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Jes­per Clem­ent

Associate Professor

Subjects
Circular economy Design Consumer behaviour Marketing User experience

Primary research areas

Con­sumer re­sponse to food
Jes­per Clem­ent has been in­volved in sev­er­al re­search pro­jects on con­sumer be­ha­vi­or. In a cross dis­cip­lin­ary team, he planned and led the Fair­Speak pro­ject on mis­lead­ing and mis­in­ter­pret­a­tion of food products. Jes­per Clem­ent has been en­rolled in the EU-pro­ject Food­LAND with fo­cus on Afric­an con­sumer’s ac­cept­ance of loc­al pro­duced food.
Neur­omar­ket­ing
Jes­per Clem­ent is head of Sen­seLab at the De­part­ment of Mar­ket­ing, which is the home base for pro­jects in the bor­der­land between brain re­search and be­ha­vi­or­al re­search.
Cir­cu­lar Eco­nomy
Jes­per Clem­ent is in­volved in re­search con­cern­ing cir­cu­lar eco­nomy. The fo­cus is still on con­sumers’ re­sponse and will­ing­ness to re-cir­cu­la­tion and give-back what is ex­per­i­enced as worth­less.

My re­search is on con­sumer’s re­sponses

Behavioral marketing research acknowledges the gap between what people say and what people do. This is especially an issue when doing research on consumer’s low involvement, and many studies within this field of consumer research emphasizes the benefit in implementing and utilizing technologies and methods from neuroscience.  

Yet, many neuromarketing papers lacks the external validity as the techniques such as brain scanners like fMRI, EMG and EEG have their limitations. Spencer (2019) calls for an extension in neuromarketing research to include more biometric techniques such as eye‐tracking and face recording. 

In the review paper by Huddleston et al. (2018) the authors criticize eye‐tracking research to lack testing real decisions. The authors found “only five studies to date that linked research to actual purchase in the retail environment”. Two of these studies were my publications. This is in a nutshell my research agenda – utilizing biometric testing with high external validity. 

Publications

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3 April 2025

Managing Expectations and Predicting Willingness to Pay in Novel Healthy Foods Development in East Africa

Jes­per Cle­ment, Associate Professor

John H. Muyonga

Olivia Janet Natocho

Josephine Kisakye

Susan Nchimbi-Msolla

Rashid Suleiman

Fulgence Mishili

Dasel Wambua Mulwa Kaindi

Sophia Ngala
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September 2024

Utilizing Sensory and Visual Data in the Value Estimation of Extra Virgin Olive Oil

Sei­di Suur­mets, Academic Officer

Jes­per Cle­ment, Associate Professor

Simone Piras

Carla Barlagne

Matilde Tura

Noureddine Mokhtari

Chokri Thabet
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