Marketing Research for Breakfast

What are the motives, the detailed events, related behavior and outcomes of customer lies in service encounters? Assistant Professor Hannah Snyder presents new insights.

Assistant Professor Hannah Snyder at BI Norwegian Business School will give a lecture on “Customer lies in the service encounters”. Following the lecture you are invited to discuss how her findings influence your company and business practice.

Lying plays a significant part in the economy. While most codes of ethics, ideals and religions condemn deceptions or lies in any form, conversations in everyday life is characterized by forms of deceit ranging from withholding information and “white lies” to deliberate fabrication.

Despite lying being a part of everyday life, we often ignore the fact that even the smallest lie can cost us money, affect our relationships and significantly impact the lives of others.

The marketplace is not any different; it is well established in market research that customers lie frequently. Research have for example investigated customer lies in negotiations, customer lies in the physician-patient relationship, and the effect of white lies in service encounters.

However, despite a growth in interest concerning the “darker side” of customer behaviors, we know almost nothing about the motives and effects of customer lies. To fill this gap, we conducted three studies (with more than 2000 participants) to gain understanding of the motives, the detailed events, related behavior and outcomes of customer lies in service encounters.

«Marketing Research for Breakfast» is a meeting place for researchers and practitioners in marketing. BI’s marketing experts present their latest research results on relevant business topics. You – as a participant – get the opportunity to discuss how these results influence your company and business practice.

Free participation. Make sure to register as space is limited.

Practical information

  • Time:Thursday, 12 April 2018 08:00 - 09:45
  • Place:Campus Oslo
  • Contact:Hilde Spæren (


  • Time
  • Title
  • Registration and light breakfast

  • The truth, the whole truth and nothing but the truth?

    Customer lies in the service encounters. Assistant Professor Hannah Snyder, BI Norwegian Business School.

  • Discussion

About Hannah Snyder

Hannah Snyder is an assistant professor at the department of marketing, BI Norwegian Business School. She obtained her PhD Quality Technology and Management in 2016 at Linköping University. Hannah worked as a Lecturer in Marketing at UQ Business School, University of Queensland, Australia from 2016 to 2017 and joined BI in 2017.

Her research interest relates foremost to service marketing with a special interest in service innovation, business model innovation, customer creativity and customer deviant behavior. She has published in the Journal of Business Research, Journal of Service Management and International Journal of Nursing Studies. In addition, she serves as a member of the review board for Journal of Business.

Link to her faculty homepage.