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Personal profile



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. 


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 Serviceshttps://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 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 

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):

  • SDG 8 - Decent Work and Economic Growth
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production
  • SDG 13 - Climate Action

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