The MAPP Centre at the Department of Management, Aarhus University, is an internationally recognized research centre that works with insight into consumer behaviour around food and drink, and how this knowledge can be used both in food industry product development and in public policy aimed at improving public health and sustainability. Key research themes have been perception of food quality, food-related lifestyle, consumer price knowledge and price consciousness, consumer acceptance of modern technology, consumer acceptance of functional foods and consumer risk perception. MAPP’s research is interdisciplinary and application-oriented and usually takes place in interaction with other research environments (e.g., in technology, IT, nutrition) and with industry.


Klaus G. Grunert is Professor of Marketing at Aarhus University, and is the founder and director of the MAPP Center. He has done extensive research in the area of consumer behaviour, mostly with regard to food. In particular, he has done research on quality perception and food choice, healthy eating, effects of nutrition labeling and of health claims, public acceptance of biotechnology, on how insight into consumer behavior feeds into product development processes in food-producing companies, and on competence development in the food industry. As director of MAPP, he has carried out more than 90 collaboration projects with the food industry, including many pan-European studies, and has participated in or led numerous EU FP projects. Having an h-index of 67, he is the author of 13 books, more than 200 academic papers in international refereed journals and numerous other publications. Klaus is a past president of the European Marketing Academy and was a professor of the European Institute for Advanced Studies in Management.

Amanda Videbæk Laasholdt is a research assistant at the MAPP Centre, working primarily with public sector consultancy, carrying out both qualitative and quantitative studies within the field of food consumption. She holds a Master’s degree in International Communication Management and has experience with cross-cultural relations, as well as marketing and consumer behavior.