Department of Marketing

Department of Marketing

Research Projects


DESIRE: Creative Design for Innovation in Science and Technology (2008-2012)

DESIRE is an Initial Training Network funded by the European Comission, Framework 7 under Marie Curie Programme. The consortium consists, in addition to the Department of Marketing at CBS, of the University of Lancaster (Project coordinator), Eindhoven University of Technology, The University of Milan, The Portuguese Catholic University, University of Aveiro and Phillips Research. The complete programme is for 13 fully funded PhD scholarships and 2 one-year post.doc. positions worth EUR Mill 3.2.

The CBS/marketing part of this project is lead by Bo T. Christensen, and further involves Tore Kristensen. The CBS part of the project concerns two fully funded PhD scholarships and one one-year post.doc. position worth EUR 620.000 in total. The consortium agreement has been signed with the EU, and the project officially started in September 2008.

It aims to make theoretical contributions to the field of creative design by bringing together expertise in human computer interaction, psychology, arts, marketing and design. The network aims to advance our understanding of creative design processes applied in the scientific and technological problem solving.
This will lead to the elaboration of:
  • theories and models of creative processes in general, and those involved in creative problem solving in particular, and
  • methods, techniques and systems to support both creative design processes and creativity training.


More ongoing projects

Consumers’ application of nutritional information in the modern food marketplace (2006-2009)
The research group within consumer behaviour has received a funding of DKK 3 million from the Strategic Research Council, The Programme Committee of Food and Health. The funding was raised to carry through a three-year project titled “Consumers’ application of nutritional information in the modern food marketplace”.

The background
An increasingly continuous growth in the market complexity within the area of food products, related to the increased consumer prioritising standards in terms of resources, contributes to the fact that the consumer in less extend possesses the necessary competences to evaluate the actual content of food products. Instead the food selection is guided by a number of superior objectives (e.g. justification of the purchase decision) designed by the consumer. The viewpoint is supported by the general development in society’s way of life, where overall ambitions such as pleasure, design, experiences etc. are more significant.

The completion of the project
The completion of the project is performed over a three-year period starting 1 May, 2006. Professor Torben Hansen and Associate Professor Thyra Uth Thomsen will carry through the project together with other members of the Research Group within Consumer Behaviour, Professor Suzanne C. Beckmann from CBS, Associate Professor Jan Møller Jensen SDU-Odense, Junior Lecturer Elin Sørensen from SDU-Kolding, The Confederation of Danish Industries, The Danish Chamber of Commerce and a number of students assist the project. Since November 2006 PhD-student has also been involved in the project.

The first phase of the project is to develop a theoretical frame of reference – an initial paper is available already - and a completion of a number of individual and group interviews by a brand new method: Memory analysis. The qualitative pre-analysis is described below.

The results of the theoretical preparatory work and the qualitative pre-analysis form the basis of phase two, where the quantitative part of the project meaning a number of experimental studies will be examined. The initial results are expected to be presented and discussed during a workshop arranged by The Research Group within Consumer Behaviour.

Phase three contains a more detailed analysis of the collected data and information of the achieved results in both popular and more research oriented publications. The project is rounded off by a final report and another workshop, where the future implications of the project results will be discussed.
The Effects of Radio Advertising (2005 - )

(CMC) has since 2005 opened a project about tracking effects of advertisements on Commercial Radio Channels. The research in this area is very limited, especially seen in contrast to the vast volume of studies carried out in other media, particularly in TV-advertising.

Nevertheless, there is no doubt that radio advertising does have an effect, and that it can be expected to be quite different from the effect of advertising in many other types of media. The purpose of CMC’s project is to prove the effect of radio advertising in Denmark.

Three researchers from CMC (Professor , Research Assistant , and Professor Lars Grønholdt) carry out the project in cooperation with DDR/Radio 100 FM.
Data collection started in January 2005, and the analyses are conducted on radio advertisements in general and not just advertisements from DDR/Radio 100 FM. The project mainly focuses on analysing the relationships between – and the importance of – four groups of data:

  •     Information about the adverts
  •     Attention objectives (impact)
  •     Communication quality (resonance)
  •     Effects.

Preliminary results were presented on 25 January 2007 in a seminar at CBS, where also two German researchers (Uwe Domke and Christoph Wild) gave a presentation structured around the answers to the “Ten questions about the effect of radio advertising that you have always wanted to know”.

The project is ongoing, building up a bigger database with more radio campaigns and looking into depth on new interesting areas.
Contact research assistant for more information.

Neural basis of brand information, Thomas Z. Ramsøy, Martin Skov, Flemming Hansen
Brain basis of Economic Decision making, Martin Skov, Thomas Z. Ramsøy, Toke Fosgaard
Source and frame effects in political decisions, Michael Bang Petersen, Søren Serritzlew, Martin Skov, Thomas Z. Ramsøy
Ludomani projekt, Sofie Gelskov, Thomas Z. Ramsøy, Jon S. Wegener, Hartwig Siebner, Julian Macoveanu, Gitte Moos Knudsen
Neuro-chemical basis of placebo effect, Hilke Plassmann, Martin Skov, Thomas Z. Ramsøy, Hartwig Siebner
Luxury brand study, Peter Kenning, Flemming Hansen
Brain and creativity, Morten Friis-Olivarius, Tore Kristensen, Bo Christensen, Thomas Z. Ramsøy
Neuroaesthetics, Martin Skov, Thomas Z. Ramsøy (et al.)
Continuous brain recording of advertisement, Thomas Z. Ramsøy, Lars Bech Christensen (et al.)


Completed projects

2006-2009: Mental simulations in design

This project focused on the use of mental simulations (also called 'thought experiments') in Danish design praxis by studying the use, types and frequency of mental simulations; by examining whether the use of mental simulations lead to more attractive, original and useful products as evaluated by the end-user; and by examining whether the display of visual stimuli in product development can lead to an increased use of creativity promoting mental simulations. The project involved the domains of creative cognition research, design research and marketing management/consumer research.

The project was led by assistant professor Bo Christensen, and was supported by Carlsbergfondet.
2004-2006: Tweens - between media and consumption
An examination of the 10-12 year old children's use of media – focussing on the interplay between different media – in relation to children's identity formation and socialisation as consumers.


The page was last edited by: Department of Marketing // 03/07/2022