Bio of Hans Baumgartner
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Hans Baumgartner |
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Department Chair, Professor of Marketing and Charles & Lillian Binder Faculty Fellow |
Introduction
Professor Baumgartner's research interests are in the areas of consumer behavior and research methodology. Substantively, his research is concerned with how consumers form judgments about objects and events and how these judgments influence actual behavior. He has conducted research on this topic in the following five areas: extensions and modifications of the theory of reasoned action (e.g., the role of state- vs. action-orientation in consumers' coupon usage behavior); emotional influences on consumer behavior (e.g., effects of the retrieval of emotionally charged autobiographical memories on ad and brand judgments); goal-directed consumer behavior (e.g., goal-directed emotions as a motivational influence on weight control); optimum stimulation level and exploratory consumer behavior (e.g., conceptualization and measurement of exploratory consumer behavior); and judgments of quality, value, and satisfaction (e.g., the role of consumption emotions in the satisfaction response). Methodologically, his research has focused on the use of structural equation modeling in marketing, cross-cultural measurement issues, and citation analysis.
Current Research
Current research projects include the following: goal-relevant extraneous affect and persuasion; an extended paradigm for measurement analysis applicable to panel data; the impact of response styles on survey responses; measurement invariance in cross-cultural consumer research; typologies of consumer purchase decisions.
Expertise
Consumer behavior
Research methodology
Publication List
Hans Baumgartner and Rik Pieters, "The structural influence of marketing journals: A citation analysis of the discipline and its subareas over time", Journal of Marketing, 1/1/2003, 67, 123-139.
Rajdeep Grewal, Joseph A Cote, and Hans Baumgartner, "Multicollinearity and measurement error in structural equation models: Implications for theory testing", Marketing Science, 1/1/2004, 23, 519-529.
Sunghwan Yi and Hans Baumgartner, "Coping with negative emotions in purchase-related situations", Journal of Consumer Psychology, 1/1/2004, 14, 303-317.
Education
Ph.D.,
Marketing,
Stanford University,
1988
M.S.,
Statistics,
Stanford University,
1988
M.B.A,
University of Texas at Arlington,
1984
Mag. rer. ,
Business,
University of Innsbruck,
1982