Contact
Links
Areas of expertise
Consumer culture
Biography
Jannica Nyman is a PhD researcher at the University of Turku, specializing in consumer behavior and well-being. With a background in marketing as the former director at Klarna, her research focuses on how financial resource scarcity, particularly during crises, influences consumers' pursuit of life goals and their adaptation strategies. Her work emphasizes the Nordic perspective on consumption and happiness.
Jannica is also a recognized media expert, commenting on topics related to responsible consumption and consumer behavior. She has contributed to discussions in outlets such as YLE Suomi Radio on online shopping sustainability, Taloussanomat on the rise of ultra-fast fashion online platforms, and YLE on Black Friday shopping behavior.
Research
Jannica's PhD thesis centers on exploring the connection between happiness and consumption within the context of mass media narratives and consumer culture ideologies. It investigates how technological advancements have influenced perceptions of happiness, consumer behavior and societal values. By employing Consumer Culture Theory (CCT), the thesis aims to dissect the intricate relationship between media-driven consumption ideologies and individual and societal notions of happiness, providing deep insights into contemporary consumer culture and its implications.
Jannica is also involved in the LASKU research project that investigates how consumers adapt to the decrease in consumption opportunities caused by crisis conditions and the declining standard of living. The project is led by docent, university teacher Samuel Piha and is funded by Liikesivistysrahasto (the Foundation for Economic Education) for 2024-2026.