He specializes in memory and attention, and his most recent research focuses on face perception and hindsight bias.

He subsequently completed a postdoctoral fellowship under the mentorship of George Sperling in 1972, and he joined the faculty of the University of Washington shortly thereafter, where he has remained since.

Geoff Loftus retired from full-time professorship in July, 2017, primarily to focus on his legal work.

Increasingly, Loftus has been applying his scientific work to issues in human cognition that have arisen in legal cases.

He has testified as an expert witness in perception, memory, statistics, and video-game behavior in approximately 495 civil and criminal cases.