Anna-Carin Nordvall
Professor at Department of Business Studies; Professors, teachers, researchers
- Telephone:
- +46 18 471 83 97, +46 498 10 83 97
- Mobile phone:
- +46 70 191 46 07
- E-mail:
- anna-carin.nordvall@fek.uu.se
- Visiting address:
- Campus Gotland, Cramérgatan 3
SE-62157 Visby
Sweden - Postal address:
- Uppsala universitet, Campus Gotland
SE-62167 Visby
Sweden
- Academic merits:
- PhD, Docent, Excellent Teacher
Short presentation
I am a professor of business studies with a research focus on consumer decision-making. My research interests include sustainable consumer behaviour, purchasing decisions, and consumer behaviour related to global challenges such as antimicrobial resistance. I have been teaching marketing at Campus Gotland since autumn 2017. I received my PhD in psychology and became an associate professor in business studies in 2015.
Keywords
- Decision-making
- Consumer behaviour
- Sustainability
- marketingresearchgroup
Research
My research interests are sustainable consumer behaviour and consumer purchasing decisions in different contexts, such as food, hospitality, and global challenges (antibiotic resistance).

Publications
Recent publications
Beyond the blame game: fostering consumer engagement in addressing antimicrobial resistance
Part of Future Microbiology, p. 711-714, 2025
Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
Part of JMIR Infodemiology, 2025
- DOI for Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
- Download full text (pdf) of Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
Part of Social Responsibility Journal, p. 1125-1143, 2025
- DOI for Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
- Download full text (pdf) of Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
Measuring rural tourist behaviour and engagement: Inside the mind of the visitor
Part of Innovative Cultural Tourism in European Peripheries, p. 200-215, Routledge, 2025
The Instagram locked-in effect and sustainable destination development
Part of Enabling sustainable visits, p. 109-127, Uppsala universitet, 2023
All publications
Articles in journal
Beyond the blame game: fostering consumer engagement in addressing antimicrobial resistance
Part of Future Microbiology, p. 711-714, 2025
Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
Part of JMIR Infodemiology, 2025
- DOI for Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
- Download full text (pdf) of Communicating Antimicrobial Resistance on Instagram: Content Analysis of #AntibioticResistance
Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
Part of Social Responsibility Journal, p. 1125-1143, 2025
- DOI for Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
- Download full text (pdf) of Antimicrobial resistance and the non-accountability effect on consumers’ behaviou
The Status Quo Problem and the Role of Consumers Against Antimicrobial Resistance
Part of Frontiers in Sustainable Food Systems, 2022
- DOI for The Status Quo Problem and the Role of Consumers Against Antimicrobial Resistance
- Download full text (pdf) of The Status Quo Problem and the Role of Consumers Against Antimicrobial Resistance
Pre-merger acquisition capabilities: A study of two successful serial acquirers
Part of European Management Journal, p. 932-942, 2022
- DOI for Pre-merger acquisition capabilities: A study of two successful serial acquirers
- Download full text (pdf) of Pre-merger acquisition capabilities: A study of two successful serial acquirers
Is consumer behaviour research in a state of social value crisis?: Thought piece
Part of Journal of Customer Behavior, p. 401-404, 2020
do they really measure what they intend to measure?
Part of Journal of Customer Behavior, p. 151-160, 2019
Part of Ergonomics, p. 601-612, 2017
Part of International Review of Retail Distribution & Consumer Research, p. 1-19, 2015
Importance ratings of grocery store attributes
Part of International Journal of Retail & Distribution Management, p. 63-91, 2015
Consumer Cognitive Dissonance Behavior in Grocery Shopping
Part of International Journal of Psychology and Behavioral Sciences, p. 128-135, 2014
Consumer demand as a driver of improved working conditions: the 'Ergo-Brand' proposition
Part of Ergonomics, p. 1113-1126, 2014
Part of International journal of Behavioral Research and Psychology, 2014
Part of Journal of Financial Services Marketing, p. 265-276, 2014
The information search process of socially responsible investors
Part of Journal of Financial Services Marketing, p. 5-18, 2010
Go with the flow: How to master a nonlinear multiple-cue judgment task
Part of Journal of Experimental Psychology. Learning, Memory and Cognition, p. 1371-1384, 2006
Exemplar effects in categorization and multiple-cue judgment.
Part of Journal of experimental psychology. General, p. 133-156, 2003
Chapters in book
Measuring rural tourist behaviour and engagement: Inside the mind of the visitor
Part of Innovative Cultural Tourism in European Peripheries, p. 200-215, Routledge, 2025
The Instagram locked-in effect and sustainable destination development
Part of Enabling sustainable visits, p. 109-127, Uppsala universitet, 2023
The use of intuitive expertise in acquisition-making: An explorative study
Part of Handbook of Intuition Research as Practice, p. 39-55, Edward Elgar Publishing, 2020
The information search process of social responsible investors
Part of Financial Literacy and the Limits of Financial Decision Making, Springer International Publishing AB, 2017
Conference papers
Consumer behaviour and antibiotic resistance
Part of Managing Antimicrobial Resistance Through Behavior Change, March 2021, p. 13-14, 2021
Consumer Behaviour and antibiotic resistance
Part of Managing Antimicrobial Resistance Through Behaviour Change, p. 16-19, 2021
Intuition and the Role of Contexts
Part of Intuition in Organizations: New Directions in Intuition Research, 2020
Part of 2015 Anzmac Conference, 2015
Consumer Cognitive Dissonance behavior in Grocery Shopping
2012
Multiple-cue judgment: A new way of examining consumer decision making?
2012
Why consumers don´t like neuroeconomics
2011
Swedish Consumers’ Satisfaction with Grocery Store Attributes
2010
Utslagsbedömningar för polisutbildningen. Pest eller Kolera?
2009
Why teaching in a different language is so hard. Pedagogical seminar
2007
Social Decision Making Strategies in Internet Poker Playing
Part of Cognitive Science Journal Archive, p. 1831, 2007
Non-linear Multiple Cue Judgment tasks
2005
Non-linear Multiple Cue Judgment tasks
2005
Rules and Exemplars in Multiple-Cue Judgment
2001