Harmen Oppewal


1989 …2020

Research activity per year

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Personal profile



Harmen Oppewal is a Professor of Marketing in the Monash Business School. 

Harmen teaches consumer behaviour and research methods at postgraduate levels. His research focuses on consumer behaviour in retail and related services contexts, using experimental, modelling and/or interpretative methods.

Prior to taking up his appointment at Monash in 2002 he was Professor of Retail Management at the University of Surrey (UK), Senior Lecturer in Marketing at the University of Sydney, and Assistant Professor and Research Fellow in Urban Planning at the Eindhoven University of Technology in the Netherlands. He holds a PhD from the Eindhoven University of Technology and degrees in geography and  social psychology from the University of Groningen. From 2012 to 2018 he was Head of the Department of Marketing in the Faculty of Business and Economics/Monash Business School at Monash.

Research interests

Research profile

Harmen authored over 50 publications in major (A*/A) journals in marketing, psychology, planning, tourism and transportation including: Journal of Consumer Research, Journal of Marketing Research, International Journal of Research in Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Journal of Economic Psychology, Marketing Letters, Psychology and Marketing, Journal of Retailing and Consumer Services, Acta Psychologica, Environment and Behavior, Environment and Planning A, Geographical Analysis, Papers in Regional Science, Leisure Sciences, Journal of Travel Research, Tourism Management, Transportation, and Transportation Research A.

He obtained research funding from the Australian Research Council, Sustainable Tourism CRC, Advanced Institute of Management in the UK and the European Union and from various industry partners.

Harmen has supervised more than 20 PhD students to completion. Research and supervision interests include consumer behaviour, choice models, retail marketing, shopping behaviour, leisure, tourism and urban planning, retail location, assortments, store atmosphere, research methods.

He reviews for many journals and is on several  editorial boards including the Australasian Journal of Marketing, European Journal of Marketing, Journal of Choice Modelling, Journal of Retailing, Journal of Retailing and Consumer Services, Journal of Travel Research and Tourism Analysis. He is an Associate Editor of the Journal of Choice Modelling.

He is a Distinguished member (Fellow) of the Australian and New Zealand Marketing Academy (ANZMAC) and was the 2008 ANZMAC Distinguished Researcher of the Year.

Research interests

Recent and forthcoming publications:

"Cheaper and smaller or more expensive and larger: How consumers respond to unit price increase tactics that simultaneously change product price and package size", Jun Yao, Harmen Oppewal, Di Wang, Journal of the Academy of Marketing Sciencehttps://doi.org/10.1007/s11747-019-00716-z

"Collective ideological work for an alternative to consumerism: How an intentional community balances ideals and practice", Itir Binay, Jan Brace-Govan, Harmen Oppewal, Journal of Consumer Behaviour, https://doi.org/10.1002/cb.1797

"Consumer decisions with artificially intelligent voice assistants", Benedict G.C. Dellaert, Suzanne B. Shu, Theo A. Arentze et al.Marketing Letters, https://doi.org/10.1007/s11002-020-09537-5

"How mindset and store familiarity impact online stockout responses", Aneeshta Gunness, Harmen Oppewal, International Journal of Retail & Distribution Management, https://doi.org/10.1108/IJRDM-02-2018-0034

"Surprising adaptivity to set size changes in multi-attribute repeated choice tasks", Martin Meißner, Harmen Oppewal, Joel Huber, Journal of Business Researchhttps://doi.org/10.1016/j.jbusres.2019.01.008

"How the layout of a unit price label affects eye-movements and product choice: An eye-tracking investigation", Svetlana Bogomolova, Harmen Oppewal, Justin Cohen, Jun Yao, Journal of Business Research,  https://doi.org/10.1016/j.jbusres.2018.10.049 

"See how much we've sold already! Effects of displaying sales and stock level information on consumers' online product choices", Yongfu He, Harmen Oppewal, Journal of Retailing, http://dx.doi.org/10.1016/j.jretai.2017.10.002

"Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research", Martin Meißner, Jella Pfeiffer, Thies Pfeiffer, Harmen Oppewal, Journal of Business Research,  http://dx.doi.org/10.1016/j.jbusres.2017.09.028 

"Anticipated embarrassment due to social presence withholds consumers from purchasing products that feature a lucky charm", Di Wang, Harmen Oppewal and Dominic Thomas, European Journal of Marketing, 51, 9/10, 1612-1630, https://doi.org/10.1108/EJM-02-2015-0087 

"A trial engagement? Innovative free and other service trials", David Bednall, Harmen Oppewal, Krongjit Laochumnanvanit, Cuc Nguyen, Journal of Services Marketing, http://dx.doi.org/10.1108/JSM-12-2016-0420

Research interests

consumer behaviour, choice models, experimental research, retail marketing, shopping behaviour, leisure, tourism and urban planning, retail location, assortments, store atmosphere, pricing, research methods.

Research area keywords

  • Consumer behaviour
  • Decision making
  • Research methods
  • Retail marketing
  • Tourism marketing
  • Choice Modelling
  • Retail location


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