Hans Baumgartner

Department Chair , Smeal Professor of Marketing
Department: Marketing
Office: 482 Business Building
Phone: 814-863-3559
Fax: 814-865-3015
E-mail: jxb14@psu.edu
Member of Faculty Since: 1989


I have two broad areas of interest, one substantive and the other methodological. Substantively, I am interested in how consumers form judgments about objects and events and how these judgments influence actual behavior. I have conducted research on this topic in the following areas: extensions and modifications of the theory of reasoned action; emotional influences on consumer behavior; coping with negative emotions; goal-directed consumer behavior; self-regulation; food decision making; optimum stimulation level and exploratory consumer behavior; and judgments of quality, value, and satisfaction. Methodologically, I am interested in the use of structural equation modeling in marketing, cross-cultural measurement issues, response biases in survey research, and citation analysis.


Consumer behavior
Research methodology


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