Poja Shams

Poja Shams is associate professor at Karlstads universitet Service Rasearch Center(CTF). His research has primarily been focused on consumer decision making and visual attention in the retail environment. His research has been awarded by the Gunnar Sundblad Research Foundation and published in several distinguished journals such as Journal of Business & Retail Management Research, Journal of Business Research and Psychology & Marketing.

Poja Shams main contribution within educational work has been to implement practical elements into courses to link theory and practice. In addition to teaching in consumer behavior and supervision of essays, Poja has developed a simulation course that has been one of the most important educational projects over the years and today the course is highly appreciated by the students. The vision is that the course will act as a bridge between theory and practical application theoretical knowledge. Through the years, Poja have tutored a number of students in essay writing. The aim in the advisory work has been to bring the students closer to scientific writing/thinking infused with relevant issues affecting the business community.

One central role has been to create and maintain collaborations with commercial partners in eye tracking and retailing. By creating partnerships between the university and the industry I have gained confidence from suppliers to share knowledge and resources. I act as the link between the university and industry partners to create research opportunities and external funding application.

Wästlund, E., Shams, P., & Otterbring, T. (2018). Unsold is unseen… or is it? Examining the role of peripheral vision in the consumer choice process using eye-tracking methodology. Appetite, 120, 49-56.

Huneke, T., Shams, P., & Gustafsson, A. (2015). Does service employees’ appearance affect the healthiness of food choice?. Psychology & Marketing, 32(1), 94-106.

Wästlund, E., Otterbring, T., Gustafsson, A., & Shams, P. (2015). Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field. Journal of Business Research, 68(1), 95-101.

Otterbring, T., Wästlund, E., Gustafsson, A., & Shams, P. (2014). Vision (im) possible? The effects of in-store signage on customers’ visual attention. Journal of Retailing and Consumer Services, 21(5), 676-684.