Hanna Hjalmarson

My major research interest is how we are socialized as consumers through influence from family, peers, and the media. This was also the topic of my dissertation, where I focused on young consumers (age 9-19) and their parents. The main issue here was the link between consumption patterns and well-being. Another interest is healthcare marketing, as I am also a registered nurse. Currently, I am working on how to increase the following of recommendations in relation to COVID-19 through the use of different social marketing appeals, and the effects of different response styles when filling out questionnaires and surveys.

Most of my time is however spent on teaching consumer behavior, advertising and PR, research methods and related topics, along with tutoring student theses. I am also director of the workplace practice course at Stockholm Business School.

Education

• Doctor of Philosophy (PhD) Stockholm School of Economics (2000 — 2006)
• Master of Science (M.Sc.) Stockholm School of Economics (1991 — 1995)

Companies

• Assistant professor IHR, Marketing Communication, Stockholm University (2006)
• Assistant professor Stockholm University (2006)
• Ph.D. student/teaching assistant Stockholm School of Economics (2000 — 2006)
• Research assistant Stockholm School of Economics (1998 — 2000)

Publications

• A new model of how celebrity endorsements work
  

• Lars Bergkvist, Hanna Hjalmarson, Anne W. Mägi. International Journal of Advertising 35 (2), 171-184

• Celebrity Endorsements: The Mediating Role of Attitude Toward the Alliance

• Hanna Hjalmarson, Lars Bergkvist.

• Effects of Green Seals of Approval on Brand Perceptions

• Lars Bergkvist, Hanna Hjalmarson, Patrick Crotty. Advances in Advertising Research (Vol. 3), 81-92

• Contribution of Cause-Related Marketing (CRM) to Familiar Brands

• Hanna Hjalmarson.

• Marketing to Consumers in Different Shades of Green

• Hanna Hjalmarson, Monica Maquet, Emma Sjöström. Corporate Social Responsibility, 121-146

• Trivial Attributes as Taste Enhancers

• Hanna Hjalmarson, Fredrik Lange.

• Aspects of Materialism

• Hanna Hjalmarson. The Future of Nordic Business Schools

• Material Values, Valued Possessions, and Their Use

• Hanna Hjalmarson.

• Positive and Negative Reinforcement in Advertising Messages

• Hanna Hjalmarson.