implications for retailing, advertising, and digital marketing. One of my research areas is food consumption where I study how food presentation (e.g., color, packaging) biases how people perceive and consume food. Another research area is ambient scent where I look at how the scents people experience in their environment might alter their perceived state and in turn influence their behavior.

My research has been published in the leading academic journals such as the Journal of Marketing (FT 50 list), the Journal of Consumer Psychology (FT 50 list), and the Journal of Retailing. My research has been presented at conferences worldwide and is regularly featured in the media (e.g., CNN, ABC7News, the Washington Post, the Chicago Tribune, Newsweek, Market Watch, Neuroscience News, Yahoo Finance, Women’s Health, and Science Daily). I am an Associate Editor at the Journal of Business Research and an Editorial Review Board member at the Journal of Public Policy and Marketing. I was an invited speaker at NASA’s conference on innovative research in space travel at MIT in 2019. In 2020, I was an invited judge for the Association of National Advertisers Multicultural Excellence Awards, one of the most prestigious advertising competitions in North America. 

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 3 - Good Health and Well-being
  • SDG 12 - Responsible Consumption and Production


Dive into the research topics where Adriana Madzharov is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

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