Henrik Hagtvedt’s primary research interests are in aesthetics and visual/sensory marketing (including topics such as digital displays, visual art, product- and promotional design, and luxury branding). He relies mainly on empirical quantitative methods, including experiments, field studies, and database analyses. 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, Personality and Social Psychology Bulletin, and The Journal of Positive Psychology, among other outlets. He has received multiple research awards, as well as outstanding AE and outstanding reviewer awards, and was recognized as an MSI Young Scholar in 2015. He currently serves on the editorial review boards of Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology, and is an area editor at Journal of the Academy of Marketing Science 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.
Prior to his current career, 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.
When teaching, Professor Hagtvedt draws on this expertise as well as business experience from diverse industries. Having lived in seven countries on four continents, and having traveled extensively in dozens of countries around the world, he also brings an international perspective to the classroom.