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  • 1.
    Andersson, Tom
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Från högtid till måltid: Uppföljning och utvärdering av aktiviteten Valinformation inom ramen för regeringens demokratisatsning 20062007Report (Other academic)
    Abstract [sv]

    Rapporten beskriver arbetet med och resultaten av regeringens satsning inför valet 2006 att med hjälp av lokala föreningar sprida valinformation till medborgarna i de tolv kommuner där valdeltagandet var som lägst 2002.

    Studien bygger på en enkätundersökning av unga väljare i berörda kommuner, telefonintervjuer med ett randomiserat urval av deltagande föreningar, samt hearings och intervjuer med kommunernas och regeringens representanter.

    Projektet utmynnade i en mängd intressanta samarbetsprojekt, där nyckeln till framgång ofta var att föreningarna ägnade sig åt redan beprövade aktiviteter samtidigt som de spred valinformation till sina medlemmar, deras vänner och bekanta. Detta kunde t ex vara fester (därav titeln "Från högtid till måltid"), idrottsevenemang eller studiecirklar.

    Genom att engagera lokala föreningar kunde man avdramatisera valet och göra valdeltagandet mer naturligt och mindre skrämmande. Trots att satsningen fick effekt på själva valdeltagandet i bara ungefär hälften av fallen fick föreningsaktiviteterna många andra positiva effekter för deltagarna och ökade deras medvetenhet och kunskaper om den svenska politiken.

  • 2.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    A Call for a Broader Range of Dependent Variables in Advertising Research2010In: Advances in Advertising Research (Vol. 1) / [ed] R. Terlutter, S. Diehl & S. Okazaki, Wiesbaden: Gabler Verlag/GWV Fachverlage GmbH, 2010, p. 47-58Chapter in book (Other academic)
  • 3.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Do We Need Additional Dependent Variables in Advertising Research?2009Conference paper (Refereed)
  • 4.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The Negative Effects Of Sponsoring a Rival Team2011Conference paper (Refereed)
  • 5.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The role of confidence in attitude–intention and beliefs–attitude relationships2009In: International Journal of Advertising, ISSN 0265-0487, E-ISSN 1759-3948, Vol. 28, no 5, p. 863-880Article in journal (Refereed)
    Abstract [en]

    Confidence – how certain a consumer feels about his or her evaluation of a brand – is of interest to advertising researchers since it appears to be more susceptible to advertising exposure and repetition than other, more commonly used outcome variables, such as brand attitude and purchase intention. However, the role of confidence is not clear. A number of studies in marketing find that confidence predicts purchase intention, whereas other studies, mostly in psychology, find that confidence moderates attitude–intention or attitude–behaviour relationships. These differences in results may be the result of method differences, as the two groups of studies differ in several ways in their methodologies. The present study tests the role of confidence using data from four large sample internet advertising surveys and finds that confidence moderates the attitude–intention relationship. In addition, the study tests whether or not confidence moderates the belief–attitude relationship and finds that confidence moderates this relationship too.

  • 6.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Trends in European Marketing Publication Output2010In: Transfer - Werbeforschung & Praxis, ISSN 1436-798X, Vol. 56, no 4, p. 21-35Article in journal (Refereed)
  • 7.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Two Studies of Consequences and Actionable Antecedents of Brand Love2010In: Journal of Brand Management, ISSN 1350-231X, E-ISSN 1479-1803, Vol. 17, p. 504-518Article in journal (Refereed)
    Abstract [en]

    Brand love is a recent marketing construct, which has been shown to infl uence important marketing variables such as brand loyalty and word-of-mouth. Although this knowledge is academically interesting, its managerial relevance depends on the identifi cation of actionable antecedents of brand love. This study adds to the understanding of the managerial potential of brand love by proposing and testing two actionable antecedents of brand love: Brand identifi cation and sense of community. The study uses the Partial Least Squares approach to structural equation modelling to analyze data from two survey-based studies. The study tests two conceptual models using data for six different brands. The results show that brand dentifi cation and sense of community both have a positive infl uence on brand love, which in turn has a positive infl uence on brand loyalty and active engagement. These findings form the basis for a discussion of the use of image extensions and market shielding to strengthen brand identifi cation and sense of community – with the purpose of elaborating and building brand love.

  • 8.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Eiderbäck, Daniel
    Palombo, Michaela
    Does Verbal Anchoring Improve the Brand Communication Effects of Ads with Pictorial Metaphors?2010Conference paper (Refereed)
  • 9. Bergkvist, Lars
    et al.
    Eiderbäck, Daniel
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Palombo, Michaela
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads With Pictorial Metaphors2012In: Journal of Advertising, ISSN 0091-3367, E-ISSN 1557-7805, Vol. 41, no 2, p. 67-75Article in journal (Refereed)
    Abstract [en]

    This study investigated the differential effects of adding an explanatory headline to ads with a pictorial metaphor on brand communication effects. An experimental study compared the effects of adding a moderate headline, which gives a clue to the ad's message, or a complete headline, which clearly spells out the ad's message, to an ad without a headline. Results show that a complete headline leads to more positive brand communication effects than a moderate headline or no headline at all. A complete headline results in stronger brand beliefs about the key benefit conveyed by the pictorial metaphor, which in turn leads to a more positive brand attitude

  • 10. Bergkvist, Lars
    et al.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Crotty, Patrick
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Effects of Green Seals of Approval on Brand Perceptions2012In: Advances in Advertising Research (Vol. 3): Current Insights and Future Trends / [ed] Martin Eisend, Tobias Langner, Shintaro Okazaki, Wiesbaden: Gabler Verlag/GWV Fachverlage GmbH, 2012, p. 81-92Chapter in book (Refereed)
    Abstract [en]

    There is a fair amount of research on green consumption and some research specifically focused on green seals of approval (hereafter referred to as green seals). For example, there are studies on the general communication effects of green seals (D’Souza et al., 2006; D’Souza et al., 2007), their appropriateness for specific product categories (Montoro-Rios et al., 2006; Montoro-Rios et al., 2008) and their origin, standards and classification (Horne, 2009).

  • 11.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Johansson, Robert
    Nilsson, Danne
    An Exploratory Study of Negative Brand Effects of Sponsorships2011Conference paper (Refereed)
  • 12.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    John R., Rossiter
    The Importance of Choosing “One Good Item” for Single-Item Measures and for the Components of Multiple-Item Measures2009Conference paper (Refereed)
  • 13.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rossiter, John
    The Importance of Choosing One Good Item for Single-Item Measures and Its Generalization to All Measures2009In: Transfer - Werbeforschung & Praxis, ISSN 1436-798X, Vol. 55, no 2, p. 8-18Article in journal (Refereed)
    Abstract [en]

    This article provides a necessary complement to Bergkvist and Rossiter’s (2007) article on single-item measures. The new study tests Rossiter’s (2002) claim in his C-OAR-SE procedure for scale development that "one good item" (meaning the most content-valid item) must be chosen for the single-item measure. The study demonstrates, for measures of Attitude towards the Ad (AAd) and Attitude towards the Brand (ABrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. Generally, there is only one suitable item for measuring these "doubly concrete" constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. The "one good item" recommendation can be extended to the measurement of first-order components of "abstract" constructs, because first-order components must be doubly concrete. The "one good item" recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items.     

  • 14.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rossiter, John R.
    University of Wollongong.
    Comparaison des Validités Prédictives des Mesures d'Un Même Construit des Échelles Mono-Item et des Échelles Multi-Items2008In: Recherche et Applications en Marketing, Vol. 23, no 1, p. 81-96Article in journal (Refereed)
    Abstract [en]

    Cette recherche compare les validités prédictives des mesures mono-item et multi-items de l’attitude envers la publicité (APub) et de l’attitude envers la marque (AMarq), qui font partie des construits les plus mesurés en marketing. Les auteurs évaluentla capacité de APub à prédire AMarq dans des tests de quatre publicités presse concernant différents nouveaux produits. Aucune différence n’est trouvée dans les validités prédictives des mesures mono- et multi-items. Les auteurs concluent que, pour les nombreux construits marketing constitués d’un objet concret unique et d’un attribut concret, tels que APub et AMarq, desmesures mono-item doivent être utilisées.

    Download full text (pdf)
    FULLTEXT01
  • 15.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rossiter, John R.
    Tailor-made single-item measuresof doubly concrete constructs2009In: International Journal of Advertising, ISSN 0265-0487, E-ISSN 1759-3948, Vol. 28, no 4, p. 607-621Article in journal (Refereed)
    Abstract [en]

    The present study addresses how to measure three constructs commonly used in advertisingresearch, namely attitude towards the ad, brand attitude and brand purchase intention. The study replicates and extends Bergkvist and Rossiter's (2007) finding thatsingle-item measures are equally predictively valid as multiple-item measures of basic (doubly concrete - see Rossiter's 2002 C-OAR-SE procedure) constructs in marketing, namely AAd and ABrand. One extension is that the finding holds for free-standing, tailormadesingle-item measures, whereas the previous study establishes this result only for single-item measures extracted from multiple-item measures. Another extension is that single-item equivalence of predictive validity further holds for another widely employed dependent variable construct, PlBrand. The present study goes beyond Bergkvist and Rossiter's study in that it shows that items commonly used in multiple-item measures of AAd and ABrand vary in their predictive validity and that, in some cases, the differences are substantial. The main finding is the further empirical proof that multiple-item scales are unnecessary for validly measuring basic constructs.

  • 16.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rossiter, John R.
    University of Wollongong.
    The Importance of Choosing One Good Item for Single-Item Measures of Attitude towards the Ad and Attitude towards the Brand and Its Generalization to All Measures2009In: Transfer Werbeforschung & Praxis, Vol. 55, no 2, p. 8-18Article in journal (Refereed)
    Abstract [en]

    This article provides a necessary complement to Bergkvist and Rossiter’s (2007) article on single-item measures. The new study tests Rossiter’s (2002) claim in his C-OAR-SE procedure for scale development that “one good item” (meaning the most content-valid item) must be chosen for the single-item measure. The study demonstrates, for measures of Attitude towards the Ad (AAd) and Attitude towards the Brand (ABrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. Generally, there is only one suitable item for measuring these “doubly concrete” constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. The “one good item” recommendation can be extended to the measurement of first-order components of “abstract” constructs, because first-order components must be doubly concrete. The “one good item” recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items.

    Download full text (pdf)
    Fulltext
  • 17.
    Bergkvist, Lars
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rossiter, John R.
    THE ROLE OF AD LIKABILITY IN PREDICTING AN AD’S CAMPAIGN PERFORMANCE2008In: Journal of Advertising, ISSN 0091-3367, E-ISSN 1557-7805, Vol. 37, no 2, p. 85-97Article in journal (Refereed)
    Abstract [en]

    The Advertising Research Foundation’s (ARF’s) influential Copy Research Validity Project (CRVP) endorsedad likability, Lad, as the single best copy-test predictor of campaign sales results, and Lad scores are now widely used by practitioners to approve or reject ads for campaigns. The CRVP’s findings are based on a between-groups experimental design and are incapable of proving whether Lad causes purchase, because individuals who like the ad could be different individuals from those who purchase the product. The present study is an individual-level, quasi-experimental test in which four ads for new brands of different products were copy tested and then “tracked” in simulated campaigns and posttested on brand-based communication effects. The CRVP’s favorable findings for ad likability were not confirmed in these individual-level tests. For each of the four ads, Lad in the copy test significantly predicted brand attitude (Ab) in the copy test, but failed to predict campaign-induced Ab in the posttest.

  • 18.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Consumer Strategies for Coping with Dilemmas in Food Choices: Perspectives on Food Choices and the Meals2012In: Time for Food: Everyday Food and Changing Meal Habits in a Global Perspective / [ed] Patricia Lysaght, Åbo: Åbo Akademis Förlag, 2012, p. 331-345Chapter in book (Refereed)
  • 19.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    First-Person Shooter Games as a Way of Connecting to People: "Brothers in Blood"2009In: Cyberpsychology & Behavior, ISSN 1094-9313, E-ISSN 1557-8364, Vol. 12, no 5, p. 557-562Article in journal (Refereed)
    Abstract [en]

    This work seeks to understand young adults' motives for online gaming and extends previous research concerning social interaction in virtual contexts. The focus of the study is on Counter-Strike and World of Warcraft. Drawing on Baudrillard's concept of simulacra, an analysis of young gamers' motivation for gaming is carried out. The empirical data was generated employing a mix of qualitative methods such as researcher introspection, observation, and interviews with young adults in two different online gaming centers in Stockholm during 2006 and 2007. The results show that online gaming is foremost motivated by social reasons providing the gamers with a possibility of cooperation and communication. Some of the gamers in the study were motivated by escapism. Online gaming also provides gamers with an experience in which ""flow"" can be obtained and serves as a ""hallucination of the real,"" making it possible to do things and try out behaviors that would be impossible to do or try in real life. The gamers felt that online gaming gave them more experiences than real life could provide. For research purposes, this work provides a better understanding of the motivational aspects for gamers.

  • 20.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Frankly speaking - Anthropomorphism in building brands2013In: NFF 2013 On Practice and Knowledge Eruptions: 22nd Nordic Academy of Management Conference, 2013, p. 195-195Conference paper (Refereed)
    Abstract [en]

    The purpose of this paper is to shed light on the appeal of anthropomorphism to marketers. This is done through reference to three relevant advertising models; the Symbolic Communications Model, The Symbolic Transfer Device Model, and the VisCAP Presenter Model, and one critical case study involving an anthropomorphized sheep presenter for a Swedish mobile telecommunications company. The advertising models are found to support the effectiveness of the symbolic presenter, Frank the Sheep, particularly explaining how meaning is transferred from the presenter to the brand, and the effects the presenter has on advertising communication effects such as brand awareness and brand attitude. We extend previous research on how linking anthropomorphic associations to brands can be employed to increase effectiveness of these common marketing communication tactics. We show that anthropomorphized animals can work effectively and quickly when presenting a new brand to the market, but also offer several cautions for managers.

    Summary statement of contribution

    We contribute to theory by drawing together three different but related strands of advertising to explicate how the anthropomorphic brand presenter can increase advertising effectiveness, particularly in quickly positioning or repositioning a brand and developing brand equity. We contribute to managerial practice by demonstrating, through the use of one critical case study, how the choice of anthropomorphic brand presenter must be a considered process, but is one that can add to advertising effectiveness if managed appropriately.

  • 21.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations. School of Business.
    Introspection2007In: The Principles of Knowledge Creation: Research Methods in the Social Sciences, Edward Elgar , 2007Chapter in book (Other (popular science, discussion, etc.))
    Abstract [en]

    The Principles of Knowledge Creation is an essential guide to the various methods of collating, explaining and understanding research data. It provides an overview of the possibilities and opportunities that exist in the research world, and demonstrates the pluralism of scientific approaches and methods.

    The book explores research tools and techniques in the context of objectifying science and interpreting science, and the application of critical science methods. An exhaustive range of research methods are examined by subject specialists from varied social science backgrounds, including sociology, anthropology, philosophy, psychology and pedagogy. They illustrate that no single knowledge creation approach can be applied to all enquiries or studies, and that different interpretations and approaches can lead to the founding of new knowledge and explanations.

    This fascinating, hands-on approach promises to inspire students and researchers to experiment with new and different methods of solving their research problems. As such, it will strongly appeal to all those with an interest in research and research data within the social sciences.

  • 22.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Introspektion2003In: Kunskapande metoder inom samhällsvetenskapen / [ed] Bengt Gustavsson, Lund: Studentlitteratur, 2003, 1. uppl., p. 167-185Chapter in book (Refereed)
  • 23.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Negotiations at the crossroads: compromises concerning food and the meal among contemporary Swedish consumers2010In: Food and meals at cultural crossroads: proceedings of the 17th conference of the International Commission for Ethnological Food Research, Oslo, Norway, 15-19 September, 2008 / [ed] Lysaght, P., Oslo: Novus Forlag, 2010, p. 259-268Conference paper (Other academic)
    Download full text (pdf)
    FULLTEXT01
  • 24.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Rethinking consumers and the Internet2002In: International Commerce Review, ISSN 1864-5747, Vol. 2, no 2, p. 78-84Article in journal (Refereed)
  • 25.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Socker är väl skadligt? Frukt och grönt bra. Blir man tjock av fett? Ett glas vin kan man väl ta?2012Conference paper (Refereed)
    Abstract [sv]

    Socker är väl skadligt? Frukt och grönt bra. Blir man tjock av fett? Ett glas vin kan man väl ta?Ska man tänka ekologiskt och tänka på miljön, eller tänka ekonomiskt och vad man får för sin lön? Ska man tänka på sin kropp och vad som är bra, eller äta det man känner för och vill ha? Socker är väl skadligt? Frukt och grönt bra. Blir man tjock av fett? Ett glas vin kan man väl ta? Det är jobbigt att tänka på vad som är bäst. Vill bara njuta av maten till vardag och fest. (Rosa, 61 år, två utflugna barn)

    Studien syftar till att ge ökad förståelse för de skillnader som ofta uppstår mellan konsumenters uttalade intentioner och faktiska handlande vid val av livsmedel. Det är väl dokumenterat att konsumenters redovisade uppfattning om vad som är viktigt för dem när de väljer sina livsmedel många gånger inte överensstämmer med deras faktiska val (se t ex Miller, 2001; AC Nielsen, 2006).

    Livsmedelsföretagen genomför årligen mängder av marknadsundersökningar för att ta reda på vad deras konsumenter efterfrågar. Företagen har också tillgång till ingående försäljningsstatistik. Och när dessa uppgifter ställs mot varandra är det tydligt att konsumenterna långt ifrån alltid köper de produkter de tidigare sagt sig vilja ha. Många av dagens livsmedelskonsumenter tar varje dag mer eller mindre komplexa beslut när de handlar. Familjemedlemmars olika viljor och preferenser ska vägas samman samtidigt som aspekter som tid, pengar och kunskap ska hanteras. Syftet med studien är att kartlägga vid vilka tillfällen det uppstår ett gap mellan intention och handling bland livsmedelskonsumenter i Storstockholm. Studien syftar även till att förstå orsakerna till gapet samt vilka strategier konsumenter använder sig av för att motivera och förklara sina beslut, det vill säga hur man hanterar gapet i dagliga livet.

    Resultaten bygger på data från en longitudinell studie med 37 hushåll i Stockholmsområdet som genomfördes under en 18-månaders period (2008-2009). Informanterna representerade hushåll med små barn, hushåll med tonåringar eller hushåll där barnen nyligen hade flyttat hemifrån (s.k. "empty nest" hushåll). För att förstå skillnaden mellan intention och handling användes en blandning av olika kvalitativa metoder: intervjuer vid två separata tillfällen, s.k. "shopalongs" i butik, insamling av inköpskvitton, författande av dikter samt val av bilder. Resultaten visar att diskrepansen mellan konsumenternas uttalade intentioner och faktiska handlande är som störst i situationer där kraven på konsumenterna är motstridiga. Följande dilemman har identifierats som särskilt problematiska i detta avseende:

    1) Pris och kvalitet, 2) Tid och ambition, 3) Smak och hälsa, 4) Originalitet och barnens krav samt 5) Ekologiskt och miljövänligt. Genom att identifiera ovanstående dilemman eller motstridigheter har vi kunnat kartlägga några strategier som konsumenterna använder sig av för att hantera dem. De strategier som vi har kunnat urskilja har vi valt att kalla: rättfärdigande av icke-val, kompensatoriska matvanor och familjespecifika strategier.

  • 26.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The Gap between Intentions and Practices when choosing Groceries2013Conference paper (Other academic)
    Abstract [sv]

    Studien syftar till att ge ökad förståelse för de skillnader som ofta uppstår mellan konsumenters uttalade intentioner och faktiska handlande vid val av livsmedel. Det är väl dokumenterat att konsumenters redovisade uppfattning om vad som är viktigt för dem när de väljer sina livsmedel många gånger inte överensstämmer med deras faktiska val (se t ex Miller, 2001; AC Nielsen, 2006).

    Livsmedelsföretagen genomför årligen mängder av marknadsundersökningar för att ta reda på vad deras konsumenter efterfrågar. Företagen har också tillgång till ingående försäljningsstatistik. Och när dessa uppgifter ställs mot varandra är det tydligt att konsumenterna långt ifrån alltid köper de produkter de tidigare sagt sig vilja ha. Många av dagens livsmedelskonsumenter tar varje dag mer eller mindre komplexa beslut när de handlar. Familjemedlemmars olika viljor och preferenser ska vägas samman samtidigt som aspekter som tid, pengar och kunskap ska hanteras. Syftet med studien är att kartlägga vid vilka tillfällen det uppstår ett gap mellan intention och handling bland livsmedelskonsumenter i Storstockholm. Studien syftar även till att förstå orsakerna till gapet samt vilka strategier konsumenter använder sig av för att motivera och förklara sina beslut, det vill säga hur man hanterar gapet i dagliga livet.

    Resultaten bygger på data från en longitudinell studie med 37 hushåll i Stockholmsområdet som genomfördes under en 18-månaders period (2008-2009). Informanterna representerade hushåll med små barn, hushåll med tonåringar eller hushåll där barnen nyligen hade flyttat hemifrån (s.k. ”empty nest” hushåll). För att förstå skillnaden mellan intention och handling användes en blandning av olika kvalitativa metoder: intervjuer vid två separata tillfällen, s.k. ”shopalongs” i butik, insamling av inköpskvitton, författande av dikter samt val av bilder. Resultaten visar att diskrepansen mellan konsumenternas uttalade intentioner och faktiska handlande är som störst i situationer där kraven på konsumenterna är motstridiga. Följande dilemman har identifierats som särskilt problematiska i detta avseende: 1) Pris och kvalitet, 2) Tid och ambition, 3) Smak och hälsa, 4) Originalitet och barnens krav samt 5) Ekologiskt och miljövänligt. Genom att identifiera ovanstående dilemman eller motstridigheter har vi kunnat kartlägga några strategier som konsumenterna använder sig av för att hantera dem. De strategier som vi har kunnat urskilja har vi valt att kalla: rättfärdigande av icke-val, kompensatoriska matvanor och familjespecifika strategier.

  • 27.
    Frostling-Henningsson, Maria
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Hedbom, Martin
    Thuresson, Ludvig
    Varför skiljer sig intention från handling vid val av livsmedel?: samt vilka strategier använder livsmedelskonsumenter sig av för att hantera detta gap?2010Report (Other academic)
    Abstract [sv]

    Konsumenters redovisade uppfattning om vad som är viktigt för dem ger sällan en god bild av hur deras faktiska konsumtion ser ut. Detta skapar stora problem för de företag som söker lära känna konsumenterna. Rapporten syftar därför till att ge ökad förståelse för de skillnader som ofta uppstår mellan konsumenters uttalade intentioner och faktiska handlande vid val av livsmedel. Rapporten redovisar resultat från kvalitativa data som under 2008 och 2009 samlats in från 36 hushåll (småbarnshushåll, tonårshushåll och hushåll med utflugna barn) i Stockholmsområdet. Vi har sett att diskrepansen mellan konsumenternas uttalade intentioner och faktiska handlande är som störst i situationer där kraven på konsumenterna är motstridiga. Följande dilemman har identifierats som särskilt problematiska i detta avseende:

     

    • Pris och kvalitet
    • Tid och ambition
    • Smak och hälsa
    • Originalitet och barnens krav
    • Ekologiskt och miljövänligt

     

    Genom att identifiera ovanstående dilemman eller motstridigheter har vi också kunnat kartlägga de strategier som konsumenterna använder sig av för att hantera dem. De strategier som vi har kunnat urskilja har vi valt att kalla: kompensatoriska matvanor, rättfärdigande av icke-val, ångestreducerande val och familjespecifika strategier.

     

    Baserat på strategierna har vi tagit fram rekommendationer för hur handel och producenter ska kunna möta sitauationer och val som konsumenter upplever som svåra. Rekommendationerna handlar exempelvis om tydlig och enkel information när det gäller vad som skiljer ekologiska produkter från konventionellt odlade livsmedel. Handel och producenter bör också ta fram måltidslösningar som är avpassade för olika hushållsgruppers speciella behov. Barnfamiljer önskar att handeln erbjuder måltider som är näringsriktiga, enkla, inte smakar för mycket och går snabbt att laga. På motsvarande sätt önskar tonårsfamiljer måltidslösningar som är enkla att värma flera gånger och som går att anpassa efter att någon i hushållet är vegetarian, eller liknande. För de hushåll där barnen flyttat ut finns ett behov av måltider som är goda, smakrika, gärna lite ”vardagslyxiga”, och samtidigt är ”smala”, tar hänsyn till höga kolesterolvärden och diabetikers särskilda behov.

     

    Trots att många av dagens konsumenter är medvetna om och intresserade av miljö- och hållbarhetsfrågor resulterar medvetenheten förhållandevis sällan i överensstämmande konsumtion. Handel och producenter måste av den anledningen kommunicera med konsumenterna på ett mer medvetet sätt. Det räcker inte att erbjuda ekologiska livsmedel när konsumenterna vill kunna förena ekologiska val med val av livsmedel som även tar hänsyn till miljöaspekter och transporter. Här efterfrågas måltidslösningar baserade på ekologiska och lokalproducerade livsmedel, helst efter säsong. Andra områden där handeln bör kommunicera mer aktivt är när det gäller tillsatser. Här bör handel och producenter skilja på nödvändiga och onödiga tillsatser och kommunicera vad som gör vissa tillsatser nödvändiga.

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  • 28.
    Frostling-Henningsson, Maria
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Hedbom, Martin
    Wilandh, Ludvid
    You have to eat French fries and Bernaise sauce otherwise life is over!: consumers' dilemmas concerning food choices2012In: Nordic retail research: emerging diversity / [ed] Johan Hagberg, Ulrika Holmberg, Malin Sundström, Lars Walter, Göteborg: BAS , 2012, p. 33-47Chapter in book (Refereed)
    Abstract [en]

    Studies of food choices are often made in isolation, concerning a single product and regarded as an individual consumer activity. The social and cultural system, in which food choices are made, is often neglected. This paper argues that food choices are influenced by the household members and take place in a social context. Compromises between contradicting demands of different household members becomes the solution to align individual preferences. There are many individual wills to consider in order to buy, to cook and to serve food that suits all family members. Traditional attitude models that have been used in food studies when measuring determinants of food choices have had a rather low rate of predictability. What people say they intend to buy is not the same as the actual choice in the food store.  Hence, it often exist a gap between intention and practices.

    The paper aims at presenting some consumer strategies that consumers employ in order to mediate dilemmas when choosing what food to buy. In order to shed light on the processes that occur between intentions and practices concerning food choices different qualitative methods were applied. A consumer panel consisting of 33 Swedish households was followed over one and a half year. Various consumer dilemmas were identified: price and quality, time and ambition, health and taste, originality and children´s demands and organic and eco-friendly. In order to solve these dilemmas consumer used various strategies such as 1) Justification of non-choices, 2) Compensatory food habits, 3) Individualized food habits and 4) Agony reducing strategies.

    Key words: intentions, practices, food choices, consumer panel, qualitative method

  • 29.
    Frostling-Henningsson, Maria
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Jakobsson, Anna
    Downloading Music from a Consumer Perspective2003In: Markets in the Information Age, Konkurrensverket , 2003, p. 162-200Chapter in book (Refereed)
  • 30.
    Frostling-Henningsson, Maria
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations. School of Business.
    Wikström, Solveig
    School of Business.
    Bridging the Gap between Attitude and Behavior in Food Consumption2007In: MAPP Workshop: Dept. of Marketing and Statistics, 2007Conference paper (Other (popular science, discussion, etc.))
    Abstract [en]

    Abstract

    Title: “Bridging the gap between attitude and behavior in food consumption”

    Authors: Maria Frostling-Henningsson, Solveig Wikström

    Affiliations: School of Business, Stockholm university

    Keywords: Attitude, behavior, food consumption

    There are many demands on contemporary food consumption for bringing about not only well-being but also pleasure and health. The different demands are often perceived as conflicting, calling for trade offs. One example is the contradiction between what tastes good and what is healthy. Theoretical research on these issues deals with the well known fact that what consumers say and what they do are not always the same. Hence, there is a gap between attitudes and behavior, extensively referred to in consumer behavior literature, but scarcely researched more in depth. The most influential model for measuring attitudes is the Fishbein model, taking into account salient beliefs, object attribute linkages and evaluation, but ignoring the role of affection.

    We proceed from an approach where the food and the meal are embedded in a cultural and social context. With this approach the gap between attitude and behavior depends not only on consumers’ preferences and resources, but rather on the involvement, perceptions, experiences, life-styles and self-image of the consumers. We also proceed from a perspective where consumption of food is perceived as defining relationships with ‘people that matter’.

    Theoretically, we will proceed from Festinger’s theory of cognitive dissonance, Levi-Strauss ideas of structures behind the fluctuating and changing appearances of social behavior and Miller’s theory of shopping.

    The results will add empirical and theoretical knowledge regarding how consumers relate to food on a broad basis. The study will provide knowledge about combinations of claims that consumers perceive as strongly contradictory when making decisions concerning food. Additionally, the analysis will provide information about various patterns of trade offs that different category of consumers’ exhibit. In summary, this information will explain the mechanisms behind the gap between what consumers say and what they actually do.

    The research is part of a four year multidisciplinary research program.

  • 31.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Aspects of Materialism: In Search of the Core of the Construct2007In: The Future of Nordic Business Schools: 19th Nordic Academy of Management Conference, 2007Conference paper (Other (popular science, discussion, etc.))
    Abstract [en]

    Material values is an elusive concept which seems to vary in structure and level across age groups and gender. This study examines these variations in relation to satisfaction with various life domains.

    The strongest correlations are found between the various sub-components of material values and satisfaction with advertising and the media, especially for young consumers. For this age group (with the exception of teenage girls), the relations between material values and satisfaction with various life domains are moreover positive, whereas they are negative for adults. Thus, a tentative explanation for why some adult consumers hold on to material values even though it is not an efficient coping strategy for them, is that these values were internalised at younger age – when they were learnt because they had more successful outcomes - and old habits are hard to break.

  • 32.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Contribution of Cause-Related Marketing (CRM) to Familiar Brands: Is the Effect of Brand-Cause Fit Influenced by Level of Category Involvement?2011Conference paper (Refereed)
    Abstract [en]

    The purpose of this paper is to examine how the impact of cause-related marketing (CRM) on familiar brands varies with level of brand/cause fit and product category involvement. According to the results of an experimental study, effects of CRM were scarce. Following previous research, it was expected that CRM messages, especially high fit messages and especially in high involvement conditions, would have a positive influence on advertising effects, but this could not be supported. The results nevertheless warrant further research on the topic.

  • 33.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    En växande marknad: Studie av nöjdheten med konsumtionsrelaterade livsområden bland unga konsumenter2007Doctoral thesis, monograph (Other academic)
    Abstract [sv]

    I den här avhandlingsstudien undersöks nöjdheten med tillvaron i vårt konsumtionssamhälle bland konsumenter i olika åldrar. De tre områden som för unga konsumenter (9 - 19 år) som grupp hade starkast samband med den övergripande nöjdheten: (1) att vara nöjd med sig själv, (2) sina kläder, samt (3) viktrelaterad hälsa, studeras sedan närmare. Fokus ligger på nöjdhetens samspel med olika aspekter på konsumtion, där olika förhållningssätt kan tänkas vara kännetecknande för mer eller mindre nöjda konsumenter. De undersökta aspekterna är materiella värderingar, inställning till reklam, mottaglighet för social påverkan inför köp, kommunikation om konsumtion i familjen, konsumtion av onyttiga livsmedel, läsvanor och TV-vanor.

    Till underlag för undersökningen ligger en enkätstudie med totalt 816 respondenter, samt en intervjustudie med totalt 200 deltagare. Urvalet, som består av skolungdomar mellan 9 och 19 år samt en mindre grupp av deras föräldrar, bor alla i Degerfors kommun i östra Värmland.

    Huvudresultaten är att de flesta är ganska eller mycket nöjda med merparten av undersökta områden. Dock finns intressanta skillnader mellan olika åldersgrupper och kön. De kvantitativa resultaten kompletteras med en mängd intressanta och insiktsfulla utsagor från studiens deltagare när det gäller de flesta av undersökta områden.

    Sammantaget kan resultaten tolkas enligt en modell som går ut på att vi blir nöjda med våra konsumtionsval så länge de birdrar till att uppfylla våra mål, vilket i de flesta fall sker genom att vi i form av kunskapsutvecklande eller symbolisk konsumtion får större inflytande i relevanta referensgrupper.

  • 34.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Material Values, Valued Possessions, and Their Use: A Study of Schoolchildren Age Nine to Fifteen2007Conference paper (Refereed)
    Abstract [en]

    This paper reports a study of material values, other values, and possessions in young consumers. As in adults, according to definition, material values in schoolchildren are associated with valuing more, and more expensive things. High- materialism children also value publicly consumed and status-oriented things more than low-materialism children. However, in contrast to adults, high-materialism children do not value things associated with other people (e.g., photos) less than low-materialism children. In all, they value interpersonal relations as much, or more, than low-materialism children. In fact, many possessions high-materialism children value more can be used in interpersonal relations, and are perhaps therefore valued.

  • 35.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Positive and Negative Reinforcement in Advertising Messages: Effects on Memory, Attitudes, and Intentions2007In: : Effects on Memory, Attitudes, and Intentions, 2007Conference paper (Refereed)
    Abstract [en]

    Brands in many product categories, such as the beauty and hygiene category, can be advertised with either positive (transformational) or negative (informational) reinforcement messages. In this experiment, these types of messages are found to have different and opposing influences on memory, attitudes, and purchase intentions. There are tendencies for negative reinforcement messages to improve the memory for ads and brands, but worsen ad and brand attitudes. For unknown brands, purchase intentions are also lowered, though not for well-known brands, where they tend to increase instead.

  • 36.
    Hjalmarson, Hanna
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Review of Recent Nordic Research in Advertising and PR (2000-2011)Manuscript (preprint) (Other academic)
    Abstract [en]

    Advertising and public relations as a distinct academic field is a new phenomenon in the Nordic countries, even though advertising and public relations research has long been carried out within adjacent fields such as marketing, communications studies etc. The purpose here is to provide a review of the advertising and public relations research conducted by Nordic researchers in the new millennium (2000 – 2011). After attempting to define the area, literature reviews by means of database searches based on keywords/search terms were made, resulting in a final sample of 274 papers. These were further classified by means of quantitative and qualitative content analyses.  The quantitative analysis, based on title information, enabled findings with respect to the journals were most Nordic advertising and public relations research is currently published, along with the nations, schools, and individual researchers that are most frequently represented. The qualitative analysis, based on abstracts, enabled findings as to what field (advertising or PR), which type of communication (commercial, social, political, internal) and which subthemes were most represented. The conclusions were that even though advertising and public relations are in practice usually both part of integrated marketing communications campaigns, from a research perspective, they represent two very different streams; and that much research is not very practically – or even theoretically – oriented. Moreover, the database search term/key word system showed serious flaws given the task at hand, lowering the reliability of the results. Resarch papers using advertising and/or public relations as seach terms need not deal with these, or even adjacent topics, giving rise to the suspicion that there are papers not using these terms that indeed are. Abstracts are often poorly written, giving little clue to why a research project is performed or what its results and implications are. The conclusions of this study are, on a positive note, that there is room for improvement and cross-over studies. On a negative note, it shows that that the Nordic advertising and public relations research field is scattered and often lacks implications for practical reality. More cooperation between academics and practitioners in this field is encouraged.

  • 37.
    Hjalmarson, Hanna
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Bergkvist, Lars
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Celebrity Endorsements: The Mediating Role of Attitude Toward the Alliance2012Conference paper (Refereed)
    Abstract [en]

    This paper introduces attitude toward the endorsement as a mediating variable in the relationship between the independent variables attitude toward the celebrity, celebrity-brand fit, and celebrity expertise, and the dependent variable brand attitude. A field experiment with celebrity-brand pairings from real-world campaigns was carried out with young, female consumers as participants. Mediation analyses showed that attitude toward the endorsement mediated the relationship between all three independent variables and brand attitude.

  • 38.
    Hjalmarson, Hanna
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Lange, Fredrik
    Trivial Attributes as Taste Enhancers: The Case of Strong and Weak Brand Berry Liquorice Pastilles2010In:  , 2010Conference paper (Refereed)
    Abstract [en]

    In this study, we find that the addition of trivial attributes can improve product taste, brand attitude, and purchase intention. That trivial attributes had significant influence on product taste, important in all food and beverage categories, adds to the complexity of sensory perception. In an experiment with berry liquorice pastilles, the effects of trivial attributes seem to be stronger if  pastilles taste “intrinsically” bad and if they are introduced under a well-known brand. However, the addition of trivial attributes also have positive effects for an unknown (fictitious) brand.

  • 39.
    Hjalmarson, Hanna
    et al.
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Maquet, Monica
    Sjöström, Emma
    Marketing to Consumers in Different Shades of Green: The Case of Chiquita Bananas/Rainforest Alliance2010In: Corporate Social Responsibility: Challenges and Practices / [ed] Peter Dobers, Stockholm: Santérus Academic Press Sweden, 2010, p. 121-146Chapter in book (Refereed)
    Abstract [en]

    This paper revolves around Swedish consumers’ perceptions of a TV marketing campaign informing about the certification of Chiquita bananas by the non-profit organization Rainforest Alliance. The certification means that Chiquita bananas have become more environmentally friendly, though not as friendly as to be marketed as ecological in Sweden, making this an interesting case to study. Through interviewing and surveying banana purchasers in the store, it was found that awareness of the campaign had a positive influence on the chain of advertising effects, but that more ecologically aware consumers, as well as consumers more sceptical to advertising, were less inclined to purchase, and had a more negative attitude to, the Chiquita brand. However, there was no relation between ecological awareness and ad scepticism in this sample. Implications for the marketing of (more or less) green products are discussed.

  • 40.
    Lennstrand, Bo
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business.
    Persson, Christian
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Wikström, Solveig
    Media Technology and Graphic Arts, Royal Institute of Technology (KTH).
    E-commerce in a multi-channel retailing context2002In:  , 2002Conference paper (Refereed)
    Abstract [en]

    The paper reports on qualitative case studies of a purposeful sample of e-commerce companies. This is part of ongoing research, aiming at pointing out the qualities that characterize profitable e-commerce activities. The findings are compared with the success criteria derived from previous research on consumers’ evaluation of the e-channel. The paper concludes by discussing the prerequisites for a successful e-business. From our previous research, we have hypothesized that the e-channel should be seen as a complementary channel to the traditional channels. Therefore, we particularly focus on multi-channel retailers.

  • 41.
    Persson, Christian
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Teaching e-commerce and marketing communication in higher education2011In: / [ed] Paul Cunningham and Miriam Cunningham, IIMC International Information Management Corporation Ltd , 2011, , p. 8Conference paper (Refereed)
    Abstract [en]

    This paper presents lessons learnt from a course aimed at giving students expert knowledge in marketing communication on the Internet. The course is developed on the basis of increased use of digital media channels for marketing communication. The paper discusses methods on developing efficient courses in higher education where the development pace of the subject is high. Today universities try to design higher education courses such that they meet the demands of the working life. One pedagogy aimed at meeting this goal is Situated Learning. Three different pedagogical activities that can be described as Situated Learning have been implemented in this course. 1. Teaching based on practical experience with teachers from outside the university. 2. Students as a teaching resource in the course where their competence can be used. 3. A strategy for course literature aimed at actuality and relevance.

  • 42. Pomering, Alan
    et al.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Can social responsibility ameliorate ongoing irresponsibility?: Australian clubs' pursuit of legitimacy through CSR communication at a time of crisis?2013Conference paper (Other academic)
    Abstract [en]

    The withdrawal of legitimacy presents a crisis requiring an effective communication response. Corporate social responsibility (CSR) claims are often included in the response in order to manage the impression of the organisation as meeting societal expectations, particularly in controversial industries. Alternatively, an organisation may argue its legitimacy. This paper considers the latter response, arguing that registered clubs, a controversial sector of the Australian gambling industry, use techniques of neutralisation in an attempt to justify their continued targeting of a vulnerable gambling consumer segment, problem gamblers, and forestall Government efforts to impose increased regulation over electronic gaming machines (EGMs), the key source of registered club revenues. Little extant research considers CSR communication responses during legitimacy crises. As, historically, registered clubs exist in order to make a contribution within the communities they serve, and hence were given a license to operate gambling activities, this study provides an interesting insight into how controversial industries might seek to project an image of maintaining a socially responsible and acceptable performance standard. Techniques of neutralisation are juxtaposed with theories of legitimacy and deliberative democracy, and considered in terms of impression management and agenda setting political discourse.

     

    Keywords

  • 43.
    Pomering, Alan
    et al.
    University of Wollongong.
    Persson, Christian
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The Silos Estate: A systematic Approach To Sustainability Using The Sustainability Tourism Marketing Model2013In: CAUTHE 2013: Tourism and Global Change: On the Edge of Something Big: Proceedings of the 23rd CAUTHE conference / [ed] Fountain, Joanna; Moore, Kevin, Christchurch, N.Z, 2013, p. 627-628Conference paper (Refereed)
    Abstract [en]

    The purpose of this paper is to report on a single case study use of the sustainability tourism marketing model, as proposed by Pomering, Noble and Johnson (2011) in order to highlight the possibilities for tourism businesses to develop more sustainability-oriented products and guest experiences.

  • 44.
    Pomering, Alan
    et al.
    University of Wollongong, Australia.
    Persson, Christian
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Young Travellers’ Dispositions Towards Sustainable Tourism Mobility information: An International Exploratory Analysis2013In: CAUTHE 2013: Tourism and Global Change: On the Edge of Something Big / [ed] Fountain, Joanna; Moore, Kevin, Christchurch, N.Z, 2013Conference paper (Refereed)
    Abstract [en]

    The tourism industry’s contribution to climate change is significant, especially due to air travel. The purpose of this paper is to explore psychological determinants of more sustainable tourism mobility decision-making. We present the findings from an exploratory study of young travellers, from Australia and Sweden into the links between attitude to anthropogenic climate change (AAcc) and demand for information about the environmental impacts of personal travel; and tourism suppliers’ sustainability orientations. We find AAcc related to a number of key sustainable tourism mobility information demand variables, for example, desire for more information about sustainability on travel companies’ websites, as presented in Table 1. Implications and further research directions are discussed.

  • 45.
    Stolt, Björn
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Meteorologisk mobbing2007In: ResuméArticle in journal (Other (popular science, discussion, etc.))
  • 46.
    Wikström, Solveig
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business.
    Carlell, Camilla
    Stockholm University, Faculty of Social Sciences, School of Business.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    From real world to mirror world representation2002In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 55, no 8, p. 647-654Article in journal (Refereed)
    Abstract [en]

    Offerings on the Net are assessed using two well-established perspectives on consumer buying behavior — a cognitive decision-making perspective and an emotional experience-seeking perspective. Three models of virtual representation are discussed — the mirror model, the synergy model, and the virtual model. These models, in combination with empirical illustrations of Swedish consumers' virtual buying behavior, indicate which aspects of a virtual representation the consumers perceive as crucial for participation in a new buying behavior and which aspects turn them off. Managerial implications of the assessment are also discussed and questions for future research are posed.

  • 47.
    Wikström, Solveig
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Carlell, Camilla
    Stockholm University, Faculty of Social Sciences, School of Business.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    Shopping on the net: from the real world to a mirror world2002In: Global e-commerce and online marketing: watching the evolution / [ed] Nikhilesh Dholakia, Wolfgang Fritz, Ruby Roy Dholakia, Norbert Mundorf, Westport, Conn.: Quorum Books , 2002, p. 141-154Chapter in book (Other academic)
  • 48.
    Wikström, Solveig
    et al.
    Stockholm University, Faculty of Social Sciences, School of Business, Marketing.
    Frostling-Henningsson, Maria
    Stockholm University, Faculty of Social Sciences, Department of Advertising and Public Relations.
    The internet as a grocery store: observations from Sweden2002In: Global e-commerce and online marketing: watching the evolution / [ed] Nikhilesh Dholakia, Wolfgang Fritz, Ruby Roy Dholakia, Norbert Mundorf, Westport, Conn.: Quorum Books , 2002, p. 83-98Chapter in book (Other academic)
1 - 48 of 48
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