Deild:  


Valdimar Sigurðsson, Professor, business

School:School of Business 
Phone:5996356 
Email:valdimarsru.is 
valdimarsru.is 
Website:http://www.ru.is/starfsfolk/valdimars

Curriculum Vitae

Valdimar Sigurdsson, CV


Education

 
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.

Career

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

2019-3V-523-MACOConsumer Behavior and Marketing Communication
2019-3V-552-STAFDigital Marketing
2019-1V-741-BRANBranding and Strategic Marketing
2019-1C-FAG-FSS
2019-1V-649-STMPStrategic Marketing Planning
2019-1C-FAG-MSSF
2019-1C-FAG-MSSU
2019-1V-722-MAR3Marketing Management
2019-1C-FAG-MYND
2019-1C-FAG-STSM
2019-1C-FAG-VIGR
2018-3V-699-RITGBSc-Thesis
2018-3C-FAG-MATO
2018-3C-SÍM-PMDSProgramme for Management Development
2018-3V-552-STAFDigital Marketing
2018-3C-FAG-STUF
2018-1V-741-BRANBranding and Strategic Marketing
2018-1C-FAG-FSMA
2018-1V-649-STMPStrategic Marketing Planning
2018-1C-FAG-MASN
2018-1V-722-MAR3Marketing Management
2018-1C-FAG-MYND
2018-1C-FAG-SAVE
2018-1C-FAG-STSM
2018-1C-FAG-VIGR
2017-3V-738-ADDMAdvanced and digital marketing
2017-3C-FAG-LEIT
2017-3C-FAG-MATO
2017-3V-523-MACOConsumer Behavior and Marketing Communication
2017-3V-523-MACOConsumer Behavior and Marketing Communication
2017-3V-552-STAFDigital Marketing
2017-3C-FAG-SING
2017-1V-741-BRANBranding and Strategic Marketing
2017-1C-FAG-FRTS
2017-1V-649-STMPStrategic Marketing Planning
2017-1C-FAG-MASN
2017-1V-722-MAR3Marketing Management
2017-1C-FAG-MYND
2017-1C-FAG-SAVE
2017-1C-FAG-STSM
2017-1C-FAG-VIGR
More...

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

Research

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).

Publications

Peer-Reviewed Journals

Curry, B., Foxall, G., & Sigurdsson, V. (in press). On the tautology of the matching law in consumer behavior analysis. Behavioral Processes – June 2010.
Sigurdsson, V., Engilbertsson, H., & Foxall, G. (in press). The effects of a point-of-purchase display on relative sales: An in-store experimental evaluation. Journal of Organizational Behavior Mangement. (Special Issue in Consumer Behavior Analysis-forthcoming).
Sigurdsson, V., Saevarsson, H., & Foxall, G. (in press). In-store experimental approach to pricing and consumer behavior. Journal of Organizational Behavior Mangement. (Special Issue in Consumer Behavior Analysis- forthcoming)
Sigurdsson, V., Sævarsson, H., & Foxall, G. Brand-placement and consumer choice: An in-store experiment. Journal of Applied Behavior Analysis, 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.

-2008. Republished in Social Marketing - An Appreciative Appraisal. The Institute of Chartered Financial Analysts of India.

In Process

Working Papers

Sigurdsson, V., Sævarsson, H., & Foxall, G. (2007, May). Brand-Placement and Consumer Choice: An In-Store Experiment. Cardiff Marketing and Strategy WPS, M2007/2 (ISSN: 1753-1632). Cardiff Business School, Cardiff. University

Valdimar Sigurðsson og Þórhallur Örn Guðlaugsson. (2006, júní). Atferlisgreining sem einn af hornsteinum markaðsfræðinnar. Viðskiptafræðistofnun HÍ, W06:01 (ISSN 1670-7168). Viðskipta- og hagfræðideild Háskóla Íslands. 

Peer-reviewed Conference Proceedings

Sigurdsson, V., & Engilbertsson, H. (2009, May). Shelf placement and sales: An in-store experimental analysis using an alternating treatment design. Annual Conference of the European Marketing Academy (EMAC). Audencia Nantes, France.

Sigurdsson, V., & Engilbertsson, H. (2009, July). Vertical allocation of brands in retail shelf-space and its effect up on sales. The 2009 World Marketing Congress (Academy of Marketing Science). Oslo, Norway.

Sigurdsson, V., & Engilbertsson, H. (2008, júlí). Shelf placement of brands in retailing: The application of on-site experiments for the evaluation of sales effect. Árleg ráðstefna Academy of Marketing (AM) haldin í Aberdeen í Bretlandi.

Sigurdsson, V., & Engilbertsson, H. (2008, Maí). Point-of-purchase displays: The application of on-site experiments for the evaluation of sales effect. Árleg ráðstefna Evrópsku markaðsfræði akademíunar (EMAC) haldin í Brighton í Bretlandi.

Other Conference Proceedings

Valdimar Sigurðsson og Hugi Sævarsson. (2007, desember) Tilraunamarkaðsfræði: Áhrif verðs á kauphegðun neytenda. Í inngjaldur Hannibalsson (Ritstj.). Rannsóknir í félagsvísindum VIII, Viðskipta- og hagfræðideild. Háskóli Íslands.

Valdimar Sigurðsson, Hugi Sævarsson og Þórhallur Örn Guðlaugsson. (2006). Tilraunamarkaðsfræði: Áhrif vettvangs á kauphegðun neytenda. Í Inngjaldur Hannibalsson (Ritstj.). Rannsóknir í félagsvísindum VII, Viðskipta- og hagfræðideild. Háskóli Íslands.

Valdimar Sigurðsson. (2005). Atferlisgreining sem hugtakakerfi til að greina áhrif markaðsráðanna. Í Inngjaldur Hannibalsson (Ritstj.). Rannsóknir í félagsvísindum VI, Viðskipta- og hagfræðideild. Háskóli Íslands.

Presentations at Academic Conferences

Sigurdsson, V. (2009, August). In-store experiments in consumer behavior analysis: An example and future directions.  A symposium on Consumer Behavior Analysis.  Association for Behaviour Analysis – 5th International Conference. Oslo, Norway.

On the tautology of the matching law in consumer behavior analysis. Society for the Quantitative Analyses of Behavior, 32nd annual meeting, Phoenix, May 2009. (Bruce Curry, Gordon Foxall, & Valdimar Sigurdsson).

Sigurdsson, V. (2009, May). Shelf placement and sales: An in-store experimental analysis using an alternating treatment design. Annual Conference of the European Marketing Academy (EMAC). Audencia Nantes, France. (with Halldor Engilbertsson)

Sigurdsson, V. (2008, May). Point-of-purchase displays: The application of on-site experiments for the evaluation of sales effect. Annual Conference of the European Marketing Academy (EMAC). Brighton, UK. (with Halldor Engilbertsson)

Sigurdsson, V. (2007, December). Experimental Marketing: Brand Price and Consumers’ Buying Behaviour. In Ingjaldur Hannibalsson (Ed.) Research in social sciences VIII, Faculty of Economics and Business Administration, University of Iceland. (In Icelandic, with Hugi Sævarsson)

Sigurdsson, V. (2007, September). In-store Behavioural Experiments. International Symposium on Consumer Behaviour Analysis. Hilton Hotel, Cardiff.

Sigurdsson, V. (2006, May). The Behavioral Economics of the Marketing Firm. Symposium on Consumer Behavior Analysis: Empirical Extensions and the Marketing Environment of Choice. Annual Conference of the Association for Behaviour Analysis 2006 in Atlanta. (with Gordon Foxall)

Books & Monographs

In Process: Sigurdsson, V., & Foxall, G.  IN-STORE: Experimental Analysis of Consumers’ Buying Behavior. (Book).

Þórhallur Örn Guðlaugsson og Valdimar Sigurðsson. (2004). Viðhorf og væntingar nýnema við HÍ. Reykjavík: Markaðs- og samskiptadeild HÍ.

Presentations & Posters

2009 (February): Invited Presentation. Skýrr (CRM During Recession). CRM in Retailing: Consumer Behaviour Analysis and Appropriate Control of the Retail Setting.

2008 (November):  Icelandic Marketing Factors: An Executive Summary. Seminar of the Icelandic Media House (Málstofa Birtingahússins).

2008 (November): In-Store Consumer Behaviour: An Experimental Analysis. RU School of Business Research Seminar.

2008 (October): Conducting in-store experiments in the retailing environment: “Fruits and vegs in the sweets shelf”. Wisconsin USA Research Seminar. (With Nils Magne Larsen).

2008 (April): Invited Presentation. The Icelandic Waste Management and Recycling Association (Fagráð um endurnýtingu og úrgang [FENÚR]).

2008 (April): Invited Presentation. Institute for Sustainable Development, University of Iceland.

2008 (February): Invited Presentation. Department of Psychology. University of Iceland.

2007 (March): Invited Presentation at Reykjavik University: Marketing Mix and Substitutability of Brands: Experimental Analysis of Behaviour Approach.

2006 (October): Saevarson, H., Sigurdsson, V., & Gudlaugsson, T. O. Experimental Marketing. Poster Presented at the Annual Conference on Research in Social Science, University of Iceland (Business).

2006 (October): Sigurdsson,V., & Sigurdardottir, Z.G. Experimental comparison of different forms of the matching law for its usefulness in behaviour therapy. Poster presented at the annual conference on Research in Social Science, University of Iceland (Psychology).

2006 (May): Ragnarsson, R. S., Arnadottir, I., Ingvarsson, E. T., Sigurdardottir, Z. G., Sveinsdottir, I., Petursdottir, A. I., & Sigurdsson, V. Behavior analysis in Iceland. Poster presented at the Annual Conference of the Association for Behaviour Analysis 2006 in Atlanta.

2006 (April): Presentation at IMG Gallup (Iceland): Consumer behaviour analysis and experiments in Icelandic stores.

2005 (Nov-Dec): The Behavioural Perspective Model, Matching, and Consumer Research. Three presentations. Consumer Behaviour Analysis Research Group. Cardiff Business School

2005 (October): Sigurdsson, V., & Sigurdardottir, Z. G. From the Harvard pigeon lab to Icelandic supermarkets: The relevance of the matching law for consumer research. Poster presented at the annual conference on research in social science. University of Iceland (Psychology).

2005 (June): Sigurdsson, V. Behaviour analysis as a paradigm for marketing mix applications. Poster presented at the University of Iceland. (Icelandic)

2003 (September): Seminar at Öskjuhlídarskóli (special school for developmental disabled children). Instructor of seminar: The use of applied behaviour analysis to deal with undesirable behaviour.

Thesis

Valdimar Sigurðsson. (2007). Relative Sales and Matching Analysis of Consumers’ Brand Choices in Open Settings. Ph.D. thesis. Cardiff Business School, Cardiff University.

Valdimar Sigurðsson. (2005). Atferlisgreining sem hugtakakerfi til að greina áhrif markaðsráðanna. M.Sc. ritgerð í viðskiptafræði: Háskóli Íslands.

Valdimar Sigurðsson. (2003). Þróun ákvörðunarlíkans til að bæta árangur atferlismeðferðar: Samanburður á gildi samsvörunarlögmálsins og nýs líkans fyrir hönnun atferlismeðferðar. B.A. ritgerð í sálfræði: Háskóli Íslands.

In the Media

-Uppgangur í markaðsrannsóknum, Viðskiptablaðið, 29 maí 2008. Viðtal ritað af Hjalta Geir Erlendssyni.

-Íslenskir neytendur, Rás 1, Vítt og breytt, umsjónarmaður Hanna G. Sigurðardóttir, 2. apríl 2008.

-Kaupa ekki þó verðið sé lækkað, 24 Stundir (bls. 27). 2. apríl 2008.Viðtal ritað af Einari Jónssyni.

-Kauphegðun íslenska neytandans. Rannís blaðið (bls. 9), 12 mars 2008.

-Atferlisfræði og markaðssetning, Rás 2, viðtal í síðdegisútvarpinu, 14. febrúar 2008

-Úr tilraunastofunni út í búð, Morgunbl. (bls. 43), 9 febrúar 2008. Viðtal ritað af Ásgeiri Ingvarssyni.

-Doktor í markaðsfræði, Morgunblaðið (bls. 53), 6 janúar 2008.

-Neytendur bregðast ekki við verðlækkunum. Vísir, 3. janúar 2008.

-Verðlækkanir hafa engin áhrif. Rás 2, viðtal í síðdegisútvarpinu (Freyr Eyjólfsson), 3. janúar2008

-Íslendingar sagðir neytendasljóir. RÚV (fréttir klukkan 14 og 16, og RUV.is), 3. janúar 2008.

-Verðlækkun minnkaði sölu. 24 stundir, 11. desember 2007. Viðtal ritað af Elíasi Jóni Guðjónssyni.

-Umræða um niðurstöður verðtilraunar í Ísland í bítið, Bylgjan, 10. desember 2007

-Eykur verðlækkun ekki sölu?. Morgunblaðið og MBL.is, 10. desember 2007.

 

Price differentials and the consumption of fruits and vegetables
Fruits and vegetables at the counter and in the sweets shelf

Other websites

Consumer Behaviour Analysis Research Group (CBAR)