Carl-Philip Ahlbom

Dr Carl-Philip Ahlbom's research focuses on understanding and shaping consumer decision-making in retail environments, particularly examining how store atmospherics, sensory marketing, and shopper-facing technologies influence shopping behaviour. He specialises in field experiments and eye-tracking studies, with significant work on in-store mobile phone use, sensory marketing's impact on shopping patterns, and technology-enabled consumer behaviours. A parallel research stream explores pro-social marketing initiatives, including projects on health-related outcomes and financial literacy. His research appears in leading journals including the Journal of Marketing, Journal of Marketing Research, and Journal of Retailing, and has received recognition from the American Marketing Association. His findings regularly feature in international media outlets such as the Harvard Business Review, Wall Street Journal, BBC, and The Sun, with individual studies receiving widespread global coverage.

As Director of Studies for the MSc in Strategic Retailing at the University of Bath, Dr Ahlbom leads curriculum development while teaching courses in marketing research, research methods, and e-business. His teaching has been recognised with awards for innovation in learning and teaching at both university and school level.

Dr Ahlbom serves as Associate Editor for the Journal of Business Research (Retailing & Multichannel Marketing) and sits on the editorial boards of several leading journals including the Journal of Retailing and Journal of Service Research. He has chaired tracks at major marketing conferences (e.g., American Marketing Association Summer Academic Conference, Academy of Marketing Science World Marketing Congress) and actively contributes to the development of the field through various professional service roles.