Hanna Berg

Hanna Berg is an Associate Professor of Marketing at Stockholm Business School, Stockholm University, and also serves as a Research Fellow at the Stockholm School of Economics. Her work is primarily associated with the DIISS research group (Digitalization, Innovation, Internationalization, Sustainability, and Service), which focuses on marketing research within the digital retail landscape.

Her research interests span Marketing and Consumer Behavior, with specific focus on online retailing, consumer visualization, live shopping, older consumers, and advertising stereotypes. With a background in commercial Marketing Research, her work bridges academic theory with practical business applications.

Recent publications show a strong focus on the intersection of technology and consumer experience, particularly examining how digital interfaces affect purchasing decisions, the experience of older consumers in retail settings, and the impact of age representation in advertising. Her work has consistently appeared in top marketing journals including the Journal of Advertising Research, International Journal of Consumer Studies, and Journal of Business Research.

Hanna Berg actively supervises thesis work and teaches courses including Marketing II and continuation courses in marketing. Her research projects often address practical retail challenges, such as how video technology can enhance in-store customer satisfaction and solutions for improving consumer visualization of products in physical retail environments.