Valdimar Sigurdsson

Valdimar Sigurdsson is a Professor at Reykjavík University, where he serves as the Head of Marketing at the School of Business and the director for the Centre for Marketing and Consumer Psychology. With 127 publications and over 133,000 reads on ResearchGate, he has established himself as a leading researcher in consumer behavior and marketing.

Dr. Sigurdsson earned his PhD from Cardiff University. His academic journey has positioned him as a prominent scholar with expertise spanning multiple disciplinary domains including consumer psychology, digital marketing, sustainability, retailing, and health-related consumption behaviors.

Professor Sigurdsson's research focuses on consumer behaviour analysis, retailing, digital marketing, health, sustainability and tourism. His work frequently employs cutting-edge methodologies such as eye-tracking, neuro-Information Systems (NeuroIS), and behavioral experiments to understand consumer decision-making processes. His research has significant practical implications for sustainable consumption, digital marketing strategies, and consumer psychology. The Behavior & Technology Lab, which he leads, serves as a hub for innovative research at the intersection of human behavior and technological interfaces.

Analysis of his extensive publication record reveals a strong emphasis on sustainability signaling, consumer responses to eco-labels, digital marketing in the metaverse, and the psychological mechanisms behind consumer choices related to health and sustainability. His work increasingly incorporates cross-cultural perspectives, with studies spanning 65 nations and 40 languages, demonstrating methodological rigor through collaborative replication projects and large-scale measurement validation studies.

Professor Sigurdsson has built a robust research program through extensive collaboration with scholars across the globe, resulting in numerous high-impact publications in top marketing and psychology journals. His research has been cited over 2,300 times, demonstrating significant influence in his field and practical relevance for businesses seeking to understand consumer behavior in digital and sustainable contexts.

As director of the Centre for Marketing and Consumer Psychology and leader of The Behavior & Technology Lab, Professor Sigurdsson oversees a dynamic research environment that bridges theoretical marketing concepts with practical applications in the digital age. His lab focuses on understanding how technology shapes consumer behavior and how businesses can leverage these insights for more effective marketing strategies, particularly in the realms of sustainability and health-conscious consumption.