Faculty Profile

Asle Fagerstrøm

Adjunct Professor - Department of Marketing

Publications

Eriksson, Niklas; Rosenbröijer, Carl -Johan & Fagerstrøm, Asle (2018)

Smartphones as decision support in retail stores – The role of product category and gender

Procedia Computer Science, 138, s. 505- 515. Doi: 10.1016/j.procs.2018.10.070

Tengstedt, Maja Åskov; Fagerstrøm, Asle & Mobekk, Hilde (2018)

Health interventions and validity on social media: A literature review

Procedia Computer Science, 138, s. 169- 176. Doi: 10.1016/j.procs.2018.10.024

Fagerstrøm, Asle; Pawar, Sanchit, Arar, Maather & Sigurdsson, Valdimar (2018)

On the relative impact of male and female sellers’ profile image and its facial expressions upon peer users’ behavior on AirbnbTM

Procedia Computer Science, 138, s. 454- 461. Doi: 10.1016/j.procs.2018.10.063

Markussen, Ida Merete Øverby; Fagerstrøm, Asle & Sydnes, Lars (2018)

Situational Factors Influencing Customers´ Credit Use Online: A Behavioral Economic Approach

Proceedings of the Annual Hawaii International Conference on System Sciences, s. 3596- 3605. Doi: 10.24251/HICSS.2018.454

Mobekk, Hilde; Fagerstrøm, Asle & Hantula, Donald A. (2018)

The Influence of Probability Discounting on Escalation in Information Technology Projects

International Journal of Information Technology Project Management, 9(1), s. 23- 39. Doi: 10.4018/IJITPM.2018010102

Sigurdsson, Valdimar; Menon, Vishnu R.G., Hallgrimsson, Atli Geir, Larsen, Nils Magne & Fagerstrøm, Asle (2017)

Factors Affecting Attitudes and Behavioral Intentions Toward In-app Mobile Advertisements

Journal of Promotion Management, 24(5), s. 694- 714. Doi: 10.1080/10496491.2018.1405523 - Fulltekst i vitenarkiv

Mobile apps show a heavy usage pattern and compelling growth figures. This study seeks to examine consumers’ attitudes toward in-mobile advertisements in terms of mobile advertising value. The samples are from the United Kingdom (UK) and India because the nationals of these countries exhibit a high degree of dissimilarity in a number of Hofstede’s cultural dimensions. The findings suggest that factors such as perceived entertainment, credibility, and information significantly improve attitudes toward in-app advertisements, and that the effectiveness of these advertisements is based on cultural differences. The participants from India exhibited more positive attitudes toward in-app advertisements than their counterparts from the UK. The entertainment factor had a greater impact on Indian, while credibility and information had a more significant impact on smartphone users from the UK.

Eriksson, Niklas; Rosenbröijer, Carl-Johan & Fagerstrøm, Asle (2017)

The relationship between young consumers’ decision-making styles and propensity to shop clothing online with a smartphone

Procedia Computer Science, 121, s. 519- 524. Doi: 10.1016/j.procs.2017.11.069

Fagerstrøm, Asle; Eriksson, Niklas & Sigurdsson, Valdimar (2017)

What’s the “Thing” in Internet of Things in Grocery Shopping? A Customer Approach

Procedia Computer Science, 121, s. 384- 388. Doi: 10.1016/j.procs.2017.11.052

The Internet of Things (IoT) technology presents an opportunity for retail groceries to develop an infrastructure that makes physical things such as mobile phone, shopping basket, store shelves, digital display, and, even the product itself smart, allowing real-time interaction with customers both in the physical store and in the virtual store. The aim of this study is to expand understanding of how IoT can create value in the retail grocery choice situation. To investigate the impact of IoT-related information on consumer choice in a shopping situation, we arranged a conjoint experiment in which participants (n = 61) purchased fresh salmon in a grocery store. The results (Pearson´s r = 0.939, p = 0.000) show that relative to static information about price, expiry date, quality, and offers given, the real-time information was the most salient stimulus when choosing fresh salmon. Moreover, quality ratings by other customers were the most salient stimuli among real-time information, followed by an offer based on a product in the shopping cart, real-time expiry date, and real-time price. These findings contribute both to researchers and managers within grocery retailing who want to understand how IoT can be used in a way that creates value for the customers.

Pawar, Sanchit; Fagerstrøm, Asle & Sigurdsson, Valdimar (2017)

THE POTENTIAL OF USING NEURO-IS TO UNDERSTAND CONSUMER’S APPROACH-AVOIDANCE MOTIVATION IN ONLINE GROCERY RETAIL

Kommers, Piet; Issa, Tomayess, Isaías, Pedro & Hol, Ana (red.). PROCEEDINGS OF THE 8th INTERNATIONAL CONFERENCE on INTERNET TECHNOLOGIES & SOCIETY (ITS 2017)

There is a request for research to examine consumer-purchasing behavior in online grocery retailing. By definition, behavior includes both cognition and observable responses. Neuro-Information Systems (NeuroIS) is a framework that offers a reliable measurement of consumer behavior, through direct observation of the brain using neuroscientific techniques. This paper discusses a potential application of using electroencephalography (EEG) to measure approach-avoidance motivation in online grocery retail contexts. A review of the literature on approach-avoidance, web atmospherics, and frontal asymmetry is conducted, to form appropriate linkages between theory and its application to the online grocery context. Additionally, this paper provides an example for exploring the potential of NeuroIS in an online setting, to demonstrate potential benefits when it comes to understanding and predicting consumer motivation in an online grocery retail context.

Hoff, Aleksander; Haddara, Moutaz & Fagerstrøm, Asle (2017)

INVESTIGATING THE USE OF SOCIAL NETWORK INTRANETS AND HOW THEY INFLUENCE INTERNAL COMMUNICATIONS: THE CASE OF WORKPLACE™ BY FACEBOOK™

Kommers, Piet; Issa, Tomayess, Isaías, Pedro & Hol, Ana (red.). PROCEEDINGS OF THE 8th INTERNATIONAL CONFERENCE on INTERNET TECHNOLOGIES & SOCIETY (ITS 2017)

Through a qualitative case study, this research seeks to explore how a social network intranet can influence intra-organizational communications. By analyzing the use of WorkplaceTM by FacebookTM at a large Norwegian organization, our data analysis suggests that in contrast to the previous system at the case organization, this new social network intranet platform has indeed influenced internal communications. It was also found that the employees are actively using it, and the overall implementation was deemed successful. In addition, the platform aided in more rapid problem-solving mechanisms, thanks to the knowledge sharing capabilities and data availability within the platform. While information sharing and posting improve the internal information flow and provide leaders a chance to see responses; however, information flow and availability could also be a problem. The amount of information flowing sometimes become too large, and users could face challenges in catching up with the pace. Nevertheless, our data suggests that the social network has brought in several communication enhancements within the company, by breaking down borders and making communication more personal and effective. We prospect that this study could serve as an orientation to companies that are looking for replacement options for their internal communication systems.

Khamtanet, Sirinna; Fagerstrøm, Asle & Haddara, Moutaz (2017)

EXPLORING CRITICAL SUCCESS FACTORS OF ENTERPRISE RESOURSE PLANNING IMPLEMENTATIONS IN NORDIC AND BALTIC SMES

Kommers, Piet; Issa, Tomayess, Isaías, Pedro & Hol, Ana (red.). PROCEEDINGS OF THE 8th INTERNATIONAL CONFERENCE on INTERNET TECHNOLOGIES & SOCIETY (ITS 2017)

It is essential for Nordic and Baltic SMEs to understand the critical success factors (CSFs) of enterprise resource planning (ERP) implementations which we argue determine whether their cross-border cooperation will be successful or not. Hence, this research aims to expand our understanding of the CSFs of ERP implementations in the context of Nordic and Baltic SMEs. Via an explorative survey among Nordic and Baltic companies, our results suggest that the CSFs in the pre-implementation stage are more related to preparations and planning tasks, such as identifying goals and objectives, preparing and identifying resources to support the systems’ adoptions, and, gaining support from all related parties. During the implementation stage, CSFs focus on project management activities in which companies will use the outputs from the pre-implementation stage as inputs to finalize the ERP implementation. Accordingly, the post-implementation stage emphasizes the importance of end users. Hence, we provide our results to aid organizations in their future ERP projects. Finally, we provide our recommendations for future research.

Fagerstrøm, Asle; Sigurdsson, Valdimar, Lillemoen, Maria & Eriksson, Niklas (2017)

UNDERSTANDING THE IMPACT OF CONTENT IN SOCIAL MEDIA ADVERTISING

Kommers, Piet; Issa, Tomayess, Isaías, Pedro & Hol, Ana (red.). PROCEEDINGS OF THE 8th INTERNATIONAL CONFERENCE on INTERNET TECHNOLOGIES & SOCIETY (ITS 2017)

Sigurdsson, Valdimar; Menon, Vishnu R.G. & Fagerstrøm, Asle (2017)

Online healthy food experiments: capturing complexity by using choice-based conjoint analysis

The Behavior Analyst, 40(2), s. 373- 391. Doi: 10.1007/s40614-017-0114-9

Gonzalez, Rolando; Fagerstrøm, Asle & Fagernes, Siri (2017)

Enhancing Learning Through a Real-Life Assignment

Lee, Jacky Z. M. (red.). Proceedings of The 2017 International Conference on Advanced Technologies Enhancing Education (ICAT2E 2017)

This study focuses on how a real-life assignment may enhance studentsï learning. Twenty-nine students completed an assignment to test a usability framework that small to medium enterprises (SMEs) in Nordic and Baltic countries can use to evaluate the usability of their website. The overall feedback from the students was that a real-life assignment like this was a positive experience with respect to enhanced motivation and understanding of typical issues in their educational field. This finding supports previous research, which shows that real-life assessments in higher education contribute to more satisfaction, which again can be the basis for future learning. Practical implications and suggestions for further research are given.

Fagerstrøm, Asle; Gulliksen, Marit & Grønli, Tor-Morten (2017)

Microlearning in Educating Healthcare Professionals

Lee, Jacky Z. M. (red.). Proceedings of The 2017 International Conference on Advanced Technologies Enhancing Education (ICAT2E 2017)

Eriksson, Niklas & Fagerstrøm, Asle (2017)

The Relative Impact Of Wi-Fi Service On Young Consumers’ Hotel Booking Online

Journal of Hospitality & Tourism Research, 42(7), s. 1152- 1169. Doi: 10.1177/1096348017696844

Fagerstrøm, Asle; Pawar, Sanchit, Sigurdsson, Valdimar, Foxall, Gordon R. & Yani-de-Soriano, Mirella (2017)

That Personal Profile Image Might Jeopardize Your Rental Opportunity! On the Relative Impact of the Seller’s Facial Expressions upon Buying Behavior on Airbnb™

Computers in Human Behavior, 72, s. 123- 131. Doi: 10.1016/j.chb.2017.02.029

Arntzen, Erik; Eilertsen, Jon Magnus & Fagerstrøm, Asle (2016)

Preferences in equivalence classes by low potency benign valenced stimuli

European Journal of Behavior Analysis, 17(2), s. 142- 153. Doi: 10.1080/15021149.2016.1247637

Menon, R.G. Vishnu; Sigurdsson, Valdimar, Larsen, Nils Magne, Fagerstrøm, Asle & Foxall, G. R. (2016)

Consumer attention to price in social commerce: Eye tracking patterns in retail clothing

Journal of Business Research, 69(11), s. 5008- 5013. Doi: 10.1016/j.jbusres.2016.04.072 - Fulltekst i vitenarkiv

Although the literature establishes the importance of pricing in relation to traditional retailers and e-commerce, few studies consider its importance in social commerce. This study uses eye tracking to examine observational behavior as fixation time on price and the total fixation time on a Facebook page that displays clothing products. This study employs interventions both directly related (via different prices of clothes and price visibility) and indirectly related (via human models vs. mannequins) to the price label. Results show a U-shape function for fixations on price and total fixations on a page with respect to price for females who buy for themselves and males who buy for their partners. This finding points not only to the utilitarian position of price, but also to its informational role. This study introduces a conceptual framework for further research, focused on the mechanisms through which social commerce can lead to increased sales and profits.

Fagerstrøm, Asle; Ghinea, Gheorghita & Sydnes, Lars (2016)

Understanding the Impact of Online Reviews on Customer Choice: A Probability Discounting Approach

Psychology & Marketing, 33(2), s. 125- 134. Doi: 10.1002/mar.20859

This study uses the concept of probability discounting to understand the impact of online customer reviews on consumer choice. Probability discounting describes how the subjective value of an outcome alters when its delivery shifts from certain to uncertain. An experimental study with 29 participants was conducted. Participants were run through an online shopping scenario where they had to choose whether to buy a product from a Web shop with customer reviews on reliability or from a Web shop without reviews but with a lower product price. A titration procedure over sales price for the Web shop without reviews was run over seven probability conditions. The mean switching points where participants chose where to buy the product were extracted from the experimental data, and probability discounting factors were calculated. The results supported the assumption that online reviews indicate the probability of a successful transaction online and function as a guide to choices. Implications for marketers as well as suggestions for future research are discussed.

Fagerstrøm, Asle & Arntzen, Erik (2016)

Motivating Operations and Consumer Choice

Foxall, Gordon R. (red.). The Routledge Companion to Consumer Behavior Analysis

Arntzen, Erik; Fagerstrøm, Asle & Foxall, Gordon R. (2016)

Equivalence Classes and Preferences in Consumer Choice

Foxall, Gordon R. (red.). The Routledge Companion to Consumer Behavior Analysis

Sigurdsson, Valdimar; Larsen, Nils Magne & Fagerstrøm, Asle (2016)

Behavior Analysis of In-Store Consumer Behavior

Foxall, Gordon R. (red.). The Routledge Companion to Consumer Behavior Analysis

Fagerstrøm, Asle & Sigurdsson, Valdimar (2016)

Experimental Analysis of Consumer Choices

Foxall, Gordon R. (red.). The Routledge Companion to Consumer Behavior Analysis

Fagerstrøm, Asle; Stratton, Jeanine P. & Foxall, Gordon R. (2015)

The Impact of Corporate Social Responsibility Activities on the Consumer Purchasing Situation

Journal of organizational behavior management, 35(3-4), s. 184- 205. Doi: 10.1080/01608061.2015.1093053

Haddara, Moutaz; Fagerstrøm, Asle & Mæland, Bjørnar (2015)

Cloud ERP Systems: Anatomy of Adoption Factors & Attitudes

Journal of Enterprise Resource Planning Studies, 2015, s. 1- 24. Doi: 10.5171/2015

Mobekk, Hilde & Fagerstrøm, Asle (2015)

Escalation in Information Technology Projects: A Discounting Theory Perspective

International Journal of Information Technology Project Management, 6(4), s. 1- 19. Doi: 10.4018/IJITPM.2015100101

Sørum, Hanne & Fagerstrøm, Asle (2015)

How to Evaluate Investments in Website Quality Within eGovernment? Exploring the Webmaster’s Perception of Benefits

Lecture Notes in Computer Science

Fagerstrøm, Asle; Aksnes, Dag & Arntzen, Erik (2015)

An Experimental Study of Intertemporal Choices: The Case of Customer Relationship Management

Managerial and Decision Economics, 37(4-5), s. 324- 330. Doi: 10.1002/mde.2719

Fagerstrøm, Asle; Ghinea, Gheorghita & Sydnes, Lars (2015)

How Does Probability Impact Consumers’ Choice? The Case of Online Reviews

Managerial and Decision Economics, 37(4-5), s. 331- 336. Doi: 10.1002/mde.2720

Mæland, Bjørnar; Haddara, Moutaz & Fagerstrøm, Asle (2014)

PERCEPTION OF SaaS ADOPTION IN NORWEGIAN ENTERPRISES: FOCUS ON ERP

NOKOBIT - Norsk konferanse for organisasjoners bruk av informasjonsteknologi, 22(1)

Fagerstrøm, Asle; Sørum, Hanne & Vatrapu, Ravi Kiran (2014)

Nonprofit organizations use of social media: The case of drug helplines

Isaías, Pedro & White, Bebo (red.). 13th international conference WWW/Internet 2014

Fagerstrøm, Asle (2014)

Sannhetens øyeblikk i nettbutikken

Magma - Tidsskrift for økonomi og ledelse, 17(3), s. 49- 57.

Fagerstrøm, Asle & Gheorghita, Ghinea (2013)

Co-creation of value in higher education: using social network marketing in the recruitment of students

Journal of Higher Education Policy and Management, 35(1), s. 45- 53. Doi: 10.1080/1360080X.2013.748524

Fagerstrøm, Asle & Hantula, Donald A. (2013)

Buy It Now and Pay for It Later: An Experimental Study of Student Credit Card Use

The Psychological Record, 63, s. 323- 332. Doi: 10.11133/j.tpr.2013.63.2.007

Fagerstrøm, Asle & Arntzen, Erik (2013)

On Motivating Operations at the Point of Online Purchase Setting

The Psychological Record, 63(2), s. 333- 344. Doi: 10.11133/j.tpr.2013.63.2.008 - Fulltekst i vitenarkiv

Fagerstrøm, Asle & Larsen, Thomas (2011)

The relevance of behavioural economics for customer relationship management implementation

Kommers, Piet; Zhang, Ji-ping, Issa, Tomayess & Isaías, Pedro (red.). Proceedings of the IADIS International Conference on Internet Technologies & Society (ITS 2011)

Fagerstrøm, Asle & Ghinea, Gheorghita (2011)

On the motivating impact of price and online recommendation at the point of online purchase

International Journal of Information Management, s. 103- 110. Doi: 10.1016/j.ijinfomgt.2010.10.013

Fagerstrøm, Asle & Ghinea, Gheorghita (2011)

Co-creation of value through social network marketing: a field experiment using a facebook campaign to increase conversion rate

Lecture Notes in Computer Science, 6772, s. 229- 235. Doi: 10.1007/978-3-642-21669-5_27

Fagerstrøm, Asle; Arntzen, Erik & Foxall, G. R. (2011)

A study of preferences in a simulated online shopping experiment

Service Industries Journal, 31(15), s. 2603- 2615. Doi: 10.1080/02642069.2011.531121

Fagerstrøm, Asle (2010)

The Motivating Effect of Antecedent Stimuli on the Web Shop: A Conjoint Analysis of the Impact of Antecedent Stimuli at the Point of Online Purchase

Journal of organizational behavior management, 30(2), s. 199- 220. Doi: 10.1080/01608061003756562

This article introduces the concept motivating operation (MO) to the field of online consumer research. A conjoint analysis was conducted to assess the motivating impact of antecedent stimuli on online purchasing. Stimuli tested were in-stock status, price, other customers' reviews, order confirmation procedures, and donation to charity. The results indicate that the concept of MO is applicable to the analysis of the motivating impact of antecedent stimuli on consumer purchase behavior. The advantage of the concept of MO is, first, that it leads to greater understanding of the complex world of contingencies operating within the consumer behavior setting online. Second, the MO account is designed specifically to facilitate intervention as it is formulated in terms of environmental stimuli that can be manipulated directly. This is important for online companies that strive to increase economic earnings from their Web shops by means of increasing customers' conversion rates.

Fagerstrøm, Asle & Ghinea, Gheorghita (2010)

WEB 2.0'S MARKETING IMPACT ON LOW-INVOLVEMENT CONSUMERS

Journal of Interactive Advertising, 10(2), s. 67- 71.

What happens if you create a campaign based on the target segment's dreams of being a designer, in combination with a recognized brand and medium that have the same target segment? For SCA Libresse, the relationship with its consumers is a vital competitive factor. From dialogues with the target segment, the company's marketing managers recognized that many young girls have an interest in fashion and design. Therefore, SCA Libresse developed its campaign: Libresse, Let's Design. The winning contribution was to be sold in 180 stores in Nordic countries. The result was overwhelming: 90,000 designs were submitted, and the number of Web site visitors doubled. Most important, SCA Libresse witnessed an increase in sales during the campaign period. Using the Libresse, Let's Design campaign, this article discusses how brand awareness and positive attitude toward a brand can be created by use of the Internet in an interactive and social way.

Fagerstrøm, Asle; Foxall, G. R. & Arntzen, Erik (2010)

Implications of Motivating Operations for the Functional Analysis of Consumer Choice

Journal of organizational behavior management, 30(2), s. 110- 126. Doi: 10.1080/01608061003756331

The present article introduces the concept of Motivating Operation (MO) to the context of consumer choice and discusses the function of the concept of MO in the context of the Behavioral Perspective Model (BPM). Including MO as part of the consumer behavior setting leads to a more comprehensive analysis and, as a result, improves our understanding of the complex world of contingencies operating within consumer situations. First, the concept of MO helps to distinguish between discriminative and motivational functions of antecedents in the consumer behavior setting. Second, the MO concept includes both unlearned and learned motivating effects. Third, we will argue that some types of rules could also be MOs. A functional analysis of consumer choice should take into consideration the concept of MO because it is a contribution to the ongoing discussion to describe and classify antecedent variables that influence consumer behavior.

Fagerstrøm, Asle & Ghinea, Gheorghita (2009)

The Persuasive Effects from Web 2.0 Marketing: A Case Study Investigating the Persuasive Effect from an Online Design Competi

Human Interface and the Management of Information. Information and Interaction

This case study investigates the effect from a Web 2.0 campaign, an online design competition, accomplished by a company that produces and marketed feminine care products (sanitary towels). The target segment for the campaign was girls in four Nordic countries, in the age between 14 and 25. The main characteristic for the target segment is that they are not much interested in the product category. Our interpretation is that the online design competition had a persuasive effect towards the target segment. By using the internet in an interactive and social way, companies can achieve brand awareness and create a positive attitude towards a brand in low-involvement segments. Suggestions for further research are given.

Fagerstrøm, Asle; Arntzen, Erik & Foxall, G. R. (2009)

Use of MediaLab in experimental behavioral research: The case of consumer decision making

European Journal of Behavior Analysis, 2, s. 203- 214.

MediaLab? is a software package developed by Empirisoft? for the administration of psychological experiments in a computer lab which allows the creation of randomized experiments and the recording of data for each individual participant. This demonstrates how MediaLab? can be used to arrange and record data to study individual choice behavior based on Herrnstein?s (1961, 1970) behavioral model. The design and composition of the experiment in MediaLab?, the running of the experiment, and example of output data are all described. The use of Medialab? for setting up experiments for research on consumer behavior is emphasized.

Fagerstrøm, Asle (2008)

Hvilket bidrag gir aferdsanalysen til forbrukerforskningen, og hva kan forbrukerforskningen gi tilbake til atferdsanalysen?

Norsk Tidsskrift for Atferdsanalyse, 35(1), s. 21- 31.

Fagerstrøm, Asle (2007)

The impact of verbal stimuli in motivating consumer response at the point of purchase situation online

Lecture Notes in Computer Science

Fagerstrøm, Asle (2005)

The behavioural perspective model : A proposed theoretical framework to understand and predict online consumer behavior

Information Technologies for Organizational Enhancement

Menon, Vishnu R.G.; Sigurdsson, Valdimar, Fagerstrøm, Asle, Sørensen, Herborg, Marteinsdottir, Helena Gunnars & Foxall, Gordon R. (2018)

How to Grow Brand Post Engagement on Facebook and Twitter? An Empirical Investigation of Design and Content Factors

[Academic lecture]. 8th Global Innovation and Knowledge Academy Conference (GIKA).

Sigurdsson, Valdimar; Menon, Vishnu R.G., Fagerstrøm, Asle, Larsen, Nils Magne & Sørensen, Herborg (2018)

From Likes to Shares: Factors Influencing Engagement Behaviours on Facebook and Twitter

[Academic lecture]. 25th Recent Advances in Retailing and Services Science Conference.

Sigurdsson, Valdimar; Larsen, Nils Magne, Fagerstrøm, Asle & Erikson, Niklas (2018)

Nudging Healthy Food Consumption With Smart Carts (Applied Research)

[Academic lecture]. ABA 44th Annual Convention.

Sigurdsson, Valdimar; Menon, Vishnu R.G., Hallgrimsson, Atli Geir, Larsen, Nils Magne & Fagerstrøm, Asle (2017)

Factors affecting attitudes and behavioral intentions towards in-app mobile advertisements

[Academic lecture]. Global Innovation and Knowledge Academy (GIKA) Conference.

Fagerstrøm, Asle (2017)

Eksperiment som metode

Næss, Hans Erik & Pettersen, Lene (red.). Metodebok for kreative fag

Fagerstrøm, Asle; Hantula, Donald A. & Sydnes, Lars (2016)

The Impact of Situational Conditions to Consumer Credit Use

[Academic lecture]. ABAI 42nd Annual Convention.

Foxall, Gordon R.; Fagerstrøm, Asle, Sigurdsson, Valdimar, Pawar, Sanchit & Gilmore, Jonathan (2016)

Relative Impact of Facial Expressions in a Peer-to-Peer Online Context

[Academic lecture]. ABAI 42nd Annual Convention.

Sigurdsson, Valdimar; Menon, Vishnu R.G., Herborg, Sørensen, Fagerstrøm, Asle & Foxall, Gordon R. (2016)

Identifying and Classifying Reinforcing Content in Social Media Marketing Using the Behavioral Perspective Model: A Case From the Aviation Industry

[Academic lecture]. ABAI 42nd Annual Convention.

Menon, Vishnu R.G.; Sigurdsson, Valdimar, Fagerstrøm, Asle, Larsen, Nils Magne & Foxall, Gordon R. (2016)

Influencing Consumer Observational Behavior in Social Media Marketing: A Focus on Pricing and Total Time Spent on Site

[Academic lecture]. ABAI 42nd Annual Convention.

Sigurdsson, Valdimar; Menon, Vishnu R.G., Larsen, Nils Magne, Fagerstrøm, Asle & Foxall, Gordon R. (2016)

Understanding consumers’ attention to pricing: A Facebook study using conjoint and eye-tracking experiments

[Academic lecture]. The European institute of retailing and services studies (EIRASS) conference.

Larsen, Nils Magne; Menon, Vishnu R.G., Sigurdsson, Valdimar & Fagerstrøm, Asle (2016)

Consumers' fixation pattern on the most important stimuli when shopping Apparels on social media platforms

[Academic lecture]. European Marketing Academy Conference (EMAC).

Menon, R.G. Vishnu; Sigurdsson, Valdimar, Fagerstrøm, Asle, Larsen, Nils Magne & Foxall, Gordon R. (2016)

Consumers’ Attention to Pricing in Social Commerce: An Explorative Study in the Context of Clothing Retailing Using Conjoint Analysis and Eye Tracking

[Academic lecture]. Global Innovation and Knowledge Academy Conference 2016 (GIKA).

Fagerstrøm, Asle & Ghinea, Gheorghita (2014)

An Experimental Study of the Impact of Online Reviews

[Academic lecture]. Association for Behavior Analysis International.

Fagerstrøm, Asle & Arntzen, Erik (2012)

On motivating operations at the point of an online purchase setting

[Academic lecture]. 6th Conference of the European Association for Behaviour Analysis.

Arntzen, Erik & Fagerstrøm, Asle (2011)

Matching Analysis of On-line Consumer Choice

[Academic lecture]. 6th International Conference of the Association for Behavior Analysis.

Abstract: The analysis of consumer behavior is concerned with the distribution of behavior among alternative sources of reinforcement. When several alternatives are available, one alternative may be chosen more frequently than others. We have employed two experiments with simulated online purchase situations. In both experiments, the participants were engaged in buying music albums online. They were given a virtually mp3 player and could buy music from two web shops, a green or a purple web shop, respectively. Different combinations of VI schedules were arranged for buying from two web shops. In Experiment 1, we employed different conditions with concurrent schedules (i.e., VI10/VI30, VI30/VI60, VI60/VI120). The results showed that 4 of 10 participants had more responses on the more dense than the sparse schedule component. Four of 10 participants did not show any preference among the schedule components, while two of 10 participants showed more preference for the sparse than the dense component. We wanted to replicate the results in another experiment, and the procedure in Experiment 2 was the same as in Experiment 1, except that we employed only one VI schedule component (VI15/VI30). The results in Experiment 2 showed that 3 of 5 participants responded more on the dense component than on sparse component of the concurrent schedule. Two of 5 showed the opposite response pattern.

Fagerstrøm, Asle & Foxall, G. R. (2011)

On the Motivating Impact of Corporate Social Responsibility at the Point of Online Purchase

[Academic lecture]. ABA International 2011.

Fagerstrøm, Asle; Arntzen, Erik & Foxall, G. R. (2010)

On-Line Consumer Behavior and the Matching Law: An Experimental Analysis

[Academic lecture]. the 36th Annual Convention of the Association for Behavior Analysis.

From a behavioral analytic point of view, the analysis of consumer choice is concerned with the explanation of the distribution of operant behavior among alternative sources of reinforcement. When several alternatives are available, one alternative will often be chosen more frequently than the others. This phenomenon, which originally was identified in laboratory experiments using nonhumans, is called the matching law. Based on observations of behavior, the present study examines the generality of the matching law with consumer behavior. To examine the generality of the matching law with humans, we will present a simulated online purchase situation with two VI schedules arranged for two web shops. The results indicate the transferability of matching analysis to this area of human economic choice. The implications of this work confirm the findings by Hantula and others that online consumer behavior can be analyzed experimentally in terms of matching and extend earlier research by employing MediaLab as a means of organizing experiments in consumer research.

Fagerstrøm, Asle; Arntzen, Erik & Foxall, G. R. (2010)

On the Role of Matching Law on Consumer Behavior

[Academic lecture]. 2nd CBAR International Symposium.

The research within service marketing focuses their research on customer?s satisfaction and loyalty. The current study seeks to understand and explain loyalty by studying consumer?s purchases and preferences. We arranged a simulated on-line purchase situation in two groups with 20 participants in each group. The participants had to purchase products (116 in all) from two different shops, which differ solely in colour (blue and orange). Free shipment was the presumed reinforced purchase behaviour. Two different schedule of reinforcement were arranged for choice among two web shops. For both groups, eight out of 20 participants showed preferences according to the experimenter-defined contingencies, the preference in six out of 20 participants was not under the control of the experimenter-contingencies, and the preference in the last six participants was under control of non-experimenter contingencies. In addition, time and number of switching within decrease as a function of number of trials for almost all participants. We will in the current study discuss the results and suggestions for further research are also given.

Fagerstrøm, Asle; Arntzen, Erik, Arntzen, Erik & Foxall, G. R. (2009)

On the role of matching law in comsumer behavior

[Academic lecture]. ABAI 2009 : The 5th International Conference of the Association for Behavior Analysis.

Fagerstrøm, Asle; Arntzen, Erik, Arntzen, Erik & Foxall, G. R. (2009)

The role of experiments in consumer behavior analysis

[Academic lecture]. ABAI 2009 : The 5th International Conference of the Association for Behavior Analysis.

Fagerstrøm, Asle & Foxall, G. R. (2005)

Implication of the term Motivating Operations for the functional analysis of consumer behavior

[Academic lecture]. The Association for Behavior Analysis - International Conference.

Fagerstrøm, Asle; Bygstad, Bendik & Østensen, Tore (2003)

Adoption of Systems Development Methods and Market Orientation : An Empirical Investigation in Norway

[Academic lecture]. NOKOBIT 2003 : den tiende norsk konferanse for organisasjoners bruk av IT.

Bygstad, Bendik; Fagerstrøm, Asle & Østensen, Tore (2002)

Vi bruker vår egen metode, og den fungerer utmerket : en undersøkelse av hvilke utviklingsmetoder som er i bruk i norske programvareutviklingsmiljøer

[Academic lecture]. NOKOBIT 2002 : Norsk konferanse for organisasjoners bruk av IT.

Academic Degrees
Year Academic Department Degree
2010 BI Norwegian Business School PhD
1993 University College of Southeast Norway MSc in Marketing
Work Experience
Year Employer Job Title
2018 - Present BI Norwegian Business School Adjunct professor
2017 - Present Kristiania University College Professor
2014 - 2017 Kristiania University College Associate professor
2011 - 2016 Oslo and Akershus University College of Applied Science Adjunct Associate Professor
2006 - 2014 The Norwegian School of Information Technology Associate professor