PhD defence: Seidi Suurmets

With the aim to contribute to the discourse and methodology related to conducting studies in real-life environments, the dissertation employs eye-tracking methodology and investigates the impact of the study setup and contextual cues on consumer information processing and behavior. The core of the dissertation consists of three separate articles, which reveal that: (1) there are spatial differences in attention allocation to stimuli presented as screen-images versus in their physical form, and (2) the relative impact of stimulus-driven versus goal-oriented factors in guiding attention during choice process is affected by the study setup. Addressing the issue of visualizing eye-tracking data from mobile environments, also a novel approach for constructing three-dimensional heatmaps is introduced. Implications for both researchers and practitioners, including recommendations for future research are proposed.
 
Primary Supervisor:
Associate Professor Jesper Clement
Department of Marketing
Copenhagen Business School
 
Secondary Supervisor:
Professor Torsten Ringberg
Department of Marketing
Copenhagen Business School
 
Assessment Committee:
Associate Professor Michel van der Borgh (Chair)
Department of Marketing
Copenhagen Business School
 
Professor Andrea Gröppel-Klein
Institute of Consumer and Behavioural Research
Saarland University
 
Associate Professor Zachary Estes
Department of Marketing
Bocconi University
 
Thesis:
The thesis will be available here
 
Reception:
The PhD School of Economics and Management will host a reception, which will take place immediately after the defence in Atrium