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.
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.
Schjøll, Alexander; Alfnes, Frode & Lanseng, Even (2018)
Reklame i blogger – forbrukeres holdninger og reaksjoner
Markedsføring og forbrukerne – samfunnsvitenskapelige blikk, , s. 158-168.
Lanseng, Even (2016)
Relevant sex appeals in advertising: Gender and commitment context differences
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.
Selnes, Fred & Lanseng, Even Johan (2014)
Markedsføringsledelse : med digitale verktøy
Gyldendal Akademisk
Lanseng, Even Johan (2014)
A typology of consumption value : teasing out the unique properties of utilitarian, symbolic, experiential, and aesthetic consumption value
Beta, 28(2) , s. 107-117.
Lanseng, Even Johan (2014)
Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Value
Beta, 28(2) , s. 107-117.
Augensen, Helene; Moen, Maren & Lanseng, Even Johan (2014)
Ærlighet varer lengst : åpen bloggsponsing er mer effektiv enn skjult
Magma forskning og viten, 17(3) , s. 58-63.
Lanseng, Even Johan (2013)
Ærlighet varer lengst – også på blogg
BI Business Review,
Lanseng, Even Johan & Majoor, Maarten (2013)
The relative importance of advertising elements and the roles of sex (gender) and involvement :
Beta, 27(2) , s. 97-112.
Lanseng, Even Johan & Olsen, Lars Erling (2012)
Brand alliances: the role of brand concept consistency
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.
Lanseng, Even Johan; Moen, maren & augensen, helene (2012)
Ærlighet varer lengst – også på blogg
BI Marketing Magazine, (2) , s. 16-18.
Andreassen, Tor Wallin & Lanseng, Even Johan (2010)
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
International Journal of Service Industry Management, 21(2) , s. 212-236.
Lanseng, Even J.; Lanseng, Even J. & Wanebo, Tor Arne (2007)
Pionermerke eller etterfølgermerke - fordeler og ulemper
Magma forskning og viten, 10(2) , s. 53-59.
Lanseng, Even J. & Andreassen, Tor W. (2007)
Electronic Healthcare? A Study of Peoples Readiness and Attitude Toward Performing Self-Diagnosis
International Journal of Service Industry Management, 18(4) , s. 394-417.
Lanseng, Even Johan & Andreassen, Tor Wallin (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) , s. 487-503.
Lanseng, Even Johan; Gripsrud, Geir & Nes, Erik Bertin (2025)
Exploring branding and co-country branding
[Conference Lecture]. Event
Lanseng, Even Johan & Selnes, Fred Erling (2024)
Markedsføringsledelse et kundesentrisk perspektiv
[Textbook]. Fagbokforlaget
Lanseng, Even Johan (2024)
Exploring the influence of the influencer
[Conference Lecture]. Event
Selnes, Fred Erling & Lanseng, Even Johan (2024)
Marketing Management: A Customer-Centric Approach
[Textbook]. Sage Publications
Lanseng, Even Johan (2023)
Under the influence of the influencer: what mechanism explains an influencer’s influence on product evaluations?
[Conference Poster]. Event
Lanseng, Even Johan (2023)
Error Cost versus Error Probability in Consumer Choice
[Conference Poster]. Event
Lanseng, Even Johan (2022)
Under influence of the influencer: what mechanism explains an influencer’s influence on consumers’ product evaluations?
[Conference Lecture]. Event
Lanseng, Even Johan; Gripsrud, Geir & Nes, Erik Bertin (2021)
Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude
[Conference Lecture]. Event
Lanseng, Even (2018)
The roles of cognitive load and brand knowledge in brand value co-creation
[Conference Lecture]. Event
Lanseng, Even (2016)
Incumbent versus Newcomer Advantages: A Fundamental Motives Explanation
[Conference Lecture]. Event
Lanseng, Even (2015)
Incumbent versus Newcomer Advantages:An Ultimate Motives Explanation
[Lecture]. Event
Lanseng, Even; Alfnes, Frode & Schjøll, Alexander (2015)
Forbrukernes holdninger og bevissthet rundt skjult reklame i blogger og i nettbutikker
[Report Research]. OsloMet - storbyuniversitetet
Nummer: nr.4-2016
Lanseng, Even Johan (2013)
Unknowingly Ready or Knowingly Unready? The Roles of Implicit Memory (prime) and Menstrual Cycle in Women’s Brand Evaluation
[Conference Lecture]. Event
Lanseng, Even Johan & Andreassen, Tor Wallin (2013)
From Healthcare to e-Healthcare: Are People Ready?
Lanseng, Even Johan & Andreassen, Tor Wallin (red.). Service Management in Health and Wellness Services
Lanseng, Even Johan & Majoor, Maarten (2012)
Attractive versus Popular:Men and Women’s Reactions to Male and Female Models in Advertising
[Conference Lecture]. Event
Lanseng, Even Johan & Majoor, Maarten (2012)
The Relative Importance of Advertising Elements and the Roles of Sex (Gender) and Involvement
[Conference Poster]. Event
Lanseng, Even Johan & Sivertsen, Hanne Kristine (2011)
Rethinking the Schema-Incongruity Effect in Consumer Judgments
[Conference Lecture]. Event
Lanseng, Even Johan & Sivertsen, Hanne Kristine (2011)
Rethinking the Incongruity Effect in Consumer Judgments
[Conference Lecture]. Event
Brechan, Inge & Lanseng, Even Johan (2011)
Attribution of Service Failure: The Effect of Locus and Control on Customer Satisfaction and Switching Intention
[Conference Poster]. Event
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.
Lanseng, Even Johan (2010)
A Typology of Consumption Value: Teasing out the Unique Properties of Utilitarian, Symbolic, Experiential, and Aesthetic Consumption Qualities
[Conference Lecture]. Event
Lanseng, Even Johan & Holtmoen, Å. (2009)
Brands in Text—Attitudinal Effects of Brand Placements in Narrative Fiction
[Conference Lecture]. Event
Olsen, Lars Erling; Lanseng, Even Johan, Baalerud, H & Holtmoen, H (2009)
Brands in Text - Attitudinal Effects of Brand Placements in Narrative Fiction
[Conference Lecture]. Event
Lanseng, Even Johan & Wanebo, Tor Arne (2009)
Pioneering (Dis)advantage and Later Entrant (Dis)advantage: The Role of Consumer Goals in Pioneer and Later Entrant Brand Advantages
[Conference Lecture]. Event
Lanseng, Even Johan & Supphellen, Magne (2008)
Using Ideals and Typicality Measures to Enhance the Attitude-Behavior Relationship
[Conference Lecture]. Event
Lanseng, Even Johan (2008)
A SERVICE-DOMINANT LOGIC FOR BRANDING
[Conference Lecture]. Event
Lanseng, Even Johan & Andreassen, Tor Wallin (2008)
