Jacob Lund Orquin, Associate Professor, Ph.D. Of

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Personal information Full name: Jacob Lund Orquin, Associate Professor, Ph.D. Office address: Department of Management/MAPP, Aarhus University Fuglesangs Alle 4, 8210 Aarhus V - Denmark E-mail: [email protected] Phone: +45 22178621 Website: http://pure.au.dk/portal/da/[email protected]

Research areas Judgment and Decision Making, Eye tracking and vision research, Consumer Psychology, Physiology and behavior, Eye tracking methodology, Meta-analysis.

Education Feb 2009 - Sep 2011 Ph.D. in Marketing Department of Marketing and Statistics, Aarhus School of Business, Denmark (2011) Dissertation title: “Attention, Motivation, and Consumer Judgment: Toward Understanding Consumer Reactions to Food Labels and Stimuli”. Supervisor: Professor, Dr.rer.pol. J. Scholderer, date of defense: 21.09.2011 Sep 2005 - May 2007 MA in Cognitive Semiotics Center for semiotics, Aarhus University, Denmark

Positions Aug 2015 - Associate Professor Department of Management, Aarhus University, Denmark Feb 2014 - Dec 2015 Visiting Researcher Max Planck Institute for Human Development, Center for Adaptive Behavior and Cognition, Berlin, Germany Jun 2014 - Jul 2015 Assistant Professor Department of Business Administration, Aarhus University, Denmark Oct 2011 - May 2014 Postdoctoral Researcher Department of Business Administration, Aarhus University, Denmark Jan 2011 - Jul 2011 Visiting Researcher Center for Neuroeconomics Studies, Claremont Graduate University, California, USA Feb 2009 - Sep 2011 Ph.D. Researcher Department of Marketing and Statistics, Aarhus School of Business, Denmark

Grants and awards Principal Investigator “Tuborg Business Economy Award 2010”, funded by the Tuborg Foundation. Total budget €20.000 (duration 2010-2011). Principal Investigator “Communication vs. consumer learning: implications for the introduction of foods developed using biotechnology”, funded by The Swedish Foundation for Strategic Environmental Research (MISTRA II) in collaboration with Carl Johan Lagerkvist (SLU, Sweden). Total budget €62.000 (duration 2014-2015). Principal Investigator “Consumer reactions to a new chocolate traceability label”, privately funded by Toms Group Aps. Total budget €10.000 (duration 2012-2013).

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Co-Principal Investigator “Effectiveness of sales flyer advertising”, funded by the Danish Retail Supplier Group in collaboration with Tino Bech-Larsen and Klaus G Grunert. Total budget €26.600 (duration 2009-2010). Principal Investigator Research grant for visiting PhD student Sonja Perkovic. Funded by Aarhus University Research Foundation. Total budget €4.050 (duration 2015) Principal Investigator Research grant for visiting PhD student Nina Chrobot. Funded by Aarhus University Research Foundation. Total budget €5.400 (duration 2016) Principal Investigator “BLEED” funded by Swedish Agricultural University. Total budget €13.500 (duration 2016- 2017)

Peer reviewing journals Psychological Bulletin, Acta Psychologica, Journal of Economic Psychology, Evolution and Human Behavior, Frontiers in Psychology, Food Quality and Preference, Food Research International, Journal of Consumer Behavior, Appetite, Canadian Journal of Occupational Therapy, Psychology of Sport & Exercise, International Journal of Psychological Research, Flavour, Food Policy, Health Psychology, Physiology and Behavior, Journal of Behavioral Decision Making, Journal of Food Products Marketing, Expert Systems With Applications, Organizational Research Methods, PLOS One, International Journal of Hospitality Management.

Peer reviewing funding agencies The Swiss National Science Foundation (SNSF), German Research Foundation (DFG), The Research Foundation – Flanders (FWO), Research Councils UK (RCUK), South Africa’s National Research Foundation (NRF), the UK Biotechnology and Biological Sciences Research Council (BBSRC), the US National Science Foundation (NSF).

Supervision of Ph.D. students Erik S. Lahm, Department of Management, Aarhus University Michiel Nijland, Department of Management, Aarhus University Sonja Perkovic, Center for Decision Research, Leeds University Business School (visiting PhD) Nina Chrobot, Department of Marketing Psychology, SWPS University (visiting PhD)

Teaching activities ‘Nudging’, 5 ects elective course for MSc. in Marketing. (2017 -) Responsible for developing course and for teaching and examining. http://kursuskatalog.au.dk/en/course/76041 ‘Cognition and consumer choice’, 5 ects elective course for MSc. in Marketing. (2013 -) Responsible for developing course and for teaching and examining. http://kursuskatalog.au.dk/en/course/69395 ‘Online marketing’, 5 ects elective course for MSc. in Marketing. (2009 - 2013) Responsible for developing course and for teaching and examining. (no link available) ‘Economic psychology’, 10 mandatory course for MSc. in Marketing. (2013 - 2015) Responsible for course materials, teaching and examining. http://kursuskatalog.au.dk/da/course/66935

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

‘Integrated marketing’, 5 ects mandatory course for MSc. in IT and Marketing. (2017) Responsible for teaching and examining. http://kursuskatalog.au.dk/da/course/76099 ‘Choice architecture’, public dissemination via Aarhus Open University. (2016-2017) https://fuau.dk/aarhus/program/psykologi-og-sundhed/adfaerdsdesign-hack-dine-omgivelser- og-flyt-adfaerd-1621-321 ‘Ph.D. course in eye-tracking’, hosted by SDU, KIT, and Monash University. (2015, 2017, 2018) https://im.iism.kit.edu/news_2094.php Supervision of bachelor and master theses, (2009 -) On average 5-6 students supervised per year since 2009. (no link available) Supervision of Marketing Research projects, (2016 -) On average 6-10 groups of four students per year. http://kursuskatalog.au.dk/da/course/74034

Other activities Guest editor for Journal of Business Research with Michel Wedel and Rik Pieters on special issue on eye-tracking methods in marketing (2017). Organizer of EGPROC conference (2018). Member of Ph.D. committees at Lund University (2016), Aarhus University (2016, 2017), Swedish Agricultural University (2017).

Peer reviewed journal articles Orquin, J.L., Holmqvist, K. (in press) Threats to the validity of eye-movement research in psychology. Behavior Research Methods Orquin, J.L., Chrobot, N., Grunert, K.G. (in press) Guiding decision makers’ eye movements with (un)predictable object locations. Journal of Behavioral Decision Making Perkovic, S., Orquin, J.L. (in press). Implicit statistical learning in real-world environments leads to ecologically rational decision making. Psychological Science. Orquin, J.L., & Kurzban, R. (2016). A meta-analysis of blood glucose effects on human decision making. Psychological Bulletin. 142(5), 546–567 Orquin, J.L., Ashby, N.J., & Clarke, A.D. (2016). Areas of interest as a signal detection problem in behavioral eye‐tracking research. Journal of Behavioral Decision Making, 29(2-3), 103-115. Orquin, J.L., & Lagerkvist, C.J. (2015). Effects of salience are both short-and long-lived. Acta Psychologica, 160, 69-76. Orquin, J.L., & Scholderer, J. (2015). Consumer judgments of explicit and implied health claims on foods: Misguided but not misled. Food Policy, 51, 144-157. Bradu, C., Orquin, J.L., & Thøgersen, J. (2014). The mediated influence of a traceability label on consumer’s willingness to buy the labelled product. Journal of Business Ethics, 124(2), 283- 295. Orquin, J.L. (2014). A Brunswik lens model of consumer health judgments of packaged foods. Journal of Consumer Behaviour, 13(4), 270-281. Jensen, B.B., Orquin, J.L., & Bech-Larsen, T. (2014). What distinguishes passive recipients from active decliners of sales flyers? Journal of Retailing and Consumer Services, 21(1), 1-8. Orquin, J.L., Jeppesen, H.B., Scholderer, J., & Haugtvedt, C. (2014). Attention to advertising and memory for brands under alcohol intoxication. Frontiers in psychology, 5. Orquin, J.L., Bagger, M.P., & Loose, S.M. (2013). Learning affects top down and bottom up modulation of eye movements in decision making. Judgment and Decision Making, 8(6), 700- 716.

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Orquin, J.L., & Loose, S.M. (2013). Attention and choice: A review on eye movements in decision making. Acta Psychologica, 144(1), 190-206. Peschel, A.O., & Orquin, J.L. (2013). A review of the findings and theories on surface size effects on visual attention. Frontiers in Psychology, 5. Graham, D.J., Orquin, J.L., & Visschers, V.H. (2012). Eye tracking and nutrition label use: A review of the literature and recommendations for label enhancement. Food Policy, 37(4), 378- 382.

Peer reviewed monographies Orquin, J.L. (2011) Attention, Motivation, and Consumer Judgment: Toward Understanding Consumer Reactions to Food Labels and Stimuli. Department of Marketing and Statistics, Handelshøjskolen, Aarhus Universitet; Nr. 2011:18

Peer reviewed proceedings Orquin, J.L., & Scholderer, J. (2011). Attention to health cues on product packages. Journal of Eye Tracking, Visual Cognition and Emotion, (1). Orquin, J.L., Scholderer, J., & Jeppesen, H. (2012). What you see is what you buy: How saliency and surface size of packaging elements affect attention and choice. Society for Advancement of Behavioural Economics.

Peer reviewed book chapters Orquin, J.L. (2017) Manipuler af markedsføring? Book chapter in Adfærdsdesign. Eds. Jensen, N.H., Lieberoth, A. Plurafutura. Schulte-Mecklenbeck, M., Fiedler, S., Renkewitz, F., Orquin, J.L. (Forthcoming) Reporting standards in eye tracking research. In A Handbook of Process Tracing Methods. (Eds.) Schulte- Mecklenbeck, M., Kühberger, A., Johnson. J. Routledge. Holmqvist, K., Orquin, J.L. (Forthcoming) A best practice guideline for eye tracking research. In A Handbook of Process Tracing Methods. (Eds.) Schulte-Mecklenbeck, M., Kühberger, A., Johnson. J. Routledge.

Other peer reviewed publications Orquin, J.L., Lahm, E., Redere, L., Bagger, P.B., Tsalis, G., Grunert, K.G. (2016) Forbrugeradfærd ved valg af Nøglehulsmærkede produkter i detailhandlen. Report to the Danish Ministry of Food and Agriculture. http://pure.au.dk/portal/files/107375605/DCArapport087.pdf

Manuscripts under review Orquin, J.L., Christensen, J.D., Lagerkvist, C.J. Domain specific effects of blood glucose levels on decision-making under risk. Under review in Evolution and Human Behavior Orquin, J.L., Perkovic, S., Grunert, K.G. Guiding consumer attention and action. Invited article under review in Applied Economic Perspectives and Policy

Manuscripts in preparation Orquin, J.L., Perkovic, S., Bagger, M.P., Todd, P. The optimal shopping problem. In preparation Lahm, E., Orquin, J.L. A meta-analysis of top down and bottom up control of eye movements in decision making. In preparation Bagger, M.P., Orquin, J.L., Scholderer, J. Efficiency gains in repeated binary choice: adaptation to the task environment. In preparation

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Morris, B.S., Chrysochou, P., Mitkidis, P., Christensen, J.D., Orquin, J.L., Barraza, J., Zak, P.J. Stories Trump Information. In preparation Bagger, M.P., Orquin, J.L., Lahm, E., Grunert, K.G. The perceptual pull in decision making. In preparation Orquin, J.L., Chrobot, N., Buxhovi, V. An eye movement analysis of perceptual fluency in consumer choice. In preparation Peschel, A.O., Orquin, J.L., Loose, S.M. Do you choose what you see? The role of attention to labelling on product choice. In preparation

Peer reviewed conference presentations Orquin, J.L., Perkovic, S., Bagger, M.P., Todd, P. (2017) The optimal shopping problem. SPUDM Haifa 2017 Lahm, E., Orquin, J.L., (2017) Nudging decision maker’s attention: a meta-analysis. SPUDM Haifa 2017 Orquin, J. L., Chrobot, N., Grunert, K.G. (2017) Target location probability affects top down control of eye movements. EMAC Groeningen 2017 Orquin, J.L., Perkovic, S., Bagger, M.P., Todd, P. (2017) The optimal shopping problem. EGPROC Galway 2017 Orquin, J. L., & Kurzban, R. (2016). A Meta-Analysis of Blood Glucose Effects on Human Decision Making. HBES Vancouver 2016 Orquin, J.L., Bagger, M.P., Perkovic, S. (2016) Poor optimizers, worse satisficers. EGPROC Bonn 2016 Perkovic, S., Orquin, J.L. (2016) The halo effect: cognitive bias or statistical learning in disguise? EGPROC Bonn 2016 Chrobot, N, Orquin, J.L. (2016) Target location probability affects visual search and decision making. EGPROC Bonn 2016 Orquin, J.L., Bagger, M.P., Lahm, E., Tsalis, G., Grunert, K.G. (2016) Effects of visual stimulus characteristics on attention to front-of-pack food product information. EAAE Boston 2016 Perkovic, S., Orquin, J.L. (2016) The halo effect: cognitive bias or statistical learning in disguise? NCCR Aarhus 2016 Orquin, J.L., Bagger, M.P., Lahm, E., Tsalis, G., Grunert, K.G. (2016) Visual search rules in decision making under information load. NCCR Aarhus 2016 Lahm, E., Orquin, J.L., Bagger, M.P., Tsalis, G., Grunert, K.G. (2016) Effects of visual stimulus characteristics on attention to front-of-pack food product information. NCCR Aarhus 2016 Orquin, J.L., Renkewitz, F., Fiedler, S., Schulte-Mecklenbeck, M., (2015) Transparency standards in eye tracking research. SAGA Bielefeld 2015 Orquin, J.L., Ashby, N., Clarke, A. (2015) Areas of interest as a signal detection problem for behavioral eye tracking research. SPUDM Budapest 2015 Orquin, J. L., & Kurzban, R. (2015). A Meta-Analysis of Blood Glucose Effects on Human Decision Making. EADM Helsinki 2015 Renkewitz, F., Fiedler, S., Schulte-Mecklenbeck, M., Orquin, J.L. (2015) Transparency standards in eye tracking research. EGPROC Berlin 2015 Orquin, J.L., Ashby, N., Clarke, A. (2015) Areas of interest as a signal detection problem for behavioral eye tracking research. EGPROC Berlin 2015 Orquin, J.L., Fiedler, S., Schulte-Mecklenbeck, M., Renkewitz, F. (2015) Transparency standards in eye tracking research. Methodological Issues in Mobile Eye Tracking, Aarhus University 2015 Orquin, J.L., Ashby, N., Clarke, A. (2015) Areas of interest as a signal detection problem for behavioral eye tracking research. TeAP Hildesheim 2015

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Fiedler, S., Schulte-Mecklenbeck, M., Renkewitz, F., Orquin, J.L. (2015) Transparency standards in eye tracking research. TeAP Hildesheim 2015 Orquin, J.L., Mueller Loose, S. (2014) A review on eye movements in decision making. EGPROC Salzburg 2014 Bagger, M., Orquin, J.L., Fiedler, S., Mueller Loose, S. (2013) Capturing learning effects on eye movements in repeated measures experiments. ECEM 2013 Lund University Orquin, J.L., Bradu, C., Thøgersen, J. (2013) The mediated influence of a traceability label on consumer willingness to buy the labeled product. CSR Communication, Aarhus University Orquin, J.L., Mueller Loose, S. (2013) A review on eye movements in decision making. SPUDM 2013 IESE Business School, Barcelona Orquin, J.L., Mueller Loose, S. (2013) Eye movements in decision making. ICMC 2013 Sydney Orquin, J.L., Jeppesen, H.B., Scholderer, S., Haugtvedt, C. (2013) Consumer attention to advertising under alcohol intoxication. APA convention 2013 Honolulu Peschel, A., Orquin, J.L., Mueller Loose, S. (2013) Enhancing product label effectiveness by increasing attention and choice: Combining eye tracking and choice methodologies. EMAC 2013 Istanbul Peschel, A., Orquin, J.L., Mueller Loose, S. (2013) Bottom-up effects on attention capture and choice. ECEM 2013 Lund University Orquin, J.L., Mueller Loose, S., Scholderer, J. (2013) What you see is what you buy: How saliency and surface size of packaging elements influence attention and choice. Pangborn Sensory Science Symposium 2013, Rio. Orquin, J.L., Mueller Loose, S. (2012) Bottom up effects on attention and choice. ANZMAC 2012, Adelaide. Mueller Loose, S., Orquin, J.L. (2012) How stimuli presentation format affects visual attention and choice outcomes in choice experiments. ANZMAC 2012, Adelaide. Orquin, J.L. (2012) Automatic eyes: How the unconscious controls our attention. 2012 MAPP Conference, Middelfart, Denmark. Mueller Loose, S., Orquin, J.L. (2012) The impact of presentation format on visual attention and choice in discrete choice experiments. IAREP 2012, Wroclaw, Poland. Orquin, J.L., Mesovic, V. (2012) Blood Glucose: Mental Fuel or Homeostatic Regulation? Workshop of Testing Theories of Choice Behavior , Berlin. Orquin, J.L., Scholderer, J., Jeppesen, H.B. (2012) What you see is what you buy: How saliency and surface size of packaging elements affect attention and choice. SABE 2012, Granada, Spain. Orquin, J.L., Mueller Loose, S. (2012) Visual attention as a process trace for decision making. SRA Europe Conference 2012, Zurich, Switzerland. Mueller Loose, S., Orquin, J.L. (2012) Are higher costs for visual shelf simulations justified?: The effect of presentation format in choice experiments on attention and choice. 5th European conference on sensory and consumer research, Bern, Switzerland. Mueller Loose, S., Peschel, A., Mesovic, V., Orquin, J.L. (2012) Effects of different health claim presentation formats on attention and choice: Results from a combination of eye tracking and discrete choice. European conference on sensory and consumer research, Bern, Switzerland. Mueller Loose, S., Orquin, J.L. (2012) The impact of presentation format on visual attention and choice in discrete choice experiments. Workshop on Testing Theories of Choice Behavior, Berlin, Germany. Jensen, B.B., Orquin, J.L., Bech-Larsen, T. (2012) What distinguishes passive recipients from active decliners of sales flyers? Nordic Retail and Wholesale Conference, Lund, Sweden.

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Orquin, J.L. (2011) Persuasive health branding of foods: Are we misled? Persuasive 2011, Ohio, United States. Orquin, J.L. (2011) Advertising attention capture under alcohol intoxication. International Symposium on Marketing and Logistics, Tokyo, Japan. Orquin, J.L. (2011) Communication of product healthfulness. International Symposium on Marketing and Logistics, Tokyo, Japan. Orquin, J.L. (2011) Consumer attention to product health cues. ISBNPA 2011, Melbourne, Australia. Bech-Larsen, T., Grunert, K. G., & Orquin, J.L. (2011) Retailer Circulars: Any effects on FMCG brand choice? EIRASS 2011 Orquin, J., & Scholderer, J., (2011) How (not) to communicate product healthfulness, Society of Consumer Psychology Conference 2011 Orquin, J., & Scholderer, J., (submitted) Health communication effectiveness, ISBNPA 2011, Melbourne, Australia. Mueller Loose, S., Orquin, J.L. (2011) MAPP portrait, Danish Choice Modeling Day, SDU Odense 2011 Orquin, J., & Scholderer, J., (2010) Attention to health cues on product packages, International Conference on Eye Tracking, Visual Cognition and Emotion Orquin, J., & Scholderer, J., (2010) Attention to health cues on product packages, MAPP workshop 2010 Orquin, J., & Scholderer, J., (2010) Consumer perceptions of product healthfulness, Rationality, Behavior, Experiment HSE 2010, Moscow, Russia. Orquin, J., & Scholderer, J., (2010) Consumer attention to health cues on dairy product packaging, MAPP workshop 2010 Orquin, J.L., Scholderer, J. (2009) Increasing the effectiveness of health cues, health claims, and nutrition labels on product packages. FOOD Denmark Ph.d. Congress 2009, Kgs. Lyngby, Denmark.

Invited talks to research and industry PhD course on eye tracking, Monash University, Melbourne 2018 Statistical learning in real-world environments…, Kinston Business School, London 2017 The optimal shopping problem, Department of Economics/Aarhus University, Aarhus 2017 Nudging and choice architecture, UNGkom/DJØF, Aarhus 2017 PhD course on eye tracking, Karlsruhe University, Karlsruhe 2017 Target location predictability enhances top down control, University of Leeds, Leeds 2017 Optimal stopping in visual search, National University of Ireland Galway, Galway 2016 Managerial decision making, Grundfos, Munich 2016 Visual search rules in decision making, Aarhus University 2016 Food choice and cognition, Copenhagen University 2015 Measuring attention with eye tracking, Interacting Minds Centre, Aarhus 2015 Keynote presentation, SAGA workshop 2015, Bielefeld University 2015 Top down and bottom up processes in visual decision making, Aarhus University 2015 PhD course on eye tracking, University of Southern Denmark 2015 Workshop on eye movement analysis, Political Science, Aarhus University 2015 Top down and bottom up processes in visual decision making, Lund University 2014 Use of areas of interest in eye tracking research, Lund University 2014 Online business models, Aarhus Business College 2014

CURRICULUM VITAE: JACOB L. ORQUIN 27.10.2017

Workshop on eye tracking methodology, COBE lab, Aarhus University 2014 Learning of eye movements in decision making. Max Planck Institute, Berlin 2014 A taxonomy of digital business models, Aarhus Business College 2013 Learning affects eye movements in decision making, Max Planck Institute, Berlin 2013 Social media marketing, Ohio State University, Columbus 2013 Monash University, Melbourne, 2013 Bottom up and top down processes in decision making, Max Planck Institute, Bonn 2012 Bottom up and top down processes in attention, Copenhagen University, Copenhagen 2012 Consumer behavior and attention, IAE Business School, Buenos Aires 2012 Consumer choice, Wilke, Copenhagen 2012 Consumer choice, Wilke, Aarhus 2012 Consumer behavior and packaging, Teknologisk Institut, Aarhus 2012 Attention and choice, ARLA, Aarhus 2012 Consumers and product packaging, Packnet, Holstebro 2012 Consumer behavior, motivation and attention, Claremont Graduate University, LA 2011 Social media marketing, Wednesday relations, Copenhagen 2010 Health behaviour, IBM, Copenhagen 2010