Maria Frostling

Maria Frostling is an Associate Professor at Stockholm Business School, Stockholm University. Her research focuses on Advertising and Marketing Communications, Consumer Behavior, and Corporate Social Responsibility (CSR), with particular emphasis on the gap between consumer intentions and actual practices in food purchasing and technology adoption.

• Current research explores CSR communication strategies and brand meaning development
• Main methodological approach: qualitative research (interviews, shop-alongs, ethnographic methods)

Key publication trends (2000-2017):

• Consumer dilemmas in food choices (price vs quality, taste vs health, organic vs eco-friendly)
• Anthropomorphism in branding (Frank the Sheep case study)
• CSR communication in crisis situations
• Longitudinal studies of technology adoption
• Introspective methods in social research