Valdimar Sigurðsson, Professor

School:School of Social Sciences / Department of Business Administration 

Curriculum Vitae

Valdimar Sigurdsson, CV


2008: PhD in Marketing with speciality in Consumer Psychology, Cardiff Business School, Cardiff University, Wales, UK.
-Primary supervisor: Gordon Foxall, Distinguished Research Professor.
- External examiner: Stephen Lea, Head of School of Psychology, Exeter.
2005: M.Sc. in Business Administration (Marketing and International business). University of Iceland. (Marketing)/Aarhus School of Business (Marketing)/Aarhus University (Economics), Iceland and Denmark.
2003: B.A. in Psychology. (4 years degree in Psychology and Business Administration), University of Iceland, Iceland.


After PhD
2009-: Director of Research. School of Business. Reykjavik University.
2009-: Principal Research Fellow. School of Business. Reykjavik University.
2009: Research Fellow. School of Business. Reykjavik University.
2008-: Head of Marketing Group. School of Business. Reykjavik University.
2008- The Nova Chair of Sales and Marketing. School of Business. Reykjavik University.
2008: Assistant Professor, School of Business. Reykjavik University.
2007: Adjunct Professor, School of Business. Reykjavik University.

RU teaching record

2021-1V-722-MAR3Marketing Management
2020-3V-738-ADDMAdvanced and digital marketing
2020-3V-105-MAR1Marketing Management I
2020-3V-523-MACOConsumer Behavior and Marketing Communication
2020-3C-SÍM-PMDSProgramme for Management Development
2020-3V-552-STAFDigital Marketing
2020-2V-655-MDTTMarketing During Turbulent Times
2020-1V-741-BRANBranding and Strategic Marketing
2020-1V-746-REMEBusiness Research Methodology
2020-1V-649-STMPStrategic Marketing Planning
2020-1V-722-MAR3Marketing Management
2019-3V-738-ADDMAdvanced and digital marketing
2019-3V-105-MAR1Marketing Management I
2019-3V-105-MAR1Marketing Management I
2019-3V-523-MACOConsumer Behavior and Marketing Communication
2019-3C-SÍM-PMDSProgramme for Management Development
2019-3V-552-STAFDigital Marketing
2019-1V-741-BRANBranding and Strategic Marketing
2019-1E-504-BSC1BSc Thesis I
2019-1V-649-STMPStrategic Marketing Planning
2019-1V-722-MAR3Marketing Management
2018-3C-SÍM-PMDSProgramme for Management Development
2018-3V-552-STAFDigital Marketing
2018-1V-741-BRANBranding and Strategic Marketing
2018-1V-649-STMPStrategic Marketing Planning
2018-1V-722-MAR3Marketing Management

Teaching outside RU

2009: Consumer Behaviour, Advanced Marketing. University College Harstad, Norway.
2008: Consumer Behaviour, Advanced Marketing. University College Harstad, Norway.
2005: Marketing research 1 (B.Sc.) University of Iceland; Marketing research 2 (B.Sc.) University of Iceland; Research in marketing (M.Sc.). University of Iceland.
Supervision and Examination
2008: External Examiner, M.Sc. thesis in Marketing, University of Iceland. Pointed External Examiner from 2008 – 2011, University of Iceland – Department of Business.
2007: Primary Supervision, M.Sc. thesis in Marketing, University of Iceland


In-store Experiments; especially repeated measures designs and other behavioural research tactics.
The effects of price, placements, and in-store advertisements on relative sales and brand substitutability (matching).
Behaviour analytical and behavioural economic analyses in consumer psychology and marketing.
The use of behaviour analysis in consumer research and marketing in general.

Honours and grants

2009-2011: Post-Doctoral Grant. Rannís – The Icelandic Centre for Research.
2008: Proposal Grant (with Marel, Matís, UI-Unit for Nutrition Research, Landspitali University Hospital, and Innovation Centre Iceland). Centres of Excellence and Research Clusters – Research Program. The Science and Technology Policy Council (STPS).
2006-2007: The Icelandic Research Fund for Graduate Students. Rannís – The Icelandic Centre for Research.
2006: Cardiff Business School

Subject field

Consumer behaviour analysis; Consumer psychology 
Experimental marketing, in-store experiments
Consumer behaviour & market research
Marketing mix & and the substitutability of brands
Behavioural economics & economic psychology

Business relations

2007: Cooperation with Hugi Sævarsson (Birtingahúsið).
2005-2006: Cooperation with Hugi Sævarsson the marketing manager of Icelandic-American, and Hagar (Extensive experimentation on situational effects on consumers’ brand buying).


Fagerstrøm, A., Eriksson, N., & Sigurdsson, V. (in press). Investigating the impact of IoT Mediated Stimuli in a Retail Grocery Choice Situation. Journal of Retailing and Consumer Services.

Haddara, M., Hsieh, J., Fagerstrøm, A., Eriksson, N., & Sigurdsson, V. (2019). Exploring customer online reviews for new product development: The case of cosmetics. Managerial and Decision Economics.

Larsen, N. M., & Sigurdsson, V. (2019). What affects shopper’s choices of carrying devices in grocery retailing and what difference does it make? A literature review and conceptual model. International Review of Retail, Distribution & Consumer Research, 1-33.

Menon, V., Sigurdsson, V., Fagerstrøm, A., Larsen, N. M., Sørensen. H., Marteinsdottir, H. G., & Foxall, G. (2019). How to Grow Brand Post Engagement on Facebook and Twitter for Airlines? An Empirical Investigation of Design and Content Factors. Journal of Air Transport Management.

Bendheim, L. M., Fagerstrøm, A., Sigurdsson, V., & Foxall, G. (2019). The Marketing Firm and the Co-creation of value: The Case of LEGOÔ. Managerial and Decision Economics.

Alemu, M. H., Sigurdsson, V., Fagerstrøm, A., Foxall, G. (2019). E-commerce for the fishery industry: What business are we really in? Managerial and Decision Economics.

Pawar, S., Fagerstrøm, A., Dimunde, I. A., Sigurdsson, V., & Eriksson, N. (2019). Examining the Relative Impact of Professional Profile Images and Facial Expressions in Small Business-to-Business Marketing Online. Interacting with Computers, 31 (1), 83-94.

Fagerstrøm, A., Bendheim, L. M., Sigurdsson, V., Pawar, S, & Foxall, G. (2019). Customer’s co-creation behavior with the marketing firm. Managerial and Decision Economics.

Larsen, N. M., Sigurdsson, V., Breivik, J., Fagerstrøm, A., Foxall, G. (2019). The marketing firm: Retailer and consumer contingencies. Managerial and Decision Economics.

Sigurdsson, V., Larsen, N. M., Sigfusdottir, A. D., Fagerstrøm, A., Hussen, M. H., Folwarczny, M. K., & Foxall, G. (2019). The relationship between the firm´s social media strategy and the consumers´ engagement behavior in aviation. Managerial and Decision Economics.

Fagerstrøm, A., Pawar, S., Arar, M., & Sigurdsson, V. (2018). On the relative impact of male and female sellers’ profile image and its facial expressions upon peer users’ behavior on AirbnbTM. Procedia computer science, 138, 454-461.

Sigurdsson, V., Menon, R. G. V., Hallgrimsson, A., Larsen, N., & Fagerstrøm, A. (2018). Factors affecting attitudes and behavioral intentions towards in-app mobile advertisements: A cross-cultural comparison. Journal of Promotion Management, 24 (5), 694-714

Fagerstrøm, A., Pawar, S., Sigurdsson, V., Foxall, G. R., & Yani-de-Soriano, M. (2017). That personal profile image might jeopardize your rental opportunity! On the relative impact of the seller´s facial expressions upon buying behavior on Airbnb™. Computers in Human Behavior, 72, 123-131.

Larsen, N. M., Sigurdsson, V., & Breivik, J. (2017). The Use of Observational Technology to Study In-Store Behavior: Consumer Choice, Video Surveillance, and Retail Analytics. The Behavior Analyst, 1-29.

Fagerstrøm, A., Eriksson, N., & Sigurdsson, V. (2017). What’s the “Thing” in Internet of Things in Grocery Shopping? A Customer Approach. Procedia Computer Science, 121, 384-388.

Sigurdsson, V., Menon, R.G.V., & Fagerstrøm, A. (2017). Online Healthy Food Experiments: Capturing Complexity by Using Choice-Based Conjoint Analysis. The Behavior Analyst, 1-19.

Menon, V., Sigurdsson, V, Larsen, N. M., Fagerstrøm, A., & Foxall, G. (2016). Consumer attention to price in social commerce: Eye tracking patterns in retail clothing. Journal of Business Research, 69, 5008-5013.

Menon, V., & Sigurdsson, V. (2015). Conjoint Analysis for Social Media Marketing Experimentation: Utility Estimates and Preference Ranking. Managerial and Decision Economics, 37, 345-359.

Sigurdsson, V., Hinriksson, H., Menon, V., Foxall, G. (2015). Operant Behavioural Economics for E-mail Marketing: An experimental Analysis of Database Segmentation. Managerial and Decision Economics, 37, 337-344.

Sigurdsson, V., Larsen, N. M., & Gunnarsson, D. (2014). Healthy food marketing: An in-store experimental analysis. Journal of Applied Behavior Analysis, 47, 151-154.

Sigurdsson, V. (2013). Commentary on consumer behavior analysis and ascription of intentionality to the explanation of consumer choice. Marketing Theory, 13, 133-135.

Foxall, G. R., & Sigurdsson, V. (2013). Consumer behaviour analysis: Behavioural economics meets the market place. The Psychological Record, 63, 231-237.

Sigurdsson, V., Menon, V., Sigurdarson, J. P., Kristjansson, J. S., Foxall, G. R. (2013). A test of the behavioral perspective model in the context of an e-mail marketing experiment. The Psychological Record, 63, 295-308.

Sigurdsson, V., Khamseh, S., Larsen, N. M., Gunnarsson, D., & Foxall, G (2013). An econometric examination of the Behavioral Perspective Model in the context of Norwegian retailing. The Psychological Record, 63, 277-294.

Foxall, G.R., & Sigurdsson, V. (2013). When loss rewards: The near-miss effect in slot machine gambling, Analysis of Gambling Behavior, 6, 5-22.

Foxall, G. R., & Sigurdsson, V. (2011). Drug use as consumer behavior. Behavioral and Brain Sciences, 35, 313-314.

Sigurdsson, V., Larsen, N. M., & Gunnarsson, D. (2011). An in-store experimental analysis of consumers’ selection of fruits and vegetables. The Service Industries Journal, 31, 2587-2602

Sigurdsson, V., Larsen, N. M., & Gunnarsson, D. (2011).  The behavioural economics of neutral and upward sloping demand curves in retailing. The Service Industries Journal, 31, 2543-2558.

Curry, B., Foxall, G., & Sigurdsson, V. (2010). On the tautology of the matching law in consumer behavior analysis. Behavioural Processes, 84, 390-399.

Sigurdsson, V., Engilbertsson, H., & Foxall, G. (2010). The effects of a point-of-purchase display on relative sales: An in-store experimental evaluation. Journal of Organizational Behavior Management, 30, 222-233.

Sigurdsson, V., Foxall, G., & Saevarsson, H. (2010). In-store experimental approach to pricing and consumer behavior. Journal of Organizational Behavior Management, 30, 234-246.

Sigurdsson, V., Sævarsson, H., & Foxall, G. (2009) Brand-placement and consumer choice: An in-store experiment. Journal of Applied Behavior Analysis, 42, 741-744.

Foxall, G.R., Oliveira-Castro, J. M., Yani-de-Soriano, M., James, V., & Sigurdsson, V. (2006). Consumer behavior analysis and social marketing: The case of environmental conservation. Behavior and Social Issues, 15,101-124.

Other websites

Consumer Behaviour Analysis Research Group (CBAR)