Speaker, Author & Researcher at Stockholm School of Economics


My lectures

Erik is an experienced and popular speaker at conferences, corporate events, universities and colleges. In a straightforward and entertaining way Erik teaches how people make decisions, what motivates them and how communication can influence them.

More about my lectures


My latest book

Kontroll – Effektiv kommunikation och kampen om våra tankar (March 2015) explains the elements of effective marketing communication. The English edition is coming soon.

More about this book

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Erik Modig

Erik Modig is a researcher at the Center for Consumer Marketing at Stockholm School of Economics. He is the author of the Swedish books Kontroll – Effektiv kommunikation och kampen om våra tankar, Värdet av Konst and Understanding Advertising Creativity (doctoral dissertation, in English). English editions of Kontroll and Värdet av Konst are coming soon. His research focuses on advertising and how the consumer psychology of communication, branding and creativity affect business growth. He also conducts research in various other fields connected to consumer psychology such as pricing, category management and the inclusion of fine art in commercial settings. His research is amongst others published in Journal of Advertising, International Journal of Advertising, Journal of Product & Brand Management and Advances in Consumer Research. Erik has years of experience in teaching advertising strategy within both the academic field and the corporate world. He is a popular teacher and demanded speaker at organizations and conferences, where he holds lectures within his field of research.

Erik is also an established artist and has had several solo and group exhibitions. Between 2007 and 2012 he ran the artist driven gallery Art Concept Store in Stockholm.

News & media

Erik Modig goes on tour

Erik goes on tour together with Marknadschefskongressen 2017! Altogether 15 speakers and 25 partner companies will come to your city. Save one of the dates: Stockholm 13th November, Malmö 15th November or Gothenburg 17th November From Erik you can expect a thorough...

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Lecturing at Mynewsday

On October 25th, Mynewsdesk hosts Mynewsday 2017 in Stockholm, where I will be one of the speakers. For the seventh consecutive year, Mynewsdesk organizes one of this year’s events for communicators – Mynewsday. Mynewsdesk takes you on a journey of...

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Join me at Webdagene 2017!

Join me at Webdagene 18th & 19th October 2017 where I will talk about mobile marketing! In my lecture 19th October “How to communicate to the whole brain” I will talk about why we should change the way we think about video on the mobile phone, whether...

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Open lectures

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Mobile Marketing Diploma Course

How do you increase the effect of mobile marketing in your organization? Erik has launched a new tailored workshop within the area of mobile marketing together with Edlegio and the business newspaper Dagens Media. The course content is based on the latest...
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OMD Göteborg Brainfood

On the 28th of September I will lecture in Gothenburg during OMD Göteborg’s Brainfood. I will talk about my brand new book Bang For The Buck and each participant will receive her/his own copy. Here is a glimpse of what you can expect: “Many argue that the...
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Erik Modig’s lecture was absolutely fantastic. Both the content and his performance.


Recommend everyone to listen to Erik! Fascinating to take part of Erik’s work and
experience and also get it summarized in a book. What a tremendous value!

This was one of the best presentations I’ve been to! Great credibility in this area!




Bang For The Buck

Visit http://bangforthebuck.com (in Swedish) and learn more about Erik’s most recent book.

Finally a readable book about a difficult subject – how to reach out to others in one’s communication. Thank you for this important book!

A must-read for those who have realized
that it is difficult to reach out with their communication. It provides many practical insights and suggestions.

The Influence Matrix

When I became a doctor in creative advertising, I first got the opportunity to lecture for the advertising industry, then the PR industry, then for branding agencies, then for different sales departments. It went well, ok, worse and eventually even worse. We simply spoke too different languages.

The challenge was primarily that people from different industries and departments had different views on which measures should be affected. Everyone realized that the measures were connected, but few managed to understand how different types of measures affected each other.

The second challenge was that people had different views on people’s motivations. Some saw people as primarily rational and others saw them as primarily emotional, they had different views on how the purchase cycle looks like etc. Every industry used their own words. I even became aware that different departments within the same company had too different models and lacked understanding of the others’ perspective. The same was true between agencies.

Around that time the naive thought that led to this book was awakened. I simply wanted to find unified words and measures for all different types of influence. I therefore started creating a model that offers both scientific truth and practical relevance. For communication, marketing and sales as well as for agencies: The Influence Matrix.

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