Department of Marketing


Room: SOL/D2.37

Dr. Seidi Suurmets is a Post-doctoral Researcher at the Department of Marketing and an active member of the Decision Neuroscience Research Cluster. She obtained her Ph.D. in Consumer Neuroscience from Copenhagen Business School (CBS), with her dissertation focusing on how contextual effects of the study environment impact consumer information processing and decision making.

By including insights and perspectives from the fields of neuroscience and psychology, Seidi’s research aims to improve the understanding of how consumers respond to various marketing-related stimuli, ranging from product packages and advertisements to digital media platforms. Methodologically, she combines traditional approaches of consumer research with eye-tracking, electrodermal activity (EDA) and electroencephalography (EEG).

Seidi is teaching several courses related to Consumer Neuroscience and Marketing, and is supervising Master’s theses in a variety of topics, including consumer behavior, branding, advertising, digital marketing, and behavioral economics.

Primary research areas
  • Consumer visual attention and decision process
  • Consumer embodied cognition and non-conscious processes
  • The role of contextual cues in consumer behavior
  • Application of eye-tracking and biometric sensors (EDA, EEG) in marketing research
Link to this homepage
  • Neuroscience of Branding. MSc. in Brand and Communications Management, CBS (Autumn 2019 – present)
  • Neuromarketing. MSc. Elective course, CBS (Autumn 2019 – present)
  • Neuro-Research Design. MSc. Elective course, CBS (Autumn 2016 – present)
  • Arts and Culture Marketing. BSc. Service management, CBS (Spring 2020 – present)
Publications sorted by:
Julia Trabulsi; Kian Norouzi; Seidi Suurmets; Mike Storm; Thomas Zoëga Ramsøy / Optimizing Fixation Filters for Eye-tracking on Small Screens
In: Frontiers in Neuroscience, Vol. 15, 8.11.2021
Journal article > peer review
Massimiliano Ostinelli; David Luna; Torsten Ringberg; Seidi Suurmets / Assimilative Versus Complementary Effects of Embodied Verticality : Neural and Behavioral Evidence.
Paper presented at 2020 ACR Virtual Conference, 2020
Paper > peer review
Seidi Suurmets / Contextual Effects in Consumer Research : An Investigation of Consumer Information Processing and Behavior via the Application of Eye-tracking Methodology.
Frederiksberg : Copenhagen Business School [Phd] 2019, 154 p. (Ph.d. Serie, No. 27.2019)
Ph.D. thesis
Rasmus Jensen; Jonathan Dyssel Stets; Seidi Suurmets; Jesper Clement; Henrik Aanæs / Wearable Gaze Trackers : Mapping Visual Attention in 3D.
In: Scandinavian Conference on Image Analysis: 20th Scandinavian Conference, SCIA 2017 Tromsø, Norway, June 12–14, 2017 Proceedings, Part I . . ed. /Puneet Sharma; Filippo Maria Bianchi. Cham : Springer 2017, p. 66-76 (Lecture Notes in Computer Science, Vol. 10269)
Article in proceedings > peer review
Seidi Suurmets; Jesper Clement / Computer Screen or Real Life? : Comparison of the Allocation of Visual Attention for 2D and 3D Stimuli.
Abstract from 10th FENS Forum of Neuroscience 2016, 2016
Conference abstract for conference > peer review
Seidi Suurmets; Jesper Clement / Computer Screen or Real Life? : Comparison of the Allocation of Visual Attention for 2D and 3D Stimuli.
Poster session presented at 10th FENS Forum of Neuroscience 2016, 2016, 1 p.
Poster > peer review
Seidi Suurmets; Thomas Z. Ramsøy; Ole Baunbæk Jensen; Maria Johanna Bruehl; Dalia Bagdziunaite; Arek Stopczynski / Reliability of Attention in Eye-Tracking for Complex Images
In: 2015 NeuroPsychoEconomics Conference Proceedings. ed. /Martin Reimann; Thomas Zoëga Ramsøy; Oliver Schilke. Washington, DC : Association for NeuroPsychoEconomics 2015, 1 p., p. 47 (NeuroPsychoEconomics Conference Proceedings, Vol. 2015)
Conference abstract in proceedings > peer review