Blar i Publikasjoner fra CRIStin - BI på forfatter "Wästlund, Erik"

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    • Creating brand engagement through in-store gamified customer experiences 

      Högberg, Johan; Ramberg, Marcus Olsson; Gustafsson, Anders; Wästlund, Erik (Journal article; Peer reviewed, 2019)
      The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using ...

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

      Wästlund, Erik; Otterbring, Tobias; Gustafsson, Anders; Shams, Poja (Journal article; Peer reviewed, 2015)
      When we visit a retail outlet, we go there to complete some type of shopping goal. These goals may be very specific and precisely planned prior to entering the store, or more abstract, and something we think of on the spur ...

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

      Otterbring, Tobias; Wästlund, Erik; Gustafsson, Anders; Shams, Poja (Journal article; Peer reviewed, 2014)
      We used two eye-tracking field experiments to investigate the extent to which in-store signage is used during navigation and decision making, and how the viewing of signage influences customers’ visual attention and choice ...