Employee Profile

Even Johan Lanseng

Associate Professor

Department of Marketing

Room number C4Y-077
Phone +4746410544
E-mail even.j.lanseng@bi.no

Biography

Even J. Lanseng is an associate professor at BI, Norwegian business School. He has published several articles in academic journals such as the European Journal of Marketing, Journal of Service Management, Journal of Brand Management, and Food Quality and Preference. His research interests primarily focus on consumer research, branding, and marketing communication.

Area of Expertise

Consumer Behaviour
Brands and Branding

Publications

Shows 5 of 19 publication(s)

Article Even Lanseng, Hanne Kristine Sivertsen (2019)

The roles of schema incongruity and expertise in consumers’ wine judgment

Food Quality and Preference 71(Januar) p. 261-269 Doi: https://doi.org/10.1016/j.foodqual.2018.07.004

Broadening the present understanding of how expertise moderates the schema-incongruity effect (i.e., the notion that a product moderately incongruent with the schema evoked for it in memory is associated with a comparatively positive product evaluation), this study argues that people with higher, not lower, degrees of expertise experience incongruity and prefer moderately incongruent products over congruent ones. Because people with low expertise in complex product categories lack a developed schema against which to assess encountered products, they will be insensitive to incongruity. People with high expertise, on the other hand, typically have developed schemata and can therefore perceive incongruity and respond accordingly. Consumers with different levels of wine expertise participated in a study in which they were given congruent or incongruent information, as well as different levels of information elaboration, about a wine prior to tasting and evaluating it. The results of this study support the above argument: Expertise moderates the incongruity effect such that it is prevalent only for experts, and schema-level processing moderates expertise’s moderating effect on the incongruity effect.

Chapter Alexander Schjøll, Frode Alfnes, Even Lanseng (2018)

Reklame i blogger – forbrukeres holdninger og reaksjoner

Markedsføring og forbrukerne – samfunnsvitenskapelige blikk p. 158-168

Article Even Lanseng (2016)

Relevant sex appeals in advertising: Gender and commitment context differences

Frontiers in Psychology 7(September) Doi: https://doi.org/10.3389/fpsyg.2016.01456

This research investigates differences in men's and women's attitudes toward ads featuring product-relevant sex appeals. It is found that women, but not men, were more negative toward an ad featuring an attractive opposite-sex model when their commitment thoughts were heightened. Women were also more negative toward an ad with an attractive same-sex model in the presence of commitment thoughts, but only when they scored high on sociosexuality. Men appeared unaffected, regardless of their level of sociosexuality. Commitment thoughts were manipulated by two types of prime, a parenting prime (study1) and a romantic prime (study 2). Results are explained by differences in how men and women react to sexual material and by differences in men's and women's evolved mating preferences.

Article Even Johan Lanseng (2014)

A typology of consumption value : teasing out the unique properties of utilitarian, symbolic, experiential, and aesthetic consumption value

Beta – Scandinavian Journal of Business Research 28(2) p. 107-117

Article Even Johan Lanseng (2014)

Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Value

Beta – Scandinavian Journal of Business Research 28(2) p. 107-117

Article Helene Augensen, Maren Moen, Even Johan Lanseng (2014)

Ærlighet varer lengst : åpen bloggsponsing er mer effektiv enn skjult

Magma forskning og viten 17(3) p. 58-63

Article Even Johan Lanseng (2013)

Ærlighet varer lengst – også på blogg

BI Business Review

Article Even Johan Lanseng, Maarten Majoor (2013)

The relative importance of advertising elements and the roles of sex (gender) and involvement :

Beta – Scandinavian Journal of Business Research 27(2) p. 97-112

Article Even Johan Lanseng, Lars Erling Olsen (2012)

Brand alliances: the role of brand concept consistency

European Journal of Marketing 46(9) p. 1108-1126 Doi: https://doi.org/10.1108/03090561211247874

Article Lars Erling Olsen, Even Johan Lanseng (2012)

Brands in texts: Attitudinal effects of brand placements in narrative fiction

Journal of Brand Management 19(8) p. 702-711 Doi: https://doi.org/10.1057/bm.2012.4

Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narrative fiction. Hence, the current article is among the first papers to study the effects of brand placements in narrative fiction, and among the first papers to investigate consumers’ attitudes towards such placements. The basic proposition is that brand prominence (high plot integration versus low plot integration) is positively related to favourable attitudes towards the brand. Additionally, we propose that plot integration interacts with reader involvement in the text, thereby increasing the importance of visible and dominant brands placed in the text for high-involvement consumers. An experiment manipulating plot integration and reader involvement supports our proposed main and interaction effects.

Article Even Johan Lanseng, maren Moen, helene augensen (2012)

Ærlighet varer lengst – også på blogg

BI Marketing Magazine p. 16-18

Conference abstract Even Johan Lanseng, Hanne Kristine Sivertsen (2012)

Rethinking the Schema-Incongruity Effect in Consumer Judgments

Advances in Consumer Research 39 p. 525-527

Conference abstract Tor Arne Wanebo, Even Johan Lanseng (2010)

Pioneering (dis)advantage and later entrant (dis)advantage: the role of consumer goals in pioneer and later entrant brand advantages

Advances in Consumer Research 37 p. 922-922

Article Tor Wallin Andreassen, Even Johan Lanseng (2010)

Service differentiation A self-image congruency perspective on brand building in the labor market

Journal of Service Management (JOSM) 21(2) p. 212-236 Doi: https://doi.org/10.1108/09564231011039295

Article Tor W. Andreassen, Even J. Lanseng (2010)

Service differentiation: A self-image congruency perspective on brand building in the labor market

International Journal of Service Industry Management 21(2) p. 212-236

Conference abstract Even Johan Lanseng, Lars Erling Olsen (2008)

Evaluation of Brand Alliances: Product Fit and the Moderating Role of Brand Concept Consistency

Advances in Consumer Research 35 p. 871-872

Article Even J. Lanseng, Even J. Lanseng, Tor Arne Wanebo (2007)

Pionermerke eller etterfølgermerke - fordeler og ulemper

Magma forskning og viten 10(2) p. 53-59

Article Even J. Lanseng, Tor W. Andreassen (2007)

Electronic Healthcare? A Study of Peoples Readiness and Attitude Toward Performing Self-Diagnosis

International Journal of Service Industry Management 18(4) p. 394-417

Article Even Johan Lanseng, Tor Wallin Andreassen (1997)

The principal’s and agents’ contribution to customer loyalty within an integrated service distribution channel: An external perspective

European Journal of Marketing 31(7) p. 487-503

Shows 5 of 27 publication(s)

Conference lecture Even Johan Lanseng, Geir Gripsrud, Erik Bertin Nes (2025)

Exploring branding and co-country branding

Consortium for International Marketing Research, CIMAR 2025

Textbook Even Johan Lanseng, Fred Erling Selnes (2024)

Markedsføringsledelse et kundesentrisk perspektiv

Fagbokforlaget

Conference lecture Even Johan Lanseng (2024)

Exploring the influence of the influencer

18th International Research Conference in Service Management

Textbook Fred Erling Selnes, Even Johan Lanseng (2024)

Marketing Management: A Customer-Centric Approach

Sage Publications

Conference poster Even Johan Lanseng (2023)

Under the influence of the influencer: what mechanism explains an influencer’s influence on product evaluations?

Annual ACR Conference

Conference poster Even Johan Lanseng (2023)

Error Cost versus Error Probability in Consumer Choice

Annual ACR Conference

Conference lecture Even Johan Lanseng (2022)

Under influence of the influencer: what mechanism explains an influencer’s influence on consumers’ product evaluations?

Johan Arnt Markedsføringskonferanse

Conference lecture Even Johan Lanseng, Geir Gripsrud, Erik Bertin Nes (2021)

Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude

2021 AMA Global Marketing SIG Conference

Conference lecture Even Lanseng (2018)

The roles of cognitive load and brand knowledge in brand value co-creation

15th international research conference in service management

Conference lecture Even Lanseng (2016)

Incumbent versus Newcomer Advantages: A Fundamental Motives Explanation

Academy of Marketing Science WMC 2016

Lecture Even Lanseng (2015)

Incumbent versus Newcomer Advantages:An Ultimate Motives Explanation

Johan Arndts Markedsføringskonferanse

Report Even Lanseng, Frode Alfnes, Alexander Schjøll (2015)

Forbrukernes holdninger og bevissthet rundt skjult reklame i blogger og i nettbutikker

OsloMet - storbyuniversitetet

Nummer: nr.4-2016

Book Fred Selnes, Even Johan Lanseng (2014)

Markedsføringsledelse : med digitale verktøy

Gyldendal Akademisk

Book chapter Even Johan Lanseng, Tor Wallin Andreassen (2013)

From Healthcare to e-Healthcare: Are People Ready?

Service Management in Health and Wellness Services

Conference lecture Even Johan Lanseng (2013)

Unknowingly Ready or Knowingly Unready? The Roles of Implicit Memory (prime) and Menstrual Cycle in Women’s Brand Evaluation

Fibe 2013

Conference lecture Even Johan Lanseng, Maarten Majoor (2012)

Attractive versus Popular:Men and Women’s Reactions to Male and Female Models in Advertising

2012 Asia-Pacific Association for Consumer Research Conference

Conference poster Even Johan Lanseng, Maarten Majoor (2012)

The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement

Association for consumer research, North American annual conference

Conference lecture Even Johan Lanseng, Hanne Kristine Sivertsen (2011)

Rethinking the Schema-Incongruity Effect in Consumer Judgments

Association for Consumer Research North-American annual conference

Conference lecture Even Johan Lanseng, Hanne Kristine Sivertsen (2011)

Rethinking the Incongruity Effect in Consumer Judgments

Johan Arndt Konferansen

Conference poster Inge Brechan, Even Johan Lanseng (2011)

Attribution of Service Failure: The Effect of Locus and Control on Customer Satisfaction and Switching Intention

Society for Consumer Psychology Annual Winter Conference 2011

A test of Weiner’s attribution model failed to find the proposed effects of locus and control on satisfaction and switching intention after service failure. There was no effect on satisfaction and a reverse effect of locus on switching. Participants were more likely to switch service provider if they had participated in the service production. The effect of satisfaction on switching was large and significantly larger in the low participation/high control and high participation/low control situations compared to the low participation/low control and high participation/high control situations. Results can be explained by the actor-observer effect and threat to a positive self-view.

Conference lecture Even Johan Lanseng (2010)

A Typology of Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Qualities

European Conference of the Association for Consumer Research

Conference lecture Even Johan Lanseng, Tor Arne Wanebo (2009)

Pioneering (Dis)advantage and Later Entrant (Dis)advantage: The Role of Consumer Goals in Pioneer and Later Entrant Brand Advantages

Association for Consumer Research Annual North American Conference

Conference lecture Even Johan Lanseng, Å. Holtmoen (2009)

Academic Degrees
Year	Academic Department	Degree
2002	Norwegian University of Life Sciences (UMB)	Ph.D Dr. Scient.
1993	BI Norwegian Business School	Master of Science in Business

Work Experience
Year	Employer	Job Title
2006 - Present	BI Norwegian Business School	Associate Professor
2009 - 2011	Lillehammer University College	Lecturer
2008 - 2009	University of Melbourne	Visiting Associate Professor
1999 - 2005	Norwegian University of Life Sciences (UMB)	Associate Professor

Even Johan Lanseng

Biography

Area of Expertise

Publications

The roles of schema incongruity and expertise in consumers’ wine judgment

Reklame i blogger – forbrukeres holdninger og reaksjoner

Relevant sex appeals in advertising: Gender and commitment context differences

A typology of consumption value : teasing out the unique properties of utilitarian, symbolic, experiential, and aesthetic consumption value

Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Value

Ærlighet varer lengst : åpen bloggsponsing er mer effektiv enn skjult

Ærlighet varer lengst – også på blogg

The relative importance of advertising elements and the roles of sex (gender) and involvement :

Brand alliances: the role of brand concept consistency

Brands in texts: Attitudinal effects of brand placements in narrative fiction

Ærlighet varer lengst – også på blogg

Rethinking the Schema-Incongruity Effect in Consumer Judgments

Pioneering (dis)advantage and later entrant (dis)advantage: the role of consumer goals in pioneer and later entrant brand advantages

Service differentiation A self-image congruency perspective on brand building in the labor market

Service differentiation: A self-image congruency perspective on brand building in the labor market

Evaluation of Brand Alliances: Product Fit and the Moderating Role of Brand Concept Consistency

Pionermerke eller etterfølgermerke - fordeler og ulemper

Electronic Healthcare? A Study of Peoples Readiness and Attitude Toward Performing Self-Diagnosis

The principal’s and agents’ contribution to customer loyalty within an integrated service distribution channel: An external perspective

Exploring branding and co-country branding

Markedsføringsledelse et kundesentrisk perspektiv

Exploring the influence of the influencer

Marketing Management: A Customer-Centric Approach

Under the influence of the influencer: what mechanism explains an influencer’s influence on product evaluations?

Error Cost versus Error Probability in Consumer Choice

Under influence of the influencer: what mechanism explains an influencer’s influence on consumers’ product evaluations?

Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude

The roles of cognitive load and brand knowledge in brand value co-creation

Incumbent versus Newcomer Advantages: A Fundamental Motives Explanation

Incumbent versus Newcomer Advantages:An Ultimate Motives Explanation

Forbrukernes holdninger og bevissthet rundt skjult reklame i blogger og i nettbutikker

Markedsføringsledelse : med digitale verktøy

From Healthcare to e-Healthcare: Are People Ready?

Unknowingly Ready or Knowingly Unready? The Roles of Implicit Memory (prime) and Menstrual Cycle in Women’s Brand Evaluation

Attractive versus Popular:Men and Women’s Reactions to Male and Female Models in Advertising

The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement

Rethinking the Schema-Incongruity Effect in Consumer Judgments

Rethinking the Incongruity Effect in Consumer Judgments

Attribution of Service Failure: The Effect of Locus and Control on Customer Satisfaction and Switching Intention

A Typology of Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Qualities

Pioneering (Dis)advantage and Later Entrant (Dis)advantage: The Role of Consumer Goals in Pioneer and Later Entrant Brand Advantages

Brands in Text—Attitudinal Effects of Brand Placements in Narrative Fiction

Brands in Text - Attitudinal Effects of Brand Placements in Narrative Fiction

Using Ideals and Typicality Measures to Enhance the Attitude-Behavior Relationship

A SERVICE-DOMINANT LOGIC FOR BRANDING

A Service-Dominant Logic for Branding