Hans Baumgartner

Professor of Marketing and Charles and Lillian Binder Faculty Fellow and Marketing Department Chair

The Pennsylvania State University

Biography

Hans Baumgartner is professor of marketing and Charles and Lillian Binder Faculty Fellow in the Smeal College of Business at The Pennsylvania State University. He holds a Ph.D. degree in marketing from Stanford University, has been an associate editor of the Journal of Consumer Research, and currently serves on the editorial boards of the Journal of Consumer Research, the International Journal of Research in Marketing, the Journal für Betriebswirtschaft and Marketing: Journal of Research and Management. His 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; emotional influences on consumer behavior; goal-directed consumer behavior; optimum stimulation level and exploratory consumer behavior; and judgments of quality, value, and satisfaction. Methodologically, his research has focused on the use of structural equation modeling in marketing, cross cultural measurement issues, and citation analysis.