Hanna Berg

Hanna Berg is a researcher at the Center for Consumer Marketing (CCM) at the Stockholm School of Economics. Her research to date has focused on the consumer responses to depictions of people in marketing. Recent research topics include store mannequins, pictures of smiling people, ”headless” models in online retail and co-creation of new products.

Hanna currently works on a research project financed by HUR/Handelsrådet, comparing consumer responses to online and offline visual merchandising:

http://www.handelsradet.nu/forskning-och-utveckling/forskningsprojekt/handelns-betydelse-roll-och-funktion-i-samhallet-oppen-kategori/konsumentreaktioner-pa-visuell-butiksmarknadsforing-i-digitala-och-fysiska-butiker/

Recent articles:

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

Lindström, A., Berg, H., Nordfält, J., Roggeveen, A. L., & Grewal, D. (2015). Does the presence of a mannequin head change shopping behavior? Journal of Business Research. In Press. doi:10.1016/j.jbusres.2015.04.011