Hanna Berg is an Associate Professor of Marketing at Stockholm Business School, Stockholm University and a Research Fellow at the Stockholm School of Economics. Her main research areas are Marketing and Consumer Behavior. Recent research topics include online retailing, online product pictures, consumer visualization, live shopping, older consumers, and advertising stereotypes. Hanna also has a background in commercial Marketing Research.

Ongoing research projects:

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

https://handelsradet.se/forskning-och-utveckling/forskningsprojekt/digitala-kundmoten-i-fysiska-butiker-kan-videomoten-och-videomaterial-oka-forsaljning-och-nojdhet/

Tekniska lösningar för att underlätta konsumenters visualisering av produkter i butiker

https://handelsradet.se/forskning-och-utveckling/forskningsprojekt/tekniska-losningar-for-att-underlatta-konsumenters-visualisering-av-produkter-i-butiker/

Recent publications: 

Berg, H., Nilsson, E., & Liljedal, K. T. (2024). Consumer-facing technology in retailing: how technology shapes customer experience in physical and digital stores. The International Review of Retail, Distribution and Consumer Research, 1–5. https://doi.org/10.1080/09593969.2024.2344152

Berg, H., Liljedal, K. T., Söderlund, M., & Daunfeldt, S. O. (2023). Happy to see you: the positive effects of in-store service encounters on the satisfaction of older consumers. The International Review of Retail, Distribution and Consumer Research, 33(5), 479-493. https://doi.org/10.1080/09593969.2023.2229074

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