Projects per year
Personal profile
Biography
Bio
Harmen Oppewal is a Professor of Marketing in the Monash Business School.
He holds a PhD from the Eindhoven University of Technology and degrees in geography and social psychology from the University of Groningen.
He teaches consumer behaviour and research methods at postgraduate and undergraduate levels.
His research focuses on consumer behaviour in retail and related services contexts, using experimental, modelling and interpretative methods.
He published 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.
Previous academic appointments include: Professor and Chair of Retail Management (University of Surrey, UK), Senior Lecturer in Marketing (University of Sydney), and Assistant Professor and Research Fellow in Urban Planning (Eindhoven University of Technology, the Netherlands).
From 2012 to 2018 he was Head of the Department of Marketing in the Faculty of Business and Economics/Monash Business School at Monash. He has also been strongly involved with the Monash Business Behavioural Lab since it was established in 2010.
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
Research topics
consumer behaviour, choice models, experimental research, retail marketing, shopping behaviour, leisure, tourism and urban planning, retail location, assortments, store atmosphere, place attachment, pricing, research methods, visual attention.
Research funding and supervision
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.
Supervised more than 20 PhD students to completion.
Reviewing
Reviews for many journals and is a member of several editorial boards including the European Journal of Marketing, Journal of Retailing, Journal of Retailing and Consumer Services, Journal of Travel Research and Tourism Analysis, Australasian Journal of Marketing.
Is an Associate Editor of the Journal of Choice Modelling.
Received the 2020 Journal of Retailing outstanding reviewer award.
Recent and forthcoming publications
"Disposal‑based scarcity: How overstock reduction methods influence consumer brand perceptions and evaluations", Oanh Dinh Yen Nguyen, Tania Bucic, Liem Viet Ngo, Harmen Oppewal, Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-023-00969-9
"Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions", Belinda Barton, Natalina Zlatevska, Harmen Oppewal, Journal of Retailing, https://doi.org/10.1016/j.jretai.2022.06.003
"What drives preference for the compromise option? Disentangling position‐based versus attribute‐based effects", Jungkeun Kim, Mark T. Spence, Harmen Oppewal, Jongwon Park, Roger Marshall, Psychology and Marketing, https://doi.org/10.1002/mar.21720
"The effects of floor plan representations on preferences for apartments", Jacqueline Baker, Harmen Oppewal, Journal of Housing and the Built Environment, https://doi.org/10.1007/s10901-022-09966-w
"High Expectations: How Tourists Cope With Disappointing Vacation Experiences", Muhammad Ismail Hossain, Harmen Oppewal, Dewi Tojib, Journal of Travel Research, https://doi.org/10.1177/00472875221109828
"Where to refuel: Modeling on-the-way choice of convenience outlet", Ari Pramono, Harmen Oppewal, Journal of Retailing and Consumer Services, https://doi.org/10.1016/j.jretconser.2021.102572
"Determining the importance of stopover destination attributes: Integrating stated importance, choice experiment, and eye-tracking measures", Steven Pike, Filareti Kotsi, Harmen Oppewal, Di Wang, Journal of Hospitality and Tourism Research, https://doi.org/10.1177/1096348020980818
"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 Science, https://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 Research, https://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
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.
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
Research area keywords
- Consumer behaviour
- Decision making
- Research methods
- Retail marketing
- Tourism marketing
- Choice Modelling
- Retail location
Collaborations and top research areas from the last five years
Recent external collaboration on country/territory level. Dive into details by clicking on the dots or
Projects
- 11 Finished
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Improving external validity of stated choice experiments
Bliemer, M. C. J. (Primary Chief Investigator (PCI)), Rose, J. (Chief Investigator (CI)), Oppewal, H. (Chief Investigator (CI)) & Lancsar, E. (Chief Investigator (CI))
Australian Research Council (ARC)
17/04/18 → 31/12/20
Project: Research
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Avoidance Behaviour in Financial Capability
Oppewal, H. (Primary Chief Investigator (PCI)), Vlaev, I. (Chief Investigator (CI)), Rotaru, K. (Chief Investigator (CI)) & Patel, K. (Chief Investigator (CI))
1/02/18 → 31/12/18
Project: Research
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Research into Insurance Disclosure Regimes
Malbon, J. & Oppewal, H.
8/11/16 → 31/12/17
Project: Research
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Behavioural Research - Advanced Exploration of the Mind
Oppewal, H. (Primary Chief Investigator (PCI)), Burnett, I. (Chief Investigator (CI)), Ciorciari, J. (Chief Investigator (CI)), Cornish, K. (Chief Investigator (CI)), Crewther, D. P. (Chief Investigator (CI)), Dyer, A. G. (Chief Investigator (CI)), Hunton, J. (Chief Investigator (CI)), Lancsar, E. (Chief Investigator (CI)) & Thomas, S. (Chief Investigator (CI))
Australian Research Council (ARC), Monash University, RMIT University, Swinburne University of Technology
6/06/13 → 31/07/14
Project: Research
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Enhancing and retaining donor relationships using weblogs
Matanda, M. (Primary Chief Investigator (PCI)), Bednall, T. (Chief Investigator (CI)), Bove, L. L. (Chief Investigator (CI)) & Oppewal, H. (Chief Investigator (CI))
17/06/11 → 31/07/11
Project: Research
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Disposal-based scarcity: how overstock reduction methods influence consumer brand perceptions and evaluations
Nguyen, O. D. Y., Bucic, T., Ngo, L. V. & Oppewal, H., 2023, In: Journal of the Academy of Marketing Science. 51, p. 1305-1326 22 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile5 Citations (Scopus) -
High expectations: how tourists cope with disappointing vacation experiences
Hossain, M. I., Oppewal, H. & Tojib, D., May 2023, In: Journal of Travel Research. 62, 5, p. 989-1009 21 p.Research output: Contribution to journal › Article › Research › peer-review
16 Citations (Scopus) -
No worries, eBay: displaying sales level information does not increase consumer price sensitivity
He, Y., Oppewal, H., Chung, Y. & Peng, L., 28 Nov 2023, In: European Journal of Marketing. 57, 12, p. 3099-3124 26 p.Research output: Contribution to journal › Article › Research › peer-review
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The effects of floor plan representations on preferences for apartments
Baker, J. & Oppewal, H., 2023, In: Journal of Housing and the Built Environment. 38, p. 727-752 26 p.Research output: Contribution to journal › Article › Research › peer-review
Open AccessFile6 Citations (Scopus) -
Determining the importance of stopover destination attributes: integrating stated importance, choice experiment, and eye-tracking measures
Pike, S., Kotsi, F., Oppewal, H. & Wang, D., 2022, In: Journal of Hospitality and Tourism Research. 46, 1, p. 125-146 22 p.Research output: Contribution to journal › Article › Research › peer-review
12 Citations (Scopus)
Prizes
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ANZMAC Distinguished Researcher of the Year
Oppewal, Harmen (Recipient), 2008
Prize: Prize (including medals and awards)
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Dean's Award for Research Excellence
Oppewal, Harmen (Recipient), 2012
Prize: Prize (including medals and awards)
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Journal of Retailing Outstanding Reviewer Award
Oppewal, H. (Recipient), Aug 2020
Prize: Prize (including medals and awards)
Activities
- 8 Editorial responsibility
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Journal of Retailing (Journal)
Harmen Oppewal (Editorial board member)
2012 → …Activity: Publication peer-review and editorial work types › Editorial responsibility
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Journal of Business Research (Journal)
Harmen Oppewal (Editorial board member)
2009 → 2013Activity: Publication peer-review and editorial work types › Editorial responsibility
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European Journal of Marketing (Journal)
Harmen Oppewal (Editorial board member)
2009 → …Activity: Publication peer-review and editorial work types › Editorial responsibility
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Australasian Marketing Journal (Journal)
Harmen Oppewal (Editorial board member)
2009 → …Activity: Publication peer-review and editorial work types › Editorial responsibility
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Journal of Travel Research (Journal)
Harmen Oppewal (Editorial board member)
2007 → …Activity: Publication peer-review and editorial work types › Editorial responsibility
Press/Media
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Online retailers use ‘live’ cues to sway our purchasing decisions – but which ones are more effective
5/12/17
1 Media contribution
Press/Media: Research
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