Department of Marketing

Associate professor

Room: SOL/C2.08
E-mail: jc.marktg@cbs.dk

Associate Professor 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. He is head of SenseLab at Decision Neuroscience Research Cluster (DNRC), at Department of Marketing, which is the home base for projects in the borderland between brain research and behavioral research. The cluster is an initiative within a new discipline of research, emerging from an integration of the traditional research areas: Consumer behavior, economics, psychology and neuroscience. Jesper Clement planned a PhD project on circular economy together with Københavns Kommune in 2016, and he is the supervisor for the PhD-fellow until 2019.

Primary research areas
  • Consumer behavior – non-conscious and repeated decision making
  • Visual impact on interpretation and decision
  • Biometric research methods – eye-tracking, EEG, GSR
  • Experimental research design
Administrative tasks

Curriculum Vitae
Link to this homepage

Minor in Minor in Behavioral Neuroscience and Economy (CM elective)
- Neuroeconomics
- Neuromarketing
- Neuro Research Design
CM (BCM): Neuroscience of Branding
BA elective: Neuromarketing
BA elective: Visuel identitet og profil


Jesper Clement supervises master and bachelor thesis related to topics of consumer behavior, branding, and neuroscience.
Jesper Clement supervises PhD

Selected publications
  • Clement; Smith; Zlatev; Gidlöf; Van de Weijer (2017) Assessing Information on Food Packages. European Journal of Marketing, Vol. 51, No. 1, 2017, p. 219-237
  • Clement, Aastrup & Forsberg; (2015). Decisive visual saliency and consumers' in-store decisions. Journal of Retailing and Consumer Services
  • Halloran, Clement, Kornum, Bucatariu & Magid; (2014). Addressing food waste reduction in Denmark. Food Policy
  • Clement, Kristensen & Grønhauge; (2013): The influence of packaging design features on visual atten-tion – Understanding consumers’ in-store visual perception, Journal of Retailing and Consumer Services, vol.20
  • Clement & Scriver; (2012). Visuel identitet som strategi – hvordan virksomheden får det fulde udbyt-te. Ledelse og Erhvervsøkonomi, vol.3
  • Clement, Skovgaard Andersen & O'Doherty Jensen (2012). Framework for Understanding Misleading Information in Daily Shopping, Qualitative Market Research, vol.15(2)
Publications sorted by:
Viktor Smith; Mette Ohm Søndergaard; Jesper Clement; Peter Møgelvang-Hansen; Henrik Selsøe Sørensen; Gorm Gabrielsen / Fair Speak : Scenarier for vildledning på det danske fødevaremarked.
København : Ex Tuto Publishing 2009, 191 p.
Book > peer review
Gorm Gabrielsen; Jesper Clement; Tore Kristensen / Food Labelling : Catching the Eyes of the Average Consumer - Prototypical Cosumers' Perception of Food Labels.
In: Proceedings of Design to Business / Proceedings of D2B2: Tsinghua International Management Symposium. . ed. /Alex Williams; Robert Partington. : Adelphi Research Institute for Creative Arts and Sciences 2009, p. 181-184
Article in proceedings > peer review
Henrik Selsøe Sørensen; Jesper Clement; . Gabrielsen / Food Labels : What do Consumers Actually See and Understand?.
Paper presented at 8th Pangborn Sensory Symposium 2009, 2009
Jesper Clement / How packages communicate
Abstract from Ease of opening, 2009
Conference abstract for conference
Jesper Clement; Henrik Selsøe Sørensen / Do Average Consumers Read and Understand Food Labels? : Outline of a Pilot Study.
In: Copenhagen Studies in Language, Vol. 36, 2008, p. 145-155
Journal article > peer review
Jesper Clement / Eye-track of the In-store Decision Process
Paper presented at The 2008 Conference on Neuroeconomics (CoNEcs), 2008
Jesper Clement / Visual influence of packaging design on in-store buying decisions
København : Copenhagen Business School Press 2008, 179 p. (Pd.D. Series, No. 2008-02)
Ph.D. thesis
Jesper Clement / Visual influence on in-store buying decisions : An eye-track experiment on the visual influence of packaging design..
In: Journal of Marketing Management, Vol. 23, No. 9-10, 2007, p. 917-928
Journal article > peer review
Jesper Clement / Packaging Design Taxonomy : A Literary Study on the Role of Packaging Design for a Brand Strategy Influenced by an Experience Economy.
In: D2B Shanghai 2006: Proceedings of the 1st international design management symposion. - Salford. . ed. /Alex Williams; David Hands; Mark O'Brien. : Adelphi Research Institute for Creative Arts and Sciences 2006, p. 150-158
Article in proceedings
Jesper Clement / Perception, fluency and aesthetics in packaging design : A paper for eye-track research on visual perception involving consumer behaviour in daily shopping.
Paper presented at The 5th European Academy of Management Conference (EURAM) 2005, 2006
Academic Interests

Research Projects
Outside activities

Energi-, Forsynings- og Klimaministeriets adfærdsekspertpanel
Rådgive og yde faglig sparring til Energi-, Forsynings- og Klimaministeriet om, hvordan myndighederne bedst indretter initiativer, der skal gøre det lettere at være klimabevidst forbruger i Danmark.