Hans Baumgartner
Smeal Chair Professor of Marketing of Marketing
Professor Baumgartner's research interests are in consumer psychology and research methodology, particularly structural equation modeling and (cross-cultural) measurement analysis. He has published articles on these topics in the Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Journal of Marketing, Journal of Consumer Psychology, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Organizational Behavior and Human Decision Processes, Psychological Methods, Sociological Methods and Research, Organizational Research Methods, and Journal of Economic Literature, among others. He is the author (together with Bert Weijters) of the monograph Measurement in Marketing.
Education
MS in Statistics, Stanford University, Stanford, CA, 1988-01-01 Ph D in Marketing, Stanford University, Stanford, CA, 1988-05-01 MBA, The University of Texas at Arlington, Arlington, TX, 1984-01-01 Mag. rer.soc.oec., The University of Innsbruck, Innsbruck, Austria, 1982-01-01
Courses Taught
MKTG 330 – Consumer Behavior
Application of behavioral science concepts to the understanding of buyer behavior as a basis for marketing management decision making.
MKTG 474 – MKTG ANALYTICS
In rapidly changing markets characterized by ever more demanding customers served by global competitors, intuitive decision making, even when honed by years of experience, is unlikely to generate superior results. Instead, successful marketers increasingly rely on Marketing Analytics, a systematic approach to applying analytical models to properly organized empirical data, with the goal of extracting true insights about the marketing environment.This course will introduce students to commonly used analytical tools in such areas as segmentation, targeting and positioning, satisfaction management, customer lifetime analysis, customer choice, product and price decisions using conjoint analysis, and text analysis and search analytics. This is a hands-on course based on the Marketing Engineering approach and Excel software, in which students will apply the tools studied to actual business situations and conduct a group project involving primary data collection and analysis.At the conclusion of this course, students will be familiar with some of the more common marketing analytics tools and be able to extract insights from marketing data using model-supported decision making.
MKTG 494 – Research Project
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 494H – Honors Thesis (H)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 494H – Research Project (H)
Supervised student activities on research projects identified on an individual or small-group basis.
MKTG 497 – Special Topics
Formal courses given infrequently to explore, in depth, a comparatively narrow subject which may be topical or of special interest.
MKTG 551 – Theoretical Perspectives on Buyer Behavior
Review of marketing and social sciences research related to understanding consumer and market behavior.
MKTG 554 – Res Meth in Mktg
Philosophical, methodological, and measurement issues involved in designing, conducting, analyzing, and interpreting research in marketing.
MKTG 554 – Research Methods in Marketing
Philosophical, methodological, and measurement issues involved in designing, conducting, analyzing, and interpreting research in marketing.
MKTG 590 – Colloquium
Continuing seminars that consist of a series of individual lectures by faculty, students, or outside speakers.
MKTG 596 – Individual Studies
Creative projects, including nonthesis research, which are supervised on an individual basis and which fall outside the scope of formal courses.
MKTG 597A – Marketing in Challenging Times (A)
Special topics course.
Selected Publications
Weijters B., Gorissen K., Deltomme B., Baumgartner J. "Proud to limit the damage: Negatively framed eco-ratings motivate green intentions through anticipated pride" Journal of Environmental Psychology, 2024-04-01
Glaser M., Choi Y., Baumgartner J. "“(Un)Bothered by the Story’s Ambiguity: How Individual Differences in Consumers’ Need for Closure Affect Transportation and Brand Attitude in Narrative Ads" Journal of the Association for Consumer Research, 2024-01-01
Yi S., Baumgartner J. "A 4-Factor Revision of the Pathological Buying Screener: The Structural Model of Compulsive Buying and its Relationship with Personality Traits" International Journal of Mental Health and Addiction, 2024-01-01
Weijters B., Deltomme B., Gorissen K., Baumgartner J. "Measuring Latent Individual Difference Variables with a Conjoint Design and Structural Equation Modeling" Marketing Letters, 2024-01-01
Weijters B., Davidov E., Baumgartner J. "Analyzing Factorial Survey Data with Structural Equation Models" Sociological Methods and Research, vol. 52, 2023-01-01
Baumgartner H., Weijters B. "External Validity is More Important than Internal Consistency" Journal of Consumer Psychology, vol. 33, 2023-01-01
Baumgartner H., Homburg C. "Factor Analysis" Handbook of Market Research, 2023-01-01
Baumgartner J., Weijters B. "How to Identify Careless Responders in Surveys" Review of Marketing Research, vol. 19, 2022-01-01
Baumgartner J., Weijters B. "Measurement in Marketing: Introduction by the Volume Editors" Review of Marketing Research, vol. 19, 2022-01-01
Weijters B., Baumgartner J. "On the use of balanced item parceling to counter acquiescence bias in stuctural equation models" Organizational Research Methods, vol. 25, 2022-01-01
Baumgartner H., Blanchard S. J., Sprott D. "The Critical Role of Methodological Pluralism for Policy-Relevant Empirical Research" Journal of Public Policy and Marketing, vol. 41, 2022-01-01
Lee S., Baumgartner J., Pieters R. "A Triadic Model of Social Motivations in Pay-What-You-Want Decisions" Journal of the Association for Consumer Research, vol. 6, 2021-01-01
Baumgartner J., Weijters B. "Dealing with common method variance in international marketing research" Journal of International Marketing, vol. 29, 2021-01-01
Chen A., Baumgartner J., Meloy M. C. "Identifying picky shoppers: Who they are and how to spot them" Journal of Consumer Psychology, vol. 31, 2021-01-01
Baumgartner J., Weijters B. "Structural equation modeling" Handbook of Market Research, 2021-01-01
Baumgartner J., Weijters B., Pieters R. "The biasing effect of common method variance: Some clarifications" Journal of the Academy of Marketing Science, vol. 49, 2021-01-01
Weijters B., Baumgartner J. "Analyzing policy capturing data using structural equation modeling for within-subject experiments (SEMWISE)" Organizational Research Methods, vol. 22, 2019-01-01
Baumgartner J., Weijters B. "Measurement in Marketing" Foundations and Trends in Marketing, vol. 12, 2019-01-01
Stadler Blank A. M., Koenigstorfer J., Baumgartner J. "Sport Team Personality: It's Not all About Winning!" Sport Management Review, vol. 21, 2018-04-01
Weijters B., Cabooter E., Baumgartner J. "When Cheap Isn't the Same as Not Expensive: Generic Price Terms and Their Negations" Journal of Consumer Psychology, 2018-04-01
Hulland J., Baumgartner J., Smith K. M. "Marketing Survey Research Best Practices: Evidence and Recommendations from a Review of JAMS Articles" Journal of the Academy of Marketing Science, vol. 46, 2018-01-01
Lee S., Baumgartner J., Winterich K. P. "Did they earn it? Observing unearned luxury consumption decreases brand attitude when observers value fairness" Journal of Consumer Psychology, 2017-12-01
Baumgartner J., Weijters B. "Measurement Models for Marketing Constructs" Berend Wierenga and Ralf van der Lans (Eds), Handbook of Marketing Decision Models, 2nd ed., 2017-10-01
Baumgartner J., Weijters B. "Methodological Issues in Cross-Cultural Research" Hester van Herk and Carlos J. Torelli (Eds.), Cross Cultural Issues in Consumer Science and Consumer Psychology, 2017-01-01
Weijters B., Puntoni S., Baumgartner J. "Methodological Issues in Cross-Linguistic and Multilingual Advertising Research" Journal of Advertising, vol. 46, 2017-01-01
Baumgartner J., Weijters B. "Structural Equation Modeling" Peter S. H. Leeflang, Jaap E. Wieringa, Tammo H. A. Bijmot, and Koen H. Pauwels (Eds.), Advanced Methods for Modeling Markets, 2017-01-01
Gunasti K., Baumgartner J. "The Asymmetric Effects of Positive or Negative Experiences with an Extension on Low- or High-Equity Parent Brands: A Microtheoretical Notion" Customer Needs and Solutions, vol. 3, 2016-12-01
Weijters B., Baumgartner J., Geuens M. "The Calibrated Sigma Method: An Efficient Remedy for Between-Group Differences in Response Category Use on Likert Scale" International Journal of Research in Marketing, vol. 33, 2016-12-01
Koenigstorfer J., Baumgartner J. "The Effect of Fitness Branding on Restrained Eaters’ Food Consumption and Post-Consumption Physical Activity" Journal of Marketing Research, vol. 53, 2016-01-01
Baumgartner J., Weijters B. "Response Biases in Cross-Cultural Measurement" Sharon Ng and Angele Y. Lee (Eds.), Handbook of Culture and Consumer Behavior, 2015-01-01
Weijters B., De Beuckelaer A., Baumgartner J. "Discriminant Validity Where There Should Be None: Positioning Same-Scale Items in Separated Blocks of a Questionnaire" Applied Psychological Measurement, 2014-09-01
Weijters B., Baumgartner J., Schillewaert N. "Reversed Item Bias: An Integrative Model" Psychological Methods, vol. 18, 2013-09-01
Weijters B., Geuens M., Baumgartner J. "The Effect of Familiarity with the Response Category Labels on Item Response to Likert Scales" Journal of Consumer Research, vol. 40, 2013-08-01
Baumgartner J., Weijters B. "Commentary on “Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies" Journal of Retailing, vol. 88, 2012-12-01
Weijters B., Baumgartner J. "Misresponse to Reversed and Negated Items in Surveys: A Review" Journal of Marketing Research, vol. 49, 2012-10-01
Baumgartner J. "Repetitive Purchase Behavior" Adamantios Diamantopoulos, Wolfgang Fritz, and Lutz Hildebrandt (Eds.), Quantitative Marketing and Marketing Management, 2012-01-01
Baumgartner J., Pieters R. "Consumer Goals and Motivation" Richard P. Bagozzi and Ayalla A. Ruvio (Eds.), Wiley International Encyclopedia of Marketing, Vol. 3, vol. 3, 2011-01-01
Yi S., Baumgartner J. "Coping with Guilt and Shame in the Impulse Buying Context" Journal of Economic Psychology, vol. 32, 2011-01-01
Baumgartner J. "Structural Equation Modeling" Wagner A. Kamakura (Ed.), Wiley International Encyclopedia of Marketing, Vol. 2, vol. 2, 2011-01-01
Baumgartner J. "A Review of Prior Classifications of Purchase Behavior and a Proposal for a New Typology" Naresh K. Malhotra (Ed.), Review of Marketing Research, vol. 6, 2010-01-01
Baumgartner J. "Bibliometric Reflections on the History of Consumer Research" Journal of Consumer Psychology, vol. 20, 2010-01-01
Steenkamp J., DeJong M., Baumgartner J. "Socially Desirable Response Tendencies in Survey Research" Journal of Marketing Research, vol. 47, 2010-01-01
Bosmans A., Pieters R., Baumgartner J. "The Get Ready Mindset: How Gearing Up for Later Impacts Effort Allocation Now" Journal of Consumer Research, 2010-01-01
Yi S., Baumgartner J. "Regulatory Focus and Message Framing: A Test of Three Accounts" Motivation and Emotion, vol. 33, 2009-01-01
Baumgartner J., Pieters R., Bagozzi R. "Future-Oriented Emotions: Conceptualization and Behavioral Effects" European Journal of Social Psychology, vol. 38, 2008-01-01
Baumgartner J., Pieters R. "Goal-Directed Consumer Behavior: Motivation, Volition and Affect" Handbook of Consumer Psychology, 2008-01-01
Yi S., Baumgartner J. "Motivational Compatibility and Anticipated Feelings" Psychology & Marketing, vol. 25, 2008-01-01
De Jong M., Steenkamp J., Fox J., Baumgartner J. "Using Item Response Theory to Measure Extreme Response Style in Marketing Research: A Global Investigation" Journal of Marketing Research, vol. 45, 2008-01-01
Grewal R. S., Cote J. A., Baumgartner J. "Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing" Marketing Science, vol. 23, 2004-01-01
Baumgartner J., Weijters B., Pieters R. "Misresponse to Survey Questions: A Conceptual Framework and Empirical Test of the Effects of Reversals, Negations, and Polar Opposite Core Concepts" Journal of Marketing Research, vol. 55