Personal profile

Biography

Bio

Harmen Oppewal is a Professor of Marketing and Head of the Department 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 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.

 

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, 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 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:

"See How Much We've Sold Already!  Effects of Displaying Sales and Stock Level Information on Consumers' Online Product Choices", Yongfu He and Harmen Oppewal, Journal of Retailinghttp://dx.doi.org/10.1016/j.jretai.2017.10.002 

"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 

"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 

"A trial engagement? Innovative free and other service trials", David Bednall, Harmen Oppewal, Krongjit Laochumnanvanit, Cuc Nguyen, Journal of Services Marketing, accepted. 

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.

Keywords

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

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2003 2020

Improving external validity of stated choice experiments

Bliemer, M., Rose, J., Oppewal, H. & Lancsar, E.

17/04/1831/12/20

Project: Research

Enhancing and retaining donor relationships using weblogs

Matanda, M., Bednall, T., Bove, L. & Oppewal, H.

Australian Red Cross HQ

17/06/1131/07/11

Project: Research

Modelling the Tourism Consumer Destination Choice Process

Oppewal, H., Crouch, G. & Huijbers, T.

30/06/0530/06/08

Project: Research

Research Output 2001 2018

A trial engagement? Innovative free and other service trials

Bednall, D. H. B., Oppewal, H., Laochumnanvanit, K. & Nguyen, C. 1 Jan 2018 In : Journal of Services Marketing. 32, 1, p. 46-56 11 p.

Research output: Contribution to journalArticle

Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research

Meißner, M., Pfeiffer, J., Pfeiffer, T. & Oppewal, H. 2017 (Accepted/In press) In : Journal of Business Research. 14 p.

Research output: Contribution to journalArticle

Inferring future vacation experience preference from past vacation choice: A latent class analysis

Crouch, G. I., Huybers, T. & Oppewal, H. 2016 In : Journal of Travel Research. 55, 5, p. 574 - 587 14 p.

Research output: Contribution to journalArticle

Prizes

ANZMAC Distinguished Researcher of the Year

Harmen Oppewal (Recipient), 2008

Prize: Prize (including medals and awards)

Dean's Award for Research Excellence

Harmen Oppewal (Recipient), 2012

Prize: Prize (including medals and awards)

Fellow of ANZMAC

Harmen Oppewal (Recipient), 2013

Prize: Election to learned society

Activities 1995 2012

  • 8 Editorial responsibility

Journal of Retailing (Journal)

Oppewal, H. (Editorial board member)
2012 → …

Activity: Editorial responsibility

Australasian Marketing Journal (Journal)

Oppewal, H. (Editorial board member)
2009 → …

Activity: Editorial responsibility

European Journal of Marketing (Journal)

Oppewal, H. (Editorial board member)
2009 → …

Activity: Editorial responsibility

Journal of Business Research (Journal)

Oppewal, H. (Editorial board member)
20092013

Activity: Editorial responsibility

Journal of Choice Modelling (Journal)

Oppewal, H. (Editorial board member)
2007 → …

Activity: Editorial responsibility

Press / Media