The project aims to develop a strong research environment, a Center of Excellence (CoE), for marketing research at the Stockholm School of Economics (HHS). Our time horizon is relatively long-term, we believe that ten years are needed to get there. The environment we seek, which is organizationally based at the Center for Consumer Marketing (CCM), one of the departments at HHS, is characterized by, among other things, (1) high quality publishing, (2) good training of graduate and undergraduate students, (3) high attractiveness in the outside world (e.g., among potential graduate students, conference organizers and the media), (4) high quality objectives, (5) strong research leaders, (6) good research communication skills, (7) good research infrastructure, and (8) a critical mass of researchers (not too few, but not too many either) who complement each other in a defined subject area. The academic subject in question is marketing, with particular emphasis on the part of the subject known internationally as "consumer behavior", an area in which the objects of study are how consumers acquire, use and dispose of products (both goods and services). The approach of CCM's research is to use quantitative data, typically collected through experiments in which people are exposed to different marketing expressions (e.g. advertisements or elements in a retail environment).