Department of Marketing


Room: SOL/D2.39

Dr. Morten Friis-Olivarius is a neuroscientist and is considered one of the leading experts within neuroscience of creativity. He is a post doc researcher at the Center for Decision Neuroscience at CBS and the founder of the Copenhagen Institute of NeuroCreativity (CINC) and Head of Research at PlatoScience: the world's first creativity boosting headset. Originally Morten is educated as a neurobiologist from Copenhagen University in Denmark, but specialised early in his career in cognitive neuropsychology in New Zealand and has studied NeuroCreativity at CBS for more than a decade. It is this mixture of research fields that made him among the first in the world to study how original ideas emerge in the brain and develops into consciousness. Morten is internationally known for his research on creativity and in particular for having shown that how the brain unconsciously process information and forms associations is a crucial aspect of creativity and creativity training. In a collaboration between CBS, CINC and PlatoScience Morten applies his research findings to business and innovation strategy through various cognitive exercises, techniques and even neurostimulation. As such, Morten's expertise lies within cognitive aspects of creativity and making people more creative through the use of neuroscience.

External affiliations and employment:

Primary research areas
  • NeuroCreativity
  • Creative cognition
  • Creative processes
  • Ideation and individual differences
  • Neurostimulation to enhance creativity
  • Neuroimaging of creative brain processes
Link to this homepage

CM(psyk): Facilitation of Creativity and Innovation
Applied NeuroCreativity (currently not offered)


Supervision of master thesis student in topics related to creative cognition and innovation

Publications sorted by:
Morten Friis-Olivarius; Oliver J. Hulme; Martin Skov; Thomas Z. Ramsøy; Hartwig R. Siebner / Imaging the Creative Unconscious : Reflexive Neural Responses to Objects in the Visual and Parahippocampal Region Predicts State and Trait Creativity.
In: Scientific Reports, Vol. 7, 31.10.2017
Journal article > peer review
Thomas Zoëga Ramsøy; Catrine Jacobsen; Morten Friis-Olivarius; Dalia Bagdziunaite; Martin Skov / Predictive Value of Body Posture and Pupil Dilation in Assessing Consumer Preference and Choice
In: Journal of Neuroscience, Psychology, and Economics, Vol. 10, No. 2/3, 2017, p. 95-110
Journal article > peer review
Morten Friis-Olivarius / The Associative Nature of Creativity
Frederiksberg : Copenhagen Business School [Phd] 2015, 118 p.
Ph.D. thesis
Balder Onarheim; Morten Friis-Olivarius / Applying the Neuroscience of Creativity to Creativity Training
In: Frontiers in Human Neuroscience, Vol. 7, No. October, 2013
Journal article > peer review
Thomas J. Howard; Anja Maier; Balder Onarheim; Morten Friis-Olivarius / Overcoming Design Fixation Through Education and Creativity Methods
In: Proceedings of the International Conference on Engineering Design, ICED. ed. /Udo Lindemann; Srinivasan Venkataraman; Yong Se Kim; Sang Won Lee; Petra Badke-Schaub; Keiichi Sato. Vol. 7, Somerset : Design Society 2013, p. 139-148 (ICED, Vol. DS75-07)
Article in proceedings > peer review
Thomas Z. Ramsøy; Morten Friis-Olivarius; Catrine Jacobsen; Simon B. Jensen; Martin Skov / Effects of Perceptual Uncertainty on Arousal and Preference Across Different Visual Domains
In: Journal of Neuroscience, Psychology and Economics, Vol. 5, No. 4, 2012, p. 212-226
Journal article > peer review
Morten Friis-Olivarius; Mikkel Wallentin; Andreas Roepstorff; Thomas Z. Ramsøy; Peter Vuust / Call-response Improvisation : New Insights in the Study of Creativity.
Mikkel Wallentin; Andreas Højlund Nielsen; Morten Friis-Olivarius; Christian Vuust; Peter Vuust / Corrigendum to “The Musical Ear Test, a New Reliable Test for Measuring Musical Competence” [Learning and Individual Differences Volume 20 (3) (2010) 188–196]
In: Learning and Individual Differences, Vol. 20, No. 6, 2010, p. 705
Journal article > peer review
Mikkel Wallentin; Andreas Højlund Nielsen; Morten Friis-Olivarius; Christian Vuust; Peter Vuust / The Musical Ear Test, a New Reliable Test for Measuring Musical Competence
In: Learning and Individual Differences, Vol. 20, No. 3, 2010, p. 188-196
Journal article > peer review
Morten Friis-Olivarius; Thomas Z. Ramsøy / Detection of Environmental Uncertainty Influences Aesthetic Value Negatively
Poster session presented at Neurodag 2009, 2009
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