Reykjavik University Consumer Behavior Group

Reykjavik University Consumer Behavior Group - Iceland (www.ru.is) School of Business has over 40 core faculty members. Staff participating in the Nutrition Innovation cluster is Valdimar Sigurdsson and Johanna Boel Bergmann Hearn (group secretary) and Haukur Freyr Gylfason. The RU is a community of over 3000 students and over 500 full time and part time employees. RU‘s faculty is comprised of highly qualified specialists and researchers in five academic schools: School of Law, School of Business, School of Health and Education, School of Computer Science and the School of Science and Engineering.

Incentive and contribution to the cluster:The Consumer Behavior Group participates in the cluster to give and receive information for better consumer marketing in line with public health nutrition. CBG at RU, School of Business focuses on good health and food in a pure environment. It consists of core faculty members and active research students involved in research in consumer psychology, marketing and health economics. The research group is active in Icelandic industry and has strong ties with distinctive consumer researchers oversee (e.g., from Cardiff University, Universidad de Brasilia, Temple, Manchester, and Durham). CBG will contribute with knowledge in market psychology about how consumers are best informed about food and health and the available market.

Key personnel: Valdimar Sigurdsson, Ph.D., in Marketing (e-mail: valdimars@ru.is) – group constitutor, the Nova Chair of Sales & Marketing, RU, with specialty in Consumer Psychology.