Faculty Directory
Henrik Hagtvedt
Associate Professor
Henrik Hagtvedt
Contact
Fulton Hall 450D
Telephone: 617-552-4034
Email: henrik.hagtvedt@bc.edu
ORCID 0000-0002-2791-5660
Education
- Cand. Mag. (Art History), University of Oslo
- M.B.A., University of Georgia
- Ph.D., (Marketing) University of Georgia
Research Interests
Aesthetics; art marketing; luxury; product design; and sensory marketing.
Expertise
- Marketing Aesthetics
- Marketing Science
- Consumer Behavior and Pricing
Department
Profile
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 and an MSI Scholar in 2023. He currently serves on the editorial review boards of Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research 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.
Selected Publications
- Hagtvedt, Henrik (2023), “Aesthetics in Marketing,” Foundations and Trends in Marketing, forthcoming.
- Gupta, Mansi, Gopal Das, Felix Septianto, and Henrik Hagtvedt (2023), “The Impact of Scarcity Cues on Purchase Likelihood of Art-Infused Products,” Journal of the Academy of Marketing Science, forthcoming.
- Hagtvedt, Henrik (2022), “A Brand (New) Experience: Art, Aesthetics, and Sensory Effects” editorial, Journal of the Academy of Marketing Science, 50 (3), 425-428.
- Hagtvedt, Henrik and Kathleen D. Vohs (2022), “Viewing Challenging Art Lends Meaning to Life by Stimulating Integrative Complexity” The Journal of Positive Psychology, 17 (6), 876-887.
- Gupta, Tanvi and Henrik Hagtvedt (2021), “Safe Together, Vulnerable Apart: How Interstitial Space in Text Logos Impacts Brand Attitudes in Tight versus Loose Cultures,” Journal of Consumer Research, 48 (3), 474-491.
- Sample, Kevin L., Henrik Hagtvedt, and S. Adam Brasel (2020), “Components of Visual Perception in Marketing Contexts: A Conceptual Framework and Review,” Journal of the Academy of Marketing Science, 48 (3), 405-421.
- Hagtvedt, Henrik (2020), “Dark Is Durable, Light Is User-Friendly: The Impact of Color Lightness on Two Product Attribute Judgments,” Psychology & Marketing [special issue on “Color and other Sensory Elements”], 37 (7), 864-875.
- Hagtvedt, Henrik (2019), “Shared Aesthetics: A Commentary on Collaborative Art,” invited article, Journal of the Association for Consumer Research, 4 (4), 336.
- 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, 36 (1), 83-99.
- 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," Behavioral and Brain Sciences, 40, 30-31.
- 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.
Selected Appointments and Awards
- Journal of Consumer Research Editorial Review Board, 2015 - present
- Journal of Marketing Editorial Review Board, 2019 - present
- Journal of Marketing Research Editorial Review Board, 2023 - present
- Journal of Consumer Psychology Editorial Review Board, 2017 - present
- Journal of the Academy of Marketing Science Area Editor, 2020 - present
- Journal of Retailing Area Editor, 2020 - present; Editorial Review Board 2018 - 2020