Smeal Professor of Marketing
Office: 482 Business Building
Member of Faculty Since: 1989
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 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 projects include the following: food decision making; pay-what-you-wish price decisions; reversed item bias; language and response styles; and cross-cultural measurement issues.
Steenkamp, Jan-Benedict, Martijn G. de Jong, and Hans Baumgartner, "Socially Desirable Response Tendencies in Survey Research", Journal of Marketing Research, April 2010, 47, 199-214.
Bosmans, Anick, Rik Pieters, and Hans Baumgartner, "The Get Ready Mindset: How Gearing Up for Later Impacts Effort Allocation Now", Journal of Consumer Research, June 2010, 37, 98-107.
Weijters, Bert, and Hans Baumgartner, "Misresponse to Reversed and Negated Items in Surveys: A Review", Journal of Marketing Research, October 2012, 49, 737-747.
M.S., Statistics, Stanford University, 1988
M.B.A., University of Texas at Arlington, 1984
Mag. rer. soc. oec. , University of Innsbruck, 1982