Hanna Berg

Hanna Berg serves as a Research Fellow at the Center for Consumer Marketing (CCM) within the Department of Marketing and Strategy at Stockholm School of Economics. Her academic home resides in the School of Business, where she focuses on critical intersections of consumer psychology and retail innovation.

Her research interests prominently feature consumer behavior in aging populations, evidenced by systematic reviews and experimental studies on elderly consumers. She investigates gender representation in advertising through stereotype disruption frameworks, particularly examining older women's portrayal. Technical aspects of visual retail environments constitute another pillar, analyzing mannequin design, augmented reality applications, and online product visualization techniques. Current projects explore digital-physical retail integration, including video-assisted shopping and packaging imagery effects in e-commerce.

Analysis of her 15 most recent publications reveals evolving trends: early work (2014-2016) established foundations in visual merchandising and emotional contagion, while 2020-2025 research demonstrates sophisticated expansion into age-inclusive advertising and technology-mediated retail experiences. Her methodology consistently blends experimental design with real-world retail applications.

• Wallander Scholarship (2016) for three-year research continuation

Berg leverages her decade-long commercial marketing research background to bridge academic rigor with industry applicability. Her work with Handelsrådet and Hakon Swenson stiftelsen demonstrates strong corporate-academic collaboration, particularly in translating findings about visual merchandising and demographic targeting into retail practice. The Center for Consumer Marketing provides her primary research ecosystem, facilitating studies on in-store technology implementations and cross-channel consumer behavior.

Her laboratory environment emphasizes real-world retail testing, with projects frequently conducted in partnership with Swedish retailers. Current work on augmented reality engagement suggests trajectory toward immersive technology applications, while her age-demographics research indicates growing focus on inclusive retail design for aging populations.