Assistant Professor, Business Administration
There are two main facets to Ulf's research. One is experimental research on consumer behavior and branding. Ulf is interested in how social norms affect consumer behavior and how consumers use brands to present themselves to other people. He is also interested in how advertising appeals affect attitudes and behaviors. Ulf's studies have covered different industries, like weight loss, fashion, and fast moving consumer goods.
The second facet of Ulf's research consists of case studies. Ulf carries out studies on companies with the objective to describe how they operate, and to relate their ways of working to different outcomes. The case studies studies have covered different industries, like life science, industrial machinery, and tourism and hospitality.
Read more about Ulf's research and publications here Länk till annan webbplats, öppnas i nytt fönster.