Hanna Berg is a researcher at the Center for Consumer Marketing (CCM) at the Stockholm School of Economics. She completed her doctorate studies at the Stockholm School of Economics in September 2015. The topic of her dissertation was consumer responses to depictions of people in marketing. Her research has been published in academic journals, book chapters and research reports. After her dissertation, Hanna was the project manager for a research project funded by Handelsrådet, comparing consumer responses to visual merchandising online and offline, which was concluded in the summer of 2017. In 2016 she was awarded a three-year Wallander scholarship to continue her research. Hanna also has a 10-year background in commercial marketing research.
Lindström, A., Berg, H., Nordfält, J., Roggeveen, A. L., & Grewal, D. (2016). Does the presence of a mannequin head change shopping behavior?. Journal of Business Research, 69(2), 517-524. doi: 10.1016/j.jbusres.2015.04.011
Berg, H. (2015). Headless: The Role of Gender and Self-Referencing in Consumer Response to Cropped Pictures of Decorative Models. Psychology & Marketing, 32(10), 1002–1016. doi: 10.1002/mar.20838
Berg, H., Söderlund, M., & Lindström, A. (2015). Spreading joy: examining the effects of smiling models on consumer joy and attitudes, Journal of Consumer Marketing, 32(6), 459 – 469. doi: 10.1108/JCM-03-2015-1356
Söderlund, M., Berg, H., & Ringbo, J. (2014). When the customer has left the store: An examination of the potential for satisfaction rub-off effects and purchase versus no purchase implications. Journal of Retailing and Consumer Services, 21(4), 529-536. doi: 10.1016/j.jretconser.2014.04.004