Henrik Hagtvedt’s primary research interests are in aesthetics and visual marketing (including topics such as digital displays, visual art, product- and promotional design, and luxury branding). 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, Journal of Retailing, NeuroImage, and Personality and Social Psychology Bulletin, among other outlets. He has received multiple research awards, was recognized as an MSI Young Scholar in 2015, and serves on the editorial review boards of Journal of Consumer Research, Journal of Consumer Psychology, and Journal of Retailing. His research has been featured in TIME, Forbes, The Wall Street Journal, New York Times, Businessweek, The Boston Globe, Boston Herald, U.S. News & World Report, Los Angeles Times, ABC News, NPR, and dozens of other major news outlets around the world.
Professor Hagtvedt currently teaches Consumer Behavior at the M.B.A. and undergraduate levels. Having lived in seven countries on four continents, and having traveled extensively in dozens of countries around the world, he 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. 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.
Grinstein, Amir, Henrik Hagtvedt, and Ann Kronrod (2019), “Aesthetically (Dis)Pleasing Visuals: A Dual Pathway to Empathy and Prosocial Behavior,” International Journal of Research in Marketing, forthcoming.
Hagtvedt, Henrik and S. Adam Brasel (2017), “Color Saturation Increases Perceived Product Size,” Journal of Consumer Research, 44 (2), 396-413.
Hagtvedt, Henrik and Kathleen D. Vohs (2017) "Art Enhances Meaning by Stimulating Integrative Complexity and Aesthetic Interest," [commentary] Behavioral and Brain Sciences, 40, e364.
Patrick, Vanessa M., Yashar Atefi, and Henrik Hagtvedt (2017), “The Allure of the Hidden: The Act of Unveiling Confers Value,” International Journal of Research in Marketing, 34 (2), 430-441.
Hagtvedt, Henrik and S. Adam Brasel (2016), “Cross-Modal Communication: Sound Frequency Influences Consumer Responses to Color Lightness,” Journal of Marketing Research, 53 (4), 551-62.
Hagtvedt, Henrik and Vanessa M. Patrick (2016) “Gilt and Guilt: Should Luxury and Charity Partner at the Point of Sale?” Journal of Retailing, 92 (1), 56-64.
Brasel, S. Adam and Henrik Hagtvedt (2016), “Living Brands: Consumer Responses to Animated Brand Logos,” Journal of the Academy of Marketing Science, 44 (5), 639-53.
Das, Gopal and Henrik Hagtvedt (2016), “Consumer Responses to Combined Arousal-Inducing Stimuli,” International Journal of Research in Marketing, 33 (1), 213-5.
Hagtvedt, Henrik (2015), “Promotional Phrases as Questions versus Statements: An Influence of Phrase Style on Product Evaluation,”Journal of Consumer Psychology, 25 (4), 635-41.
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.