Department of Marketing

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