, 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. Methodologically, his research has focused on the use of structural equation modeling in marketing, survey research, and citation analysis.
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.
Ph.D., Marketing, Stanford University, 1988
M.S., Statistics, Stanford University, 1988
M.B.A., University of Texas at Arlington, 1984
Mag. rer. soc. oec., University of Innsbruck, 1982