Lieve Doucé holds a Ph.D. in Applied Business Economics and currently works as an Assistant Professor at the Marketing Research Group of Hasselt University (Belgium). Her research focuses on consumer reactions towards sensory cues in physical and online retail environments with a strong interest in sensory imagery, cross-modal correspondences, and sensory-enabling technologies. Her work has been published in, among others, the Journal of Retailing and Consumer Services, Journal of Marketing Management, Environment and Behavior, and Journal of Consumer Behaviour.