Henrik Hagtvedt, Ph.D.
associate professor - marketing department
Dr. Hagtvedt’s primary research interests are in experiential consumer behavior, including art, aesthetics, and luxury. His research has appeared in Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, NeuroImage, and Personality and Social Psychology Bulletin, among other outlets. He has received multiple research awards and was recognized as an MSI Young Scholar. In connection with his research, he has also been interviewed by news outlets ranging from BusinessWeek to TIME.
Teaching interests include Consumer Behavior, Luxury Marketing, Brand Management, and International Marketing. Having lived in seven countries on four continents, and having traveled extensively in dozens of countries around the world, Professor Hagtvedt brings an international perspective to the classroom.
Prior to his doctoral studies, he studied painting at the Academy of Fine Arts in Florence, Italy, and he worked full time as an artist and exhibited internationally for several years. During these years, he had more than 25 major exhibitions in Europe and Asia. Additionally, he completed a Cand. Mag. degree in art history at the University of Oslo, Norway, before completing an MBA (Marketing) and PhD in Business Administration (Marketing) at the University of Georgia. The initial art-related experiences sparked his interest in marketing and consumer behavior, and today this background still informs his research and areas of expertise.
Selected recent publications:
Brasel, S. Adam and Henrik Hagtvedt (2015), “Living Brands: Consumer Responses to Animated Brand Logos,” Journal of the Academy of Marketing Science, forthcoming.
Hagtvedt, Henrik (2015), “Promotional Phrases as Questions versus Statements: An Influence of Phrase Style on Product Evaluation,”Journal of Consumer Psychology, forthcoming.
Hagtvedt, Henrik and Vanessa M. Patrick (2014), “Consumer Response to Overstyling: Balancing Aesthetics and Functionality in Product Design,” Psychology & Marketing, 31 (7), 518-25.
Patrick, Vanessa M. and Henrik Hagtvedt (2012), “How to Say 'No': Conviction and Identity Attributions in Persuasive Refusal,” International Journal of Research in Marketing, 29 (4), 390-4.
Patrick, Vanessa M. and Henrik Hagtvedt (2012), “'I Don’t' versus 'I Can’t': When Empowered Refusal Motivates Goal-Directed Behavior,” Journal of Consumer Research, 39 (August), 371-81.
Hagtvedt, Henrik and Vanessa M. Patrick (2011), “Turning Art into Mere Illustration: Concretizing Art Renders Its Influence Context Dependent,” Personality and Social Psychology Bulletin, 37 (12), 1624-32.
Hagtvedt, Henrik (2011), “The Impact of Incomplete Typeface Logos on Perceptions of the Firm,” Journal of Marketing, 75 (4), 86-93.
Patrick, Vanessa M. and Henrik Hagtvedt (2011), “Aesthetic Incongruity Resolution,” Journal of Marketing Research, 48 (April), 393-402.
Lacey, Simon, Henrik Hagtvedt, Vanessa Patrick, Amy Anderson, Randall Stilla, Gopikrishna Deshpande, Xiaoping Hu, João R. Sato, Srinivas Reddy, and Krish Sathian (2011), “Art for Reward’s Sake: Visual Art Recruits the Ventral Striatum,” NeuroImage, 55 (1), 420-433.
Hagtvedt, Henrik and Vanessa M. Patrick (2009), “The Broad Embrace of Luxury: Hedonic Potential as a Driver of Brand Extendibility,” Journal of Consumer Psychology, 19 (4), 608-618.
Patrick, Vanessa M., Matthew Lancellotti, and Henrik Hagtvedt (2009), “Getting a Second Chance: The Influence of Inaction Regret on Future Purchase Opportunities,” Journal of the Academy of Marketing Science, 37 (2), 181-190.
Hagtvedt, Henrik and Vanessa M. Patrick (2008), “Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products,” Journal of Marketing Research, 45 (June), 379-89.
Hagtvedt, Henrik and Vanessa M. Patrick (2008), “Art and the Brand: The Role of Visual Art in Enhancing Brand Extendibility,” Journal of Consumer Psychology, 18 (July), 212-22.
Hagtvedt, Henrik, Reidar Hagtvedt, and Vanessa M. Patrick (2008), “The Perception and Evaluation of Visual Art,” Empirical Studies of the Arts, 26 (2), 197-218.
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