Global resource use and emissions continue to rise despite the widespread adoption of more energy-efficient products and technologies. The current research addresses this green paradox by examining how the availability of rooftop solar panels and other energy-saving green features leads to rebound effects that inadvertently increase the popularity of physically larger and more resource-intensive homes. A conjoint analysis-based survey of US home buyers is utilized to determine the presence of income and moral licensing-based rebound effects, which together are predicted to increase buyer preference for larger homes. As expected, the findings show a shift in buyer preference towards larger homes due to significant income and moral licensing-based rebound effects created by the availability of energy-saving/guilt-reducing green features. The conjoint analysis results are then utilized in conjunction with home construction-sourced secondary data to estimate the economic and environmental implications of the larger home sizes. These estimates reveal that larger homes increase the financial attractiveness of green features for home builders and buyers, but at the cost of largely eliminating their environmental benefits. This suggests that efforts to achieve the widespread adoption of green features should focus on introducing them on physically larger products first when doing so makes the features more popular and profitable, because such popularity may create the potential for scale-based cost reductions that could lead to their wider adoption across all product sizes with consequent environmental benefits.
Jütte, Espen Alexander & Olson, Erik Lee (2022)
A brand hegemony rejection explanation for digital piracy
Advocacy bias is characterized by a preponderance of published articles that support an academic discipline’s favored causes and paradigms, and by the consequent relative absence of bias countering skeptical/falsifying publications. Such imbalance between paradigm/cause advocates and skeptics can be an indication of a research process that has been corrupted by a widely shared scholarly desire to generate supportive results. The current research makes an empirical contribution to the advocacy bias literature with a content analysis based framework that assesses the level of green marketing (GM) advocacy bias among 107 GM related articles from marketing’s Financial Times (FT) list journals and 9 GM related special issues (SI). Evidence of widespread GM advocacy bias is indicated by the almost complete lack of GM skeptical/falsifying articles. It is hoped that this first empirical examination of advocacy bias within the marketing discipline will inspire more discussion and research on the topic.
Olson, Erik (2018)
The Fakegate scandal: Social marketing ethics in promoting a difficult to sell good cause.
Sports sponsorship is big business, and a great deal of research provides evidence as to sponsorship’s efficacy in achieving a large range of communication goals, particularly for brands that are perceived as fitting well with the sport by the most involved fans. A developing body of literature, however, suggests that fan passion for a favorite team or athlete might work against the sponsors of hated rivals. The current research contributes to the rivalry effects topic by examining the impact of sponsor-sport fit, business rivalry, and league sponsoring on “home” team fan attitudes towards the sponsors of their team’s main rival. The study finds that negative rivalry effects are particularly severe when the rival team sponsor has high-perceived fit with the sport and is a direct business rival to a “home” team sponsor, but that league sponsorships largely mitigate these rivalry effects.
Olson, Erik (2017)
Will songs be written about autonomous cars? The implications of self-driving vehicle technology on consumer brand equity and relationships
Fully autonomous vehicles that take all the driving duties away from car passengers will soon be available from most of the world’s automakers and a variety of world famous technology brands such as Google and Apple. While a number of legal and technical issues need to be resolved before self-driving cars can be commercialised, they are predicted to offer a number of potential advantages in terms of passenger convenience, safety, and comfort, although there is also speculation that the technology may reduce the emotional bond that many consumers have for cars and car brands. This paper uses branding literature and theory to predict how self-driving technology may change the influence of brands on consumer vehicle choice, including the desire to own a car, and the potential opportunities and challenges this will present to automotive and non-automotive brand managers and researchers.
Olson, Erik (2016)
The rationalization and persistence of organic food beliefs in the face of contrary evidence
Are Interactive Decision Aids Better than Passive Decision Aids? A Comparison with Implications for Information Providers on the Internet
Journal of Interactive Marketing, 16(2), s. 23- 33.
Olson, Erik & Bakke, Geir (2001)
Implementing the lead user method in a high technology firm: A longitudinal study of intensions versus actions
Journal of Product Innovation Management, 18(November), s. 388- 395.
Brønn, Peggy S. & Olson, Erik (1999)
Mapping the Strategic Thinking of PR Managers in a Crisis Situation: An Illustrative Example Using Conjoint Analysis
Public Relations Review, 25(3), s. 351- 368.
Olson, Erik (1995)
How Magazines Portrayed Advertising: 1900-1940
Journal of Advertising, 24(3), s. 43- 58.
Bradley, David & Olson, Erik (2017)
What’s gonna drive you home?
Science Spot, Science News and Inderscience Research Spot [Fagblad]
Hansen Eriksrud, Ole Jonny & Olson, Erik (2016)
Om et år er Amalie Iuel «fritt vilt» for sponsorene
Nettavisen [Avis]
Olson, Erik (2013)
Duellen, Elbillers særbehandling
energi [Avis]
Thjømøe, Hans M. & Olson, Erik (2011)
Forbrukeratferd
[Textbook]. Universitetsforlaget.
Olson, Erik (2006)
"Outing” the Store Brand Supplier: Does it Increase the Quality Perceptions of Store Brands?
[Academic lecture]. Recent Advances in Retailing and Services Science Conference.
Olson, Erik & Thjømøe, Hans Mathias (2004)
Sponsorship Identification Revisited: Does Expertise, Involvement, Familiarity, or Prior Attitudes Explain SponsorshipRecall Accuracy and Use of Construction Heuristics?
[Academic lecture]. International Conference on Research in Advertising..
Olson, Erik & Bakke, Geir (2004)
Creating breakthrough innovations by implementing the Lead User methodology
[Article in business/trade/industry journal]. Telektronikk, s. 126- 132.
Olson, Erik & Bakke, Geir (2004)
A comparison of new product development practices in North America and Norway
[Article in business/trade/industry journal]. Telektronikk, s. 120- 125.
Olson, Gary & Olson, Erik (2003)
A Pictorial History of Sioux Falls, SD
[Popular scientific book]. Donning Co..
Olson, Erik & Brønn, Carl (2001)
Seeing Their World: The Cognitive Mapping of Product Managers
[Academic lecture]. AMA Winter Educators Conference.
Thjømøe, Hans Mathias & Olson, Erik (2001)
Forbrukeratferd
[Textbook]. Universitetsforlaget/Focus forl..
Olson, Erik & Widing, Robert E (2000)
Are Interactive Decision Aids Better Than Passive Decision Aids? A Comparison with Implications for Information Providers on the Internet
[Academic lecture]. AMA Winter Educators Conference.
Olson, Erik L. & Thjømøe, Hans M. (1999)
Cross-Cultural Segmenting and Brand Extension: the Case of the Mercedes A-Class Launch
[Academic lecture]. ESOMAR International Automotive Marketing Conference.
Olson, Erik & Thjømøe, Hans M. (1998)
Cross-Cultural Segmenting and Brand Extension: The Case of the Mercedes-Benz A-Class Launch
[Academic lecture]. ESOMAR International Automotive Marketing Conference.
Brønn, Peggy Simic & Olson, Erik (1998)
Mapping the Strategic Thinking of PR Managers in a Crisis Situation: An Illustrative Example Using Conjoint Analysis
[Report]. Handelshøyskolen BI.
Olson, Erik & Thjømøe, Hans M. (1997)
The Effects of Mere Exposure on Brand Preference
[Academic lecture]. AMA Winter Educators Conference.
Widing, Robert E & Olson, Erik (1997)
Brand Search Behavior for Users of Cutoff Decision Aids
[Academic lecture]. Marketing Science Conference.
Widing, Robert E; Speed, Richard & Olson, Erik (1997)
Control Systems for the Market Oriented Organization
[Academic lecture]. EMAC.
Olson, Erik & DeWitt, Frank (1996)
Do Consumer Loyalty Programs Really Create Brand Loyalty?
[Academic lecture]. European Institute for Advanced Studies in Marketing Conference on Relationship Marketing.
Widing, Robert E; Olson, Erik & Talarzyk, Wayne (1995)
The Predictive Power of Linear Models as Computer Assisted Decision Aids
[Academic lecture]. Marketing Science Conference.
Widing, Robert E; Olson, Erik & Talarzyk, Wayne (1992)
The ADE Scale: Measures of and Relationships Among Accuracy, Difficulty, and Mental Effort in Aided Decision Making
[Academic lecture]. American Marketing Association Summer Educators Conference.
Widing, Robert E; Talarzyk, Wayne & Olson, Erik (1991)
Electronic Information Systems for Consumers: An Evaluation of Computer Assisted Formats in Multiple Decision Environments
[Academic lecture]. AMA Summer Educators Conference.
Olson, Erik (1991)
The Unintended Negative Consequences of Advertising During the Early Years of the Modern Advertising Era: An Editorial Content Analysis of Popular Magazines: 1900-1940
[Academic lecture]. AMA Summer Educators Conference.
Widing, Robert E; Talarzyk, Wayne & Olson, Erik (1990)
An Evaluation of a Computer Assisted Cutoff Decision Aid in Multiple Choice Contexts
[Academic lecture]. AMA Summer Educators Conference.
