Baumgartner Wins AMA Excellence In Research Award
UNIVERSITY PARK, PA (July 27, 2004)—Hans Baumgartner, professor of marketing at Penn State’s Smeal College of Business, will receive the 2004 Excellence in Research Award from the American Marketing Association (AMA) Global Marketing Special Interest Group during the Aug. 7 AMA Summer Educators’ Conference in Boston.
The award recognizes the authors of an outstanding research article published within the last 10 years that has significantly influenced the direction of global marketing. Baumgartner and his co-author Jan-Benedict E.M. Steenkamp, will accept the honor for their 1998 Journal of Consumer Research article entitled “Assessing Measurement Invariance in Cross-National Consumer Research.”
Measurement invariance refers to whether or not measurement operations conducted under different conditions yield measures of the same attribute. In their article, the authors propose a testing procedure for assessing invariance between countries.
Baumgartner’s research interests are in the areas of consumer behavior and research methodology, with a focus on how consumers form judgments about objects and events and how these judgments influence actual behavior. Current research projects include a study of the role of anticipatory and anticipated emotions in consumer behavior and an investigation of the impact of response styles on survey responses. He is also working on a monograph dealing with typologies of consumer purchase decisions.
Baumgartner holds a Ph.D. and M.S. from Stanford University and a M.B.A. from the University of Texas at Arlington. He earned his undergraduate degree from the University of Innsbruck in Austria.