Profile for Andreas Eklund

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Andreas Eklund

University of Wisconsin-La Crosse

Specialty area(s)

Branding, consumer behavior, consumer psychology, gamification, sensory marketing, and service-dominant logic

Brief biography

Andreas Eklund is an Associate Lecturer at the Marketing Department at the UWL. He has a Ph.D. degree in marketing, focusing on consumer psychology. He worked for Universities in Sweden and Norway. He has an interest in the human senses and their influences on an individual’s experience in daily life. Before the Ph.D., he worked as a chef. His prior experience paves the way for his research area in sensory marketing.

Current courses at UWL

Spring 2023

MKT309, MKT351, and MKT362

Fall 2022

MKT309, MKT362

Spring 2022

MKT309, MKT362

Fall 2021



He holds a Ph.D. in marketing, specialized in consumer psychology from the School of Business and Economics, Linnaeus University, Sweden.
He has a master’s degree in marketing from the School of Economics and Management, Lund University, Sweden.


Teaching history

He has taught in a variety of marketing courses, such as branding, sensory marketing, principles of marketing, marketing management, digital marketing, and research methodology.

Research and publishing

His research is the umbrella concept of sensory marketing, and its linkages with other marketing streams such as branding, experiential marketing, and service-dominant logic. The focus lies in how sensory cues (stimuli) create attention and value both for the company and consumers.