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Tor­sten Ring­berg

Professor

Subjects
Consumer behaviour B2B B2C

Primary research areas

Embodied cognition

Ringberg demonstrates how actual physical sensations as well as imagined bodily movements, such as upward or downward motions, can influence psychological states like self-worth, motivation, and consumer choices across service and tourist activities.

Frame switching & mental models

Ringberg’s work explores how bicultural individuals engage in frame switching, activating distinct mental models based on cultural cues like language. These models shape identity and behaviour and affect subconscious consumer preferences.

Managers' strategic mindset and how it affects their market approach and use of digital technologies

Ringberg’s research illustrates how managers’ different strategic mindsets shape how they engage with markets and the customer journey, as well as how they deploy digital technologies (Big Data, AI). It also illustrates how organisations do not necessarily need to rely on new technologies to create customer value or drive transformation.

Knowledge and sensemaking transfer in organisations

Ringberg and Reihlen propose a socio-cognitive model of knowledge transfer, arguing that meaning is shaped by individuals’ cognitive and cultural frameworks. Knowledge isn’t simply transmitted – it’s interpreted through personal and social lenses, making transfer inherently tentative and context-dependent.

My research helps businesses connect with consumers in more meaningful ways

1. Strategic Leadership in the Digital Age 

Ringberg’s research shows that technology alone doesn’t drive innovation – leaders must evolve their strategic mindsets and avoid categorical thinking and outdated assumptions, thereby ensuring the optimal use of data and new technologies to improve customer engagement, radical innovations, and competitive advantage. 

2. Advancing Understanding of Mental Models 

Ringberg has advanced the study of mental models among both consumers and managers by revealing how they shape behaviour and decision-making. His research spans from consumer service recovery preferences to managers’ strategic choices. He also shows how bilingual-bicultural individuals shift identity and values depending on language use. 

3. Embodied Cognition 

Ringberg’s work on embodied cognition highlights the role of sensory experiences in shaping thoughts and preferences. His research explores its impact on creative decision-making, tourism, and identity formation, contributing to a deeper understanding of how people engage with brands, social media, and information processing. 

4. Bridging Theory and Practice for Innovation 

Ringberg connects academic research with real-world business challenges. His work fosters innovation and strategic thinking, especially in SMEs navigating digital transformation and big data. By translating complex insights into actionable strategies, he helps organisations adapt and thrive in a rapidly evolving technological landscape. 

Recent research projects

Mindset and technologies used to predict tourist behaviour and preferences.

The paradox of using unnatural means to attain natural beauty.

Patient involvement in medical decision-making