Nils Magne Larsen

UiT The Arctic University of Norway · Tromsø University Business School

Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study...

The store is the main laboratory for in-store experimental analysis. This article provides an introduction to a research program aimed at improving research practices in this laboratory, particularly emphasizing the importance of behavioral data and the new opportunities that technology offers. This complex modern-day Skinner box has sets of well-s...

Increased fish consumption can contribute to a more sustainable food system. This paper explores how signaling affects consumer choices in fresh fish purchasing situations, both in traditional and online retail settings. We examined two different types of market signals; quality signals stemming from consumers as a social proof and authority signal...

Abstract Research on in-store behavior has largely focused on shoppers with carts. In a study involving 15 stores and a total of 3,540 shoppers, we document that only 20 percent of shoppers actually use shopping carts, while 28 percent use baskets and 51 percent use no carrying equipment. To better understand the role of carrying equipment, we coll...

The present study examined how product placement and in-store advertisement affect food selections of approximately 100,000 customers across 2 different stores using an alternating treatments design embedded in a multiple baseline design. Our results documented a substantial increase in the sales of healthy food products and a concurrent decrease i...

Climate change and the advent of artificial intelligence‐generated content are reshaping wine marketing. The interplay between consumer focus on naturalness and sustainable farming practices and the proliferation of artificial intelligence‐generated content represents a particularly salient area of research. However, the extent to which the presenc...

The current paper contributes to signalling theory by demonstrating the importance of digital quality signals in influencing consumer preferences for sales and segmentation in the context of marketing fresh fish online. We conducted a choice-based conjoint analysis with a latent class segmentation to analyse the significance of digital quality sign...

Endocrine-disrupting chemicals (EDCs) in consumer products present a global health concern. Yet, the understanding of consumer perceptions of EDC-related product labels is limited. This study investigated consumer reactions to such labels using data from 602 Scandinavian consumers. The results indicate a positive association between label performan...

This current research contributes to the concept of consumer-based food label equity (CBFLE) by testing the predictive validity of a scale developed by Coderre et al. (2022) in the sustainability and health domains of seafood products. In Study 1 (N = 301; between-within subjects), we found that scores on all subscales, except the (Dis)honesty subs...

Humans have a motivational system that influences cognition and behavior to minimize the risk of contact with pathogens. This research examines the relationship between cyberspace disease salience and mobility behavior at the macro and micro levels. Across two studies, we predict and find that people adjust their mobility behavior to minimize the r...

Shopping carts, in general, should be suitable for carrying smart technology in the retail store environment. Also, a smart shopping cart can present verbal motivating stimuli to increase healthier food purchases. A conjoint experiment was used to test with a hypothetical purchasing task for young consumers (n=91) the potential of motivating stimul...

As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ c...

Since retailers control the space where consumers tend to make the vast majority of their food purchase decisions, they can take measures to promote healthy living. Increasing relative sales of healthy food can contribute to the ongoing battle against preventable lifestyle diseases. We show how retailers can use impression management and environmen...

This paper explores the impact of health communication using smartphones and the outcome of healthier purchases when young Thai consumers shop for groceries. A conjoint experiment was arranged whereby participants (n = 214) purchased grocery using information conveyed via quick response (QR) codes. Results show that a healthy food label, and a good...

As a result of the increased crowding of the retail landscape with health and sustainability signals and hundreds of different certifications and claims, there is a growing need to determine the critical success factors and guidelines for professional practice. The current paper investigates how different combinations of signals impact consumers’ c...

Humans have a motivational system that influences cognition and behavior to minimize the risk of contact with pathogens whenever cues to disease emerge. The current research examines the relationship between cyberspace disease salience and mobility behavior at the macro and micro levels. Across three studies, we predict and find that people adjust...

The effectiveness of eco-labels has dominated research on food signaling. Building on signaling theory, we investigate the impact of sustainability tags–unverified sustainability claims–compared to eco-labels–actual awarded eco-certificates–on consumer choice and the willingness to pay (WTP). We add to the underdeveloped “non eco-labels” literature...

Operational efficiency in the retail business is vital in order to be profitable in a competitive environment. This paper investigates how environmental factors, firm size and time trends are linked to inventory performance. We use location data, demographic data and 16 years of financial accounting data from small and medium-sized home improvement...

Dissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers on a company's Facebook page prefer to be treated. We...

Sosial distansering har vært myndighetenes fremste tiltak mot smittespredning under koronapandemien (covid-19). Ådistansere seg fra andre mennesker er spesielt utfordrende i butikker hvor kundestrømmen styres etter forretningsmessige prinsipper, og ikke ut fra et smittevernhensyn. Denne artikkelen belyser hvilke utfordringer et normalt bevegelsesmø...

Healthy food labels are a widely used form of intervention that nudges consumers towards healthier choices. This study investigates the relative importance of healthy food labels on the consumers’ online choice of grocery. A conjoint study (n=111) shows that price, brand, and country of origin had a relatively higher impact on choice than health fo...

Social media platforms constitute a new frontline for brands to build relationships with their customers. Nevertheless, the literature on social media engagement behavior is unidimensional, as it focuses on customer engagement while neglecting the customer's influence on managerial decisions. The current paper goes a step further by applying the th...

Efficiency has emerged as an important consumer value and thus has increased the importance of the in‐store search as one facet of consumer transaction costs. This paper contributes to the development of a marketing theory of the firm by analyzing the consumers' in‐store efficiency ratios and the retailers' natural sources of resistance to offer ef...

Airlines are increasingly using social media for initiating and sustaining consumer brand engagement through interaction and sharing. This study introduces a conceptual model on brand post engagement on social media and contributes to extant knowledge on the effectiveness of the determinants of such engagement in the airline industry. Facebook bran...

Shopping carts, dating back at least to 1936, are not only used as an aid for shoppers to increase sales but are now being further developed and tested in relation to healthy food selection. To improve retailers’ ability to discover, generate, and capture the value related to both current practice and future innovations; such as consumers using sma...

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers' attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede's...

The rapidly changing digital environment has redefined the way most companies interact with their customers. With consumers increasingly adopting digital technologies, a successful digital marketing strategy requires a thorough understanding of how and why consumers behave as they do. The purpose of the study is to explore the possibility of unders...

Despite consumer behavior analysis in the offline world, researchers have done rather few studies on online consumer behavior from a behavioral perspective. This is rather unfortunate given the enormous opportunities for experimentation and data gathering in an online environment. We will go through the limited online literature and discuss the opp...

The behavioral perspective model's (BPM; Foxall, 1990) retailing literature is built on extensive empirical research and techniques that were originally refined in choice experiments in behavioral economics and behavior analysis, and then tested mostly on British consumer panel data. We test the BPM in the context of Norwegian retailing. This artic...

The importance of entrepreneurial orientation on performance is widely recognised, but little is known about the relationships between the individual dimensions of entrepreneurial orientation and firm performance. The present paper investigates how the dimensions (innovativeness, proactiveness and risk taking) of entrepreneurial orientation vary an...

Although there is general agreement on the health benefits of eating fruits and vegetables (F&V), consumers still do not eat enough. Numerous interventions and government guidelines have been undertaken to promote consumption, but with somewhat misfiring results. Research has identified diverse barriers to increased F&V consumption, which include t...

Prior research on pricing in behavioural economics in closed settings has traditionally delivered positive decelerating demand curves. In consumer behaviour analysis, the effects of price on consumer choice has been analysed with both panel data and in-store experiments. These studies have not only found downward sloping demand curves, but also neu...