Anders Gustafsson

Forskningsprofessor - Institutt for markedsføring


Burton, Jamie; Gruber, Thorsten & Gustafsson, Anders (2020)

Fostering Collaborative Research for Customer Experience – Connecting Academic and Practitioner Worlds

Journal of Business Research Doi: https://doi.org/10.1016/j.jbusres.2020.04.053

LUANGRATH, Andrea; Peck, Joann & Gustafsson, Anders (2020)

Should I Touch the Customer? Rethinking Interpersonal Touch Effects from the Perspective of the Touch Initiator

Journal of Consumer Research Doi: https://doi.org/10.1093/jcr/ucaa021

Gustafsson, Anders; Snyder, Hannah & Witell, Lars (2020)

Service Innovation: A New Conceptualization and Path Forward

Journal of Service Research, 23(2), s. 111- 115. Doi: https://doi.org/10.1177/1094670520908929

Wünderlich, Nancy V.; Gustafsson, Anders, Hamari, Juho, Parvinen, Petri & Haff, André (2020)

The great game of business: Advancing knowledge on gamification in business contexts

Journal of Business Research, 106, s. 273- 276. Doi: https://doi.org/10.1016/j.jbusres.2019.10.062 - Fulltekst i vitenarkiv

Holmlund, Maria; Witell, Lars & Gustafsson, Anders (2019)


Journal of Services Marketing, 34, s. 111- 116. Doi: https://doi.org/10.1108/JSM-11-2019-0444 - Fulltekst i vitenarkiv

Witell, Lars; Holmlund, Maria & Gustafsson, Anders (2019)


Journal of Services Marketing, 34, s. 1- 7. Doi: https://doi.org/10.1108/JSM-11-2019-0444 - Fulltekst i vitenarkiv

Fombelle, Paul; Voorhees, Clay, Jenkins, Mason, Sidaoui, Karim, Benoit, Sabine, Gruber, Thorsten, Gustafsson, Anders & Abosag, Ibrahim (2019)

Customer Deviance: A Framework, Prevention Strategies, and Opportunities for Future Research

Journal of Business Research Doi: 10.1016/j.jbusres.2019.09.012 - Fulltekst i vitenarkiv

The phrase the “customer is always right” assumes that customers provide universal benefits for firms. However, in recent years, customer deviance is on the rise and the academic literature has provided little insight into the drivers of deviance, the actual behaviors, and strategies for how managers can better manage a customer base that cannot be classified as universally benign. This article addresses customer deviance ranging from classic examples like shoplifting to engaging in hostile anti-brand behaviors on social media or even breaking established norms such as trespassing in stores after closing hours. In an effort to spur new research into customer deviance, we propose a customer deviance framework encompassing the triggers, behaviors, and consequences of customer deviance with attention given to differentiating firms, employees, and other customers as the possible targets of deviant behaviors. We outline prevention strategies that comprise social, design, and technological-oriented factors, which in turn can help firms better manage deviant behavior. In doing so, we identify gaps in the literature and close with an actionable agenda for future research that can help firms curtail these negative customer behaviors.

Verhulst, Nanouk; De Keyser, Arne, Gustafsson, Anders, Shams, Poja & van Vaerenbergh, Yves (2019)

Neuroscience in service research: an overview and discussion of its possibilities

Journal of Service Management, 30(5), s. 621- 649. Doi: 10.1108/JOSM-05-2019-0135 - Fulltekst i vitenarkiv

Purpose: The purpose of this paper is to discuss recent developments in neuroscientific methods and demonstrate its potential for the service field. This work is a call to action for more service researchers to adopt promising and increasingly accessible neuro-tools that allow the service field to benefit from neuroscience theories and insights. Design/methodology/approach: The paper synthesizes key literature from a variety of domains (e.g. neuroscience, consumer neuroscience and organizational neuroscience) to provide an in-depth background to start applying neuro-tools. Specifically, this paper outlines the most important neuro-tools today and discusses their theoretical and empirical value. Findings: To date, the use of neuro-tools in the service field is limited. This is surprising given the great potential they hold to advance service research. To stimulate the use of neuro-tools in the service area, the authors provide a roadmap to enable neuroscientific service studies and conclude with a discussion on promising areas (e.g. service experience and servicescape) ripe for neuroscientific input. Originality/value: The paper offers service researchers a starting point to understand the potential benefits of adopting the neuroscientific method and shows their complementarity with traditional service research methods like surveys, experiments and qualitative research. In addition, this paper may also help reviewers and editors to better assess the quality of neuro-studies in service.

Ringler, Christine; Sirianni, Nancy J., Gustafsson, Anders & Peck, Joann (2019)

Look but Don’t Touch! The Impact of Interpersonal Haptic Blocking on Compensatory Touch and Purchase Behavior

Journal of Retailing, 95(4), s. 186- 203. Doi: 10.1016/j.jretai.2019.10.007 - Fulltekst i vitenarkiv

This research investigates situations in which frontline employees deliberately restrict customers’ access to touch products on display (active interpersonal haptic blocking), and how this understudied form of sensory blocking may increase customers’ downstream purchasing. While previous research examines the benefits of increased product touch, we temporarily block touch for specific products in display areas and then investigate the subsequent impact on customer behavior. Through four studies, including a retail field experiment, we find that when an employee asks a customer not to touch a product on display, this initiates a serial mediation process which: (1) engenders feelings of psychological reactance that result in (2) increased compensatory touching of subsequently encountered products to counterbalance a loss of sensory freedom, and (3) increased spending and purchasing once the customer leaves the reactance-inducing encounter. Effects are moderated by socioeconomic status (SES) and need for touch (NFT) whereby psychological reactance was significantly stronger for high SES customers with a moderate or high NFT when actively blocked. Results also demonstrate that active interpersonal haptic blocking does not result in more negative attitudes toward retailers, thus retailers might consider implementing this counterintuitive practice to encourage downstream sales.

Caruelle, Delphine; Gustafsson, Anders, Shams, Poja & Lervik-Olsen, Line (2019)

The use of electrodermal activity (EDA) measurement to understand consumer emotions – A literature review and a call for action

Journal of Business Research, 104(November (11)), s. 146- 160. Doi: 10.1016/j.jbusres.2019.06.041 - Fulltekst i vitenarkiv

Electrodermal activity (EDA) is a psychophysiological indicator of emotional arousal. EDA measurement was first employed in consumer research in 1979 but has been scarcely used since. In the past decade, the ease of access to EDA recording equipment made EDA measurement more frequent in studies of consumer emotions. Additionally, recent calls to include physiological data in consumer studies have been voiced, which in turn is increasing the interest in EDA. Such a growing interest calls for assessing why and how EDA measurement has been used and should be used in consumer research. To this end, we undertook a critical review of studies of consumer emotions that employed EDA measurement. We found that most of these studies did not sufficiently report how they recorded and analyzed EDA data, which in turn impeded the replication of the findings. We therefore make recommendations derived from the psychophysiology literature to help consumer researchers get meaningful insights from EDA measurements. Finally, we call on researchers to be more transparent when reporting how they recorded and analyzed EDA data.

Högberg, Johan; Ramberg, Marcus Olsson, Gustafsson, Anders & Wästlund, Erik (2019)

Creating brand engagement through in-store gamified customer experiences

Journal of Retailing and Consumer Services, 50, s. 122- 130. Doi: 10.1016/j.jretconser.2019.05.006 - Fulltekst i vitenarkiv

Gustafsson, Anders & Lervik-Olsen, Line (2018)

The Past, Present and Futrure of Service Marketing: From Understanding Quality to Understanding Customers

Sasson, Amir (red.). At the Forefront, Looking Ahead: Research-Based Answers to Contemporary Uncertainties of Management

Myhrén, Per; Witell, Lars, Gustafsson, Anders & Gebauer, Heiko (2018)

Incremental and radical open service innovation

Journal of Services Marketing, 32(2), s. 101- 112. Doi: 10.1108/JSM-04-2016-0161

Purpose – Open service innovation is an emergent new service development practice, where knowledge on how to organize development work is scarce. The purpose of the present research is to identify and describe relevant archetypes of open service innovation. The study views an archetype as an organizing template that includes the competence of participants, organizing co-creation among participants and ties between participants. In particular, the study’s interest lies in how open service innovation archetypes are used for incremental and radical service innovation. Design/methodology/approach – For the research, a nested case study was performed, in which an industrial firm with nine open service innovation groups was identified. Forty-five interviews were conducted with participants. For each case, first a within-case analysis was performed, and how to perform open service innovation in practice was described. Then, a cross-case analysis identifying similarities and differences between the open service innovation groups was performed. On the basis of the cross-case analysis, three archetypes for open service innovation were identified. Findings – The nested case study identified three archetypes for open service innovation: internal group development, satellite team Development and rocket team development. This study shows that different archetypes are used for incremental and radical service innovation and that a firm can have multiple open service innovation groups using different archetypes. Practical implications – This study provides suggestions on how firms can organize for open service innovation. The identified archetypes can guide managers to set up, develop or be part of open service innovation groups. Originality/value – This paper uses open service innovation as a mid-range theory to extend existing research on new service development in networks or service ecosystems. In particular, it shows how open service innovation can be organized to develop both incremental and radical service innovations.

Otterbring, Tobias; Ringler, Christine, Sirianni, Nancy J. & Gustafsson, Anders (2018)

The Abercrombie & Fitch Effect: The Impact of Employees’ Physical Dominance on Male Customers’ Status-Signaling

Journal of Marketing Research, 55(1), s. 69- 79. Doi: 10.1509/jmr.15.0247

Consumer lay theory suggests that women will spend more money than men in the presence of a physically dominant male employee, whereas theories of intrasexual competition from evolutionary psychology predict the opposite outcome. A retail field study demonstrates that male customers spend more money and purchase more expensive products than their female counterparts in the presence (vs. absence) of a physically dominant male employee. This effect has a more powerful impact on male customers who lack bodily markers of dominance (shorter stature or measures linked to lower levels of testosterone). When confronted with other physically dominant (vs. nondominant) men, these male customers are particularly prone to signal status through price or logo size. Their elevated feelings of intrasexual (male-to-male) competitiveness drive them to spend more money on status-signaling, but not functional, products and to prefer and draw larger brand logos. Because pictorial exposure is sufficient for the effect to occur, these findings are not limited to in-store interactions with dominant male employees but have broad implications for marketing and advertising.

Patricio, Lia; Gustafsson, Anders & Fisk, Raymond P. (2018)

Upframing Service Design and Innovation to Strengthen Future Research Impact

Journal of Service Research, 21(1), s. 1- 14. Doi: 10.1177/1094670517746780

Voorhees, Clay; Fombelle, Paul, Gregoire, Yany, Bone, Sterling, Gustafsson, Anders, SOUSA, Rui & Walkowiak, Travis (2017)

Myopia in Service Research: A Call and Research Agenda to Expand our Lens Beyond the Core Service Encounter

Journal of Business Research, 79(Oct), s. 269- 280. Doi: 10.1016/j.jbusres.2017.04.014

Gebauer, Heiko; Saul, Caroline, Haldimann, Mirella & Gustafsson, Anders (2017)

Organizational capabilities for pay-per-use services in product-oriented companies

International Journal of Production Economics, 192(Oct), s. 157- 168. Doi: 10.1016/j.ijpe.2016.12.007

Perks, Helen; Kowalkowski, Christian, Witell, Lars & Gustafsson, Anders (2017)

Network orchestration for value platform development

Industrial Marketing Management, 67(Nov), s. 106- 121. Doi: 10.1016/j.indmarman.2017.08.002

Gustafsson, Anders & Bowen, David (2017)

The curious case of interdisciplinary research deficiency: Cause or symptom of what truly ails us?

Journal of Business Research, 79, s. 269- 280. Doi: 10.1016/j.jbusres.2017.05.006

Martin, Drew; Gustafsson, Anders & Choi, Sunmee (2016)

Service innovation, renewal, and adoption/rejection in dynamic global contexts

Journal of Business Research, 69(7), s. 2397- 2400. Doi: 10.1016/j.jbusres.2016.01.008

Snyder, Hannah; Witell, Lars, Gustafsson, Anders, Fombelle, Paul & Kristensson, Per (2016)

Identifying categories of service innovation: A review and synthesis of the literature

Journal of Business Research, 69(7), s. 2401- 2408. Doi: 10.1016/j.jbusres.2016.01.009

Otterbring, Tobias; Wästlund, Erik & Gustafsson, Anders (2016)

Eye-tracking customers' visual attention in the wild: Dynamic gaze behavior moderates the effect of store familiarity on navigational fluency

Journal of Retailing and Consumer Services, 28, s. 165- 170. Doi: 10.1016/j.jretconser.2015.09.004

Witell, Lars; Snyder, Hannah, Gustafsson, Anders, Fombelle, Paul & Kristensson, Per (2016)

Defining service innovation: A review and synthesis

Journal of Business Research, 69(8), s. 2863- 2872. Doi: 10.1016/j.jbusres.2015.12.055

Gustafsson, Anders; Aksoy, Lerzan, Brady, Michael, McColl-Kennedy, Janet, Sirianni, Nancy, Witell, Lars & Wünderlich, Nancy V. (2015)

Conducting Service Research that Matters

Journal of Services Marketing, 29(6/7), s. 425- 429. Doi: 10.1108/JSM-02-2015-0103 - Fulltekst i vitenarkiv

McColl-Kennedy, Janet; Gustafsson, Anders, Jaakkola, Elina, Klaus, Phil, Radnor, Zoe, Perks, Helen & Friman, Margareta (2015)

Fresh perspectives on customer experience

Journal of Services Marketing, 26(6/7), s. 430- 435. Doi: 10.1108/JSM-01-2015-0054 - Fulltekst i vitenarkiv

Andreassen, Tor W.; Gustafsson, Anders & Gebauer, Heiko (2015)

Å skape verdier sammen med kundene: Hva er viktig?

Magma - Tidsskrift for økonomi og ledelse, 18(4), s. 41- 51.

Huneke, Tabea; Benoit, Sabine, Shams, Poja & Gustafsson, Anders (2015)

Does Service Employees’ Appearance Affect the Healthiness of Food Choice?

Psychology & Marketing, 32(1), s. 94- 106. Doi: 10.1002/mar.20765 - Fulltekst i vitenarkiv

Lervik-Olsen, Line; Gustafsson, Anders, Silseth, Pål Rasmus & Lorentzen, Bengt Gunnar (2015)

Bør vi involvere kundene?

Magma - Tidsskrift for økonomi og ledelse, 18(4), s. 52- 60.

Wästlund, Erik; Otterbring, Tobias, Gustafsson, Anders & Shams, Poja (2015)

Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field

Journal of Business Research, 68(1), s. 95- 101. Doi: 10.1016/j.jbusres.2014.05.001 - Fulltekst i vitenarkiv

Högström, Claes; Gustafsson, Anders & Tronvoll, Bård (2015)

Strategic brand management: Archetypes for managing brands through paradoxes

Journal of Business Research, 68(2), s. 391- 404. Doi: 10.1016/j.jbusres.2014.06.009 - Fulltekst i vitenarkiv

Witell, Lars; Gustafsson, Anders & Johnson, Michael D. (2014)

The effect of customer information during new product development on profits from goods and services

European Journal of Marketing, 48(9/10), s. 1709- 1730. Doi: 10.1108/EJM-03-2011-0119 - Fulltekst i vitenarkiv

Pousette, Sandra; Löfgren, Martin, Nilsson, Birgitta & Gustafsson, Anders (2014)

An Extended Method to Measure Overall Consumer Satisfaction with Packaging

Packaging technology & science, 27(9), s. 727- 738. Doi: 10.1002/pts.2064 - Fulltekst i vitenarkiv

Lervik-Olsen, Line; Witell, Lars & Gustafsson, Anders (2014)

Turning customer satisfaction measurements into action

Journal of Service Management, 25(4), s. 556- 571. Doi: 10.1108/JOSM-01-2014-0025 - Fulltekst i vitenarkiv

Otterbring, Tobias; Wästlund, Erik, Gustafsson, Anders & Poja, Shams (2014)

Vision (im)possible? The effects of in-store signage on customers’ visual attention

Journal of Retailing and Consumer Services, 21(5), s. 676- 684. Doi: 10.1016/j.jretconser.2014.05.002 - Fulltekst i vitenarkiv

Bolton, Ruth N.; Gustafsson, Anders, McColl-Kennedy, Janet, Sirianni, Nancy & Tse, David (2014)

Small details that make big differences: A radical approach to consumption experience as a firm’s differentiating strategy

Journal of Service Management, 25(2), s. 253- 274. Doi: 10.1108/JOSM-01-2014-0034

Otterbring, Tobias; Shams, Poja, Wästlund, Erik & Gustafsson, Anders (2013)

Left isn’t always right: Placement of pictorial and textual package elements

British Food Journal, 115(8), s. 1211- 1225. Doi: 10.1108/BFJ-08-2011-0208

Tarasi, Crina; Bolton, Ruth, Gustafsson, Anders & Walker, Beth (2013)

Relationship characteristics and cash flow variability: implications for satisfaction, loyalty, and customer portfolio management

Journal of Service Research, 16(2), s. 121- 137. Doi: 10.1177/1094670512465958

Kowalkowski, Christian; Witell, Lars & Gustafsson, Anders (2013)

Any way goes: Identifying value constellations for service infusion in SMEs

Industrial Marketing Management, 42(1), s. 18- 30. Doi: 10.1016/j.indmarman.2012.11.004

Gustafsson, Anders; Kristensson, Per & Witell, Lars (2012)

Customer co-creation in service innovation: a matter of communication?

Journal of Service Management, 23(3), s. 311- 327. Doi: 10.1108/09564231211248426

Andersson, Pernille; Kristensson, Per, Wästlund, Erik & Gustafsson, Anders (2012)

Let the Music Play … or Not: The Influence of Background Music on Consumer Behaviour

Journal of Retailing and Consumer Services, 19(6), s. 553- 560. Doi: 10.1016/j.jretconser.2012.06.010

Williams, Helén; Wikström, Fredrik, Otterbring, Tobias, Löfgren, Martin & Gustafsson, Anders (2012)

Reasons for household food waste with special attention to packaging

Journal of Cleaner Production, 24, s. 141- 148. Doi: 10.1016/j.jclepro.2011.11.044

Verhoef, Peter; Leeflang, Peter, Reiner, Jochen, Natter, Martin, Baker, William, Grinstein, Amir, Gustafsson, Anders, Morrison, Pamela & Saunders, John (2011)

A Cross-National Investigation into the Marketing Department’s Influence Within the Firm: Toward Initial Empirical Generalizations

Journal of International Marketing, 19(3), s. 59- 86.

Gebauer, Heiko; Anders, Gustafsson & Witell, Lars (2011)

Competitive advantage through service differentiation by manufacturing companies

Journal of Business Research, 64(12), s. 1270- 1280. Doi: 10.1016/j.jbusres.2011.01.015

Gustafsson, Anders (2020)

Ikke bare vakre som har fordeler

NRK [Internett]

Gustafsson, Anders (2020)

— Nå er det essensielt å kommunisere at bedriften din er open for business

Digitalleder.no [Internett]

Gustafsson, Anders (2020)

Helsekontrollen (TV 2) sänt 26.03.2020

TV2 [TV]

Gustafsson, Anders (2015)

Duften av kanel kan føre til dyrere shopping


Witell, Lars; Snyder, Hannah, Gustafsson, Anders & McColl-Kennedy, Janet (2019)

Is honesty always the best policy? The effects of lying to your customers

[Academic lecture]. QUIS (Quality in Service).

De Keyser, Arne; VERHULST, Nanouk, Gustafsson, Anders, Shams, Poja & van Vaerenbergh, Yves (2019)

Neuroscience in Service Research: An Overview and Discussion of Its Possibilities

[Academic lecture]. Frontiers in Service.

Ringler, Christine; Sirianni, Nancy, Gustafsson, Anders & Peck, Joann (2019)

Look but Don’t Touch! The Impact of Active Interpersonal Haptic Blocking on Compensatory Touching


Mende, Martin; Scott, Maura, Nenkov, Gregana, Gustafsson, Anders & Peterson, Lane (2019)

The Quantified Self: The Effects of Activity Tracking and Anthropomorphization on Consumer Health Motivation and Behavior

[Academic lecture]. 2019 SCP Boutique Conference.

Mende, Martin; Scott, Maura, Nenkov, Gregana, Gustafsson, Anders & Peterson, Lane (2019)

The Quantified Self: The Effects of Activity Tracking and Anthropomorphization on Consumer Health Motivation and Behavior

[Academic lecture]. ACR 2019 (Association for Consumer Research).

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2019)

The clock is ticking or is it? Asymmetric impact of shorter- vs. longer-than-expected waits on customer satisfaction

[Academic lecture]. QUIS16.

Snyder, Hannah; Witell, Lars, Gustafsson, Anders & McColl-Kennedy, Janet, R. (2018)

The truth, the whole truth and nothing but the truth? Customer lies in the service encounter

[Academic lecture]. SERVSIG.

Caruelle, Delphine; Shams, Poja, Gustafsson, Anders & Lervik-Olsen, Line (2018)

Variations in customers’ emotional state in the course of a store visit: Insights from a psychophysiological study

[Academic lecture]. Frontiers in Service 2018.

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2018)

The clock is ticking – or is it? Customers’ response to a gain vs. loss of time during a service encounter

[Academic lecture]. Frontiers in Service 2018.

Caruelle, Delphine; Lervik-Olsen, Line & Gustafsson, Anders (2018)

Spoiling customers without spoiling their appreciation: the role of gratitude

[Academic lecture]. Frontiers in Service 2018.

Löfgren, Martin; Witell, Lars, Gustafsson, Anders & Fombelle, Paul (2012)

Influencing the Customer Experience with Gifts and Greetings

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Andersson, Pernille; Gustafsson, Anders, Kristensson, Per & Wästlund, Erik (2012)

I'll Tell You Something Private And You'll Buy From Me Effects of Self-Disclosure On Reciprocity

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Gustafsson, Anders; Fombelle, Paul, Witell, Lars & Kristensson, Per (2012)

Unlearning Innovation and Learning Service Innovation

[Academic lecture]. 21th Annual Frontiers in Service Conference.

Olsen, Line Lervik; Andreassen, Tor Wallin & Gustafsson, Anders (2012)

If you break it, should I fix it?

[Academic lecture]. 21st Annual Frontiers in Service Conference.

Akademisk grad
År Akademisk institusjon Grad
1996 University of Linköping Ph.D.
1990 Linköping University Master of Science
År Arbeidsgiver Tittel
2011 - Present BI Norwegian Business School Adjunct Professor
2007 - Present Arizona State University Visting Professor
2004 - Present Karlstad University Professor
2004 - 2006 Service Research Center, Karlstad University Director
2000 - 2005 University of Michigan Business School Visting Professor
2003 - 2004 Service Research Center, Karlstad University Research Director
1996 - 2000 Linköping University Research Scientist
1991 - 1996 Linköping University Research Assistant
1995 - 1995 National Quality Research Center, University of Michigan Business School Guest Scholar
1985 - 1988 Valmet-Karlstad Designer