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Berg, Hanna

Hanna Berg is a Research Fellow at the Center for Consumer Marketing (CCM). She completed her doctorate studies at the Stockholm School of Economics in September 2015. Her research has been published in academic journals, book chapters and research reports. After her dissertation, Hanna has worked on several research project. 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.

Research projects:

Tekniska lösningar för att underlätta konsumenters visualisering av produkter i butiker (Handelsrådet)

Digitala kundmöten i fysiska butiker – kan videomöten och videomaterial öka försäljning och nöjdhet? (Handelsrådet)

Annonser i nätbutiker (Hakon Swenson stiftelsen)

Förpackningar på nätet: Konsumenters reaktioner på bilder av förpackningar i onlinehandeln (Hakon Swenson stiftelsen)

En butik för alla åldrar? Äldre konsumenters reaktioner på fysiska butiksmiljöer (Handelsrådet)

Konsumentreaktioner på visuell butiksmarknadsföring i digitala och fysiska butiker (Handelsrådet)

Research articles:

Berg, H., & Liljedal, K. T. (2023). Why Casting Older Female Models Is Good for Advertising: The Positive Effects of Challenging The Underrepresentation of Older Women in Ads. Journal of Advertising Research, 63(1), 61-80. https://doi.org/10.2501/JAR-2023-001

Berg, H., & Liljedal, K. T. (2022). Elderly consumers in marketing research: A systematic literature review and directions for future research. International Journal of Consumer Studies, 46(5), 1640–1664. https://doi.org/10.1111/ijcs.12830

Åkestam, N., Rosengren, S., Dahlen, M., Liljedal, K.T., & Berg, H. (2021). Gender stereotypes in advertising have negative cross-gender effects, European Journal of Marketing, 55(13), 63-93. https://doi.org/10.1108/EJM-02-2019-0125

Berg, H., & Lindström, A. Online product size perceptions: Examining liquid volume size perceptions based on online product pictures. Journal of Business Research, 122, 192-203. https://doi.org/10.1016/j.jbusres.2020.09.001

Liljedal, K. T., Berg, H., & Dahlen, M. (2020). Effects of Nonstereotyped Occupational Gender Role Portrayal in Advertising: How Showing Women in Male-Stereotyped Job Roles Sends Positive Signals about Brands. Journal of Advertising Research, 60(2), 179-196. https://doi.org/10.2501/JAR-2020-008

Liljedal, K. T., & Berg, H. (2020). Consumer responses to pictures of co-creating consumers in marketing communications. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-12-2019-3544

Soderlund, M., & Berg, H. (2019). Employee emotional displays in the extended service encounter: A happiness-based examination of the impact of employees depicted in service advertising. Journal of Service Management, 31(1), 115-136. https://doi.org/10.1108/JOSM-06-2019-0208

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. https://doi.org/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. https://doi.org/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. https://doi.org/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. https://doi.org/10.1016/j.jretconser.2014.04.004