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Poja Shams

Lecturer in Business Administration

Publications

Neurophysiological frontiers in service research - Unraveling the mysteries of customer experience
Poja Shams, N. Verhulst - 2025
Emotional arousal in customer experience - A dynamic view
Delphine Caruelle, Poja Shams, Anders Gustafsson, Line Lervik-Olsen - 2024
B2B service innovation: How business customers perceive firm innovativeness?
Javaneh Mehran, Per Kristensson, Poja Shams - 2023
Affective Computing in Marketing - Practical Implications and Research Opportunities Afforded by Emotionally Intelligent Machines
Delphine Caruelle, Poja Shams, Anders Gustafsson, Line Lervik-Olsen - 2022
Does delivery service differentiation matter? - Comparing rural to urban e-consumer satisfaction and retention
Yulia Vakulenko, Jasenko Arsenovic, Daniel Hellstrom, Poja Shams - 2022
Cereal Deal - How the Physical Appearance of Others Affects Attention to Healthy Foods
Tobias Otterbring, Kerstin Gidlof, Kristian Rolschau, Poja Shams - 2020
Gamified in-store mobile marketing - The mixed effect of gamified point-of-purchase advertising
Johan Högberg, Poja Shams, Erik Wästlund - 2019
Mirror, mirror, on the menu - Visual reminders of overweight stimulate healthier meal choices
Tobias Otterbring, Poja Shams - 2019
Online retail experience and customer satisfaction - the mediating role of last mile delivery
Yulia Vakulenko, Poja Shams, Daniel Hellstrom, Klas Hjort - 2019
Service innovation in e-commerce last mile delivery - Mapping the e-customer journey
Yulia Vakulenko, Poja Shams, Daniel Hellström, Klas Hjort - 2019
Spotlighting Customers' Visual Attention at the Stock, Shelf and Store Levels with the 3S Model
Tobias Otterbring, Erik Wästlund, Poja Shams - 2019
The use of electrodermal activity (EDA) measurement to understand consumer emotions - A literature review and a call for action
Delphine Caruelle, Anders Gustafsson, Poja Shams, Line Lervik-Olsen - 2019
Unveiling the Hidden Aspects of Service Innovation - Using Eye Tracking to Understand and Enhance Customer Experience
Erik Wästlund, Poja Shams, Tobias Otterbring, Matos Ricardo - 2019
Unsold is unseen … or is it? - Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology
Erik Wästlund, Poja Shams, Tobias Otterbring - 2018
Does Service Employees' Appearance Affect the Healthiness of Food Choice?
Tabea Huneke, Sabine Benoit (nee Moeller), Poja Shams, Anders Gustafsson - 2015
Peripheral vision and the consumer choice process
Erik Wästlund, Poja Shams, Tobias Otterbring - 2015
Eye-tracking Customers’ In-store Search Behavior - The Effect of Store Familiarityon Visual Attention at Different Stages of the Search Process
Tobias Otterbring, Erik Wästlund, Poja Shams, Anders Gustafsson - 2014
Heuristics and resource depletion - eye-tracking customers’ in situ gaze behavior in the field
Erik Wästlund, Tobias Otterbring, Anders Gustafsson, Poja Shams - 2014
Vision (im) possible? The effects of in-store signage on customers’ visual attention
Tobias Otterbring, Erik Wästlund, Anders Gustafsson, Poja Shams - 2014
A walk on the wild side - Investigating attention during the consumer choice process in a real supermarket setting
Erik Wästlund, Lars Witell, Martin Löfgren, Poja Shams, Tobias Otterbring - 2013
Consumer choice processes and consideration sets
Erik Wästlund, Lars Witell, Martin Löfgren, Poja Shams, Tobias Otterbring - 2013
Left isn’t always right - Placement of pictorial and textual package elements
Tobias Otterbring, Poja Shams, Erik Wästlund, Anders Gustafsson - 2013
What Does it Take to Get your Attention? - The influence of In-Store and Out-of-Store Factors on Visual Attention and Decision Making for Fast-moving Consumer Goods
Poja Shams - 2013
Familiarity and preference formation during the choice process
Poja Shams, Erik Wästlund, Anders Gustafsson - 2012
Revisiting Russo and Leclerc
Poja Shams, Erik Wästlund, Lars Witell - 2012
Vision (im)possible - The effects of in-store signage on customers’ visual attention
Tobias Otterbring, Erik Wästlund, Anders Gustafsson, Poja Shams - 2012
Packaging placement and design as extrinsic cues - A visual perception study on non-durables consumer goods
Poja Shams, Erik Wästlund, Martin Löfgren - 2011
Consumer Perception at Point of Purchase - Evaluating Proposed Package Designs in an Eye-tracking Lab
Erik Wästlund, Poja Shams, Martin Löfgren, Lars Witell, Anders Gustafsson - 2010
Consumer perception at the point-of-purchase
Erik Wästlund, Poja Shams, Martin Löfgren, Lars Witell, Anders Gustafsson - 2008
Consumer perception at the Point-of-Purchase - Evaluating proposed package designs in the eye-tracking lab
Erik Wästlund, Poja Shams, Martin Löfgren, Anders Gustafsson, Lars Witell - 2008
Familiar Packaging in a Crowded Shelf - The influence of Product Recognition and Visual Attention on Preference Formation
Poja Shams -
The verticality heuristic - Why top shelf is not always top notch in product placement
Poja Shams, Erik Wästlund, Anders Gustafsson -
Using Heuristics to Revisit Consumer Choice Processes through the Eyes of the Consumer
Poja Shams, Erik Wästlund, Lars Witell -

Contact info

054-700 21 48
poja.shams@kau.se

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