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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 five 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.
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JOURNAL OF THE ASSOCIATION FOR CONSUMER RESEARCHno. 1 (2024): 46-57
Journal of the Association for Consumer Research (2023)
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MARKETING LETTERSpp.1-13, (2023)
International Journal of Mental Health and Addictionpp.1-24, (2023)
Measurement in Marketing Review of Marketing Researchpp.1-3, (2022)
Measurement in Marketing Review of Marketing Researchpp.121-141, (2022)
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