CRMC

The CRMC uses diverse methodological approaches where traditional survey techniques are supplemented using observational, real-time methods such as conjoint analysis and biometrics (eye tracking, EEG, facial expressions, GSR). The CRMC adopts an interdisciplinary approach combining marketing, psychology, and economics.

The CRMC collaborates with international researchers and practitioners in marketing and consumer psychology, leading to more excellent intersectoral knowledge transfer and high scientific impact. The scientific effect is on conceptual (development theory/framework), applied (consumer behaviour research in real-life settings and especially consumer choice behaviours), and methodological levels (experimental designs).

Research Projects

Icelandic Research Fund: Experimental Analysis of Online Consumer Behavior and its Relevance to Online Healthy Food Marketing (Ongoing)
Samtök Fyrirtækja í Sjávarútvegi (SFS): Icelandic Fish Consumption and Consumer Behavior – An Investigation using Choice-Based Conjoint Analysis (Ongoing)
Icelandair: Customer experience and social media (Ongoing)

Research Team

Director

Dr Valdimar Sigurdsson, Professor, Department of Business Administration, e-mail: valdimars@ru.is

Core members

Dr R. G Vishnu Menon, Assistant Professor, Department of Business Administration
Mr Sanchit Pawar, PhD student, Department of Business Administration
Freyja Thoroddsen Sigurdardottir, Lecturer and Researcher, Department of Business Administration
Dr Michał Folwarczny, Post-doc, Department of Business Administration

International collaborators in research and practice

Dr Asle Fagerstrøm, Professor, Faculty of Technology, Westerdals Oslo School of Arts, Communication and Technology
Dr Nils Magne Larsen, Associate Professor, School of Business, UiT-The Arctic University of Norway
Dr Gordon R. Foxall, Distinguished Research Professor, School of Business, Cardiff University

Core Collaborators

Consumer Behavior Analysis Research Group (CBAR)
Initiated by Dr. Gordon R. Foxall, Distinguished Research Professor at Cardiff University, the CBAR is a group of interdisciplinary research working on consumer behaviour, marketing, and economics.
The Behavioral Lab at Westerdals Oslo School of Arts, Communication and Technology
The behavioural lab in Oslo owns a number of biometric devices such as an eye tracker, EEG, and GSR devices.
UiT-The Arctic University of Norway
CRMC collaborates with UiT on in-store studies.