Erik Modig

Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He is the author of the Swedish books Bang For The Buck, Kontroll – Effektiv kommunikation och kampen om våra tankar, Värdet av Konst and Understanding Advertising Creativity (doctoral dissertation, in English). An English edition of Bang For The Buck is coming soon. His research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth. He also conducts research in various other fields connected to consumer psychology such as pricing, category management and the inclusion of fine art in commercial settings. His research is amongst others published in Journal of Advertising, International Journal of Advertising, Journal of Product & Brand Management and Advances in Consumer Research. Erik has years of experience in teaching advertising strategy within both the academic field and the corporate world. He is a popular teacher and demanded speaker at organizations and conferences, where he holds lectures within his field of research.

Erik is also an established artist and has had several solo and group exhibitions. Between 2007 and 2012 he ran the artist driven gallery Art Concept Store in Stockholm.

Main subject areas

Communication, marketing communication (advertising, promotion and public relations)

Areas of special interest

Advertising creativity, public relations, marketing

Keywords

Communication, consumer psychology, advertising creativity, motivation

Academic degree

Ph D

Nationality

Swedish