معرفی
Poja Shams is a Lecturer in Business Administration at Karlstad University. Their research focuses on consumer behavior, visual attention, service innovation, and neurophysiological methods in marketing. Key areas include the impact of visual cues on consumer choices, the role of affective computing in customer experiences, and the application of eye-tracking and electrodermal activity (EDA) to understand emotions in retail settings.
Research interests span neurophysiological methods in service research, B2B service innovation, and the dynamics of customer experience in both physical and digital environments. Recent work explores emotional arousal dynamics, rural vs. urban e-consumer satisfaction, and gamified marketing strategies.
Publications emphasize empirical studies using eye-tracking and EDA to analyze consumer behavior in real-world settings, such as supermarkets and e-commerce platforms. No specific awards or grants are listed, though collaborative projects with peers like Erik Wästlund and Delphine Caruelle highlight interdisciplinary work.
Email: poja.shams@kau.se
