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Richard Paul Bagozzi
Born (1946-03-06) March 6, 1946 (age 78)
Detroit, Michigan
NationalityItalian and American
EducationBSEE
MS
MBA
MA
PhD
Alma materKettering University
University of Colorado
Wayne State University
University of St. Thomas
Northwestern University
Occupation(s)Behavioral and social scientist
Scientific career
FieldsBusiness management
Psychology
Behavioral science
Social science
Health sciences
InstitutionsUniversity of Michigan
Websitehttps://www.richardbagozzi.com/

Richard Paul Bagozzi is an Italian American behavioral and social scientist most known for his work in theory, methodology and empirical research. He is the Dwight F. Benton Professor Emeritus of Marketing at the University of Michigan.[1]

Bagozzi's research is focused on understanding human action, focusing on the distinction between events happening to individuals and their control over events. His work examines individual, interpersonal, and group behaviors amid societal tensions like capitalism and socialism, studying subjects such as consumers, citizens, managers, healthcare professionals, and patients. His research spans the impact of actions on personal and societal well-being, using methods from social psychology and emotion research. He employs surveys, qualitative research, and experiments, often using structural equation models, and incorporates neuroscience techniques like fMRI, EEG, hormonal, and genetic research.[2]

Biography

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Born in Detroit, Michigan in 1946, Bagozzi completed his undergraduate education in electromagnetic field theory at General Motors Institute (Kettering University) in 1970. He received an MS in Electrical Engineering and Applied Mathematics from the University of Colorado in 1969, followed by an MBA in General Business from Wayne State University in 1972. His PhD was awarded to him by Northwestern University in 1976, where he studied marketing, psychology, sociology, statistics, philosophy, and anthropology. In 2005, he earned an MA in theology from the University of St. Thomas, Houston.[1]

Bagozzi began his academic career in 1976 as an Assistant Professor at the University of California, Berkeley, then became an Associate Professor at the Massachusetts Institute of Technology (MIT) in 1979, and afterward moved to Stanford University as an Associate Professor in 1983. Following this, he became a full Professor at the University of Michigan in 1986, where he stayed for 33 years, before retiring in 2023.[1] During his time at Michigan, he went away for 6 years to Rice University to help the Provost Gilbert Whitaker in building the school of management.[3]

Bagozzi has received teaching awards including the Undergraduate School of Business Award (1977-1978) and the University-wide Outstanding Teaching Award, both from the University of California, Berkeley (1978),[4] along with the Outstanding Ph.D. Teaching Award from the University of Michigan (1994, 1998). He is a Fellow of the American Marketing Association,[5] the Association for Consumer Research,[6] the Association for Psychological Science, the Society of Multivariate Experimental Psychology, and the Michigan Society of Fellows.[7]

Bagozzi was a Senior Fulbright Hays Research Scholar in Germany (1981-1982) and is the recipient of honorary doctorates from the University of Lausanne, Switzerland (2001), Antwerp University, Belgium (2008),[8] and the Norwegian School of Economics (2011).[9] He was awarded the Medal of Science by the University of Bologna, Italy (2013),[10] and was ranked among the top 1% most cited researchers in economics and business between 2002 and 2012 and in the World's Most Influential Scientific Minds in 2014 by Thomson Reuters.[11]

Work

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Bagozzi has contributed to the fields of business – marketing, management and organizations, information science, ethics and corporate social responsibility – and in psychology, sociology, statistics, economics, and the health sciences. Much of this work is marked by empirical research grounded in integration of theory and measurement.[2]

Marketing as (social) exchange

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Bagozzi proposed marketing as a (social) exchange for the basis of the field.[12][13][14] In 2018, he added three systems or processes to marketing as an exchange to undergird its meaning: goal-directed behavior and self-regulation, neuroscience/genes/hormones, and the role of trust, competition, and cooperation in exchanges.[15]

Consumer behavior

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Introducing the notions of emotions, desires, the self-concept, and self-regulation into attitude theory, Bagozzi moved research from the dominant evaluative paradigm of the day to a more expansive conceptualization spanning subfields of psychology and drawing upon philosophical perspectives on desire.[16][17] This work incorporated determinants of action such as trying to consume,[18] social identity,[17][19] anticipated emotions,[20] desires[19][21] and intentions,[22] building on and extending the model of goal-directed behavior.[23] Another aspect of his work in consumer behavior is his research on promotion/prevention focus and fit in health care decisions[24] on the material self,[25] and on conspicuous consumption.[26]

Emotion in marketing

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In the 1970s, Bagozzi introduced ideas and empirical research rooted in basic emotions and their cross-cultural differences,[27] self-conscious emotions,[28][29] moral emotions,[30][31] and empathy.[32] His work has explored the role of emotions in goal-directed actions, as well as anticipated and anticipatory senses,[17][20][33] and can be found in studies of consumers, managers, patients, and healthcare workers.[34][35]

Big concepts

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Bagozzi argued that big ideas or big concepts (big data) are large conceptual schemes that are organized multidimensionally in either sequential[36][37] or hierarchical structures.[38] According to him, most theories and tests of hypotheses in consumer research and psychology use variables (independent, dependent, mediating, moderating) that are unidimensional and defined as singular concepts and measured with singular scales as averages of items.[39] He showed that higher-order mental structures have capacities and functions not easily, if at all, reducible to the parts represented by lower-order factors or scales. His research further highlighted that hierarchical mental structures possess two general features: they represent subjective experiences, becoming integral to individuals' sense of self and their relationships with the world and others, and they wield explanatory power, functioning holistically as variables within broader theories, whether as independent, dependent, mediating, or moderating elements. As a result, he concluded that big concepts in these senses resemble emergent phenomena and hylomorphic phenomena described in philosophy.[40] Examples include brand love,[41] brand hate,[42] brand coolness,[43][44] and the material self.[25]

Measurement and methodology

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In Bagozzi's perspective, the classical consideration of ideas and theories significantly influences their measurement and study methodologies.[40] In the holistic construal, he suggested a symbiosis between theory and method, where the measurement and testing of theories and ideas influence their perception.[45][46] He analyzed this relationship through studies on construct validity[47][48] and the philosophical underpinnings of measurement.[49] His research on measurement and methodology has shown that construct validity poses special problems for artificial intelligence.[40]

Neuroscience, genetics and hormones

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Bagozzi proposed that biology constitutes an important framework for studying individual and interpersonal behavior and has made contributions in this area. He focused on the explanation of behavior of managers and consumers, by use of concepts and methods in neuroscience,[50][51] genetics,[52] and hormones.[53][54]

Organizational behavior

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Bagozzi has conducted a program of research with managers, primarily sales account managers. This has included work on the relationship between performance and satisfaction,[55] sales call anxiety,[56][57] and self-conscious emotions such as pride,[58][59] shame[55] and embarrassment.[60] Much of his work in neuroscience, genetics, hormones, and other research has been in collaboration with sales managers. He has examined the concept of social identity in organizations[61][62] and extended his contributions to measurement, methodology,[45][63][64][48] neuroscience, genetics, and hormones to organizational behavior.[50]

Corporate social responsibility

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Bagozzi's program of research in moral behavior has examined offshoring,[65][66] reshoring,[67] digital piracy,[68] corporate green actions,[30][69] labor practices,[31][70] business relations with the local community and contracts and relationships with other companies.[71] His recent research looked into bribery,[72] climate change and COVID-19.[73]

Health sciences

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Bagozzi has published in health journals to develop and test theories and to conduct substantive research. His work includes studies of blood donors,[74] bone narrow donors,[75] physician use of drug information sources,[76] processing of drug information by elderly patients,[77] body weight maintenance,[78] decision making by pharmacy and therapeutics committees,[79][80] self-regulation of hypertension,[81] direct to consumer drug advertising,[82][83] nutrition,[24] hormone replacement therapy,[84] blood glucose maintenance,[85] and social disparities in diabetes medication adherence.[86]

Happiness and well-being

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Bagozzi's theory of happiness is grounded in goal directed behavior and self-regulation, as well as expressive behavior. He has utilized a holistic approach, and his theory incorporates first- and second-person processes with third person perspectives, and has biological, psychological, and social components.[87]

Awards and honors

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  • 1978 – University-wide Outstanding Teaching Award, University of California, Berkeley[4]
  • 1994, 1998 – Outstanding Ph.D. Teaching Award, University of Michigan
  • 2013 – Medal of Science, University of Bologna[10]
  • 2014 – The World’s Most Influential Scientific Minds, Thomson Reuters[11]

Bibliography

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Selected books

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  • Causal models in marketing (1980) ISBN 978-0471015161
  • Philosophical and Radical Thought in Marketing (1987) ISBN 978-0669143010
  • Marketing Management (1998) ISBN 978-0023051623
  • Atteggiamento intenzioni comportamento (1999) ISBN 9788-846414519
  • The Social Psychology of Consumer Behaviour (2002) ISBN 978-0335207220

Selected articles

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  • Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16, 74-94.
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1989). User acceptance of computer technology: A comparison of two theoretical models. Management science, 35(8), 982-1003.
  • Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative science quarterly, 421-458.
  • Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of applied social psychology, 22(14), 1111-1132.
  • Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the academy of marketing science, 27(2), 184-206.
  • Bagozzi, R. P., Mari, S., Oklevik, O., & Xie, C. (2023). Responses of the public towards the government in times of crisis. British Journal of Social Psychology, 62(1), 359-392.

References

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  1. ^ a b c "Michigan Ross–Richard Bagozzi".
  2. ^ a b "Google Scholar–R. P. Bagozzi".
  3. ^ "Service Award Recipients".
  4. ^ a b "UC Berkeley–Past DTA Recipients".
  5. ^ "About the AMA Fellows".
  6. ^ "Fellow in Consumer Behavior Award".
  7. ^ "Michigan Society of Fellows–Senior Fellows".
  8. ^ "University of Antwerp–Honorary degrees 2009-2000".
  9. ^ "Honorary Doctorates at NHH".
  10. ^ a b "ISA Medal for Sciences".
  11. ^ a b "Dr. Rick Bagozzi Hailed Among "The World's Most Influential Scientific Minds 2014"".
  12. ^ "Marketing as Exchange".
  13. ^ "Marketing as Exchange: A Theory of Transactions in the Marketplace".
  14. ^ "Marketing as an Organized Behavioral System of Exchange: A comprehensive and analytic structure for interpreting behavior in marketing relationships".
  15. ^ "Three systems underpinning marketing behavior".
  16. ^ "The Self-Regulation of Attitudes, Intentions, and Behavior".
  17. ^ a b c "Consumer Action: Automaticity, Purposiveness, and Self-Regulation".
  18. ^ "Trying to Consume".
  19. ^ a b "Multiple Routes for Social Influence: The Role of Compliance, Internalization, and Social Identity".
  20. ^ a b "Goal-directed Emotions".
  21. ^ "The distinction between desires and intentions".
  22. ^ "Intentional social action in virtual communities".
  23. ^ "The role of desires and anticipated emotions in goal-directed behaviours: Broadening and deepening the theory of planned behaviour".
  24. ^ a b "When planning is not enough: The self-regulatory effect of implementation intentions on changing snacking habits".
  25. ^ a b "The material self".
  26. ^ "Conspicuous consumption: A meta-analytic review of its antecedents, consequences, and moderators".
  27. ^ "The Role of Culture and Gender in the Relationship between Positive and Negative Affect".
  28. ^ "Culture moderates the self-regulation of shame and its effects on performance: The case of salespersons in the Netherlands and the Philippines".
  29. ^ "Understanding the consequences of pride and shame: How self-evaluations guide moral decision making in business".
  30. ^ a b "The role of moral emotions and individual differences in consumer responses to corporate green and non-green actions".
  31. ^ a b "Explaining Consumer Reactions to Corporate Social Responsibility: The Role of Gratitude and Altruistic Values".
  32. ^ "Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior".
  33. ^ "Future-oriented emotions: conceptualization and behavioral effects".
  34. ^ "The Role of Emotions in Marketing".
  35. ^ "Foundations of Emotional Research and Its Application".
  36. ^ "Antecedents and purchase consequences of customer participation in small group brand communities".
  37. ^ "Contribution Behavior in Virtual Communities".
  38. ^ "Brand love: development and validation of a practical scale".
  39. ^ "Psychological Underpinnings of Brands".
  40. ^ a b c "Philosophical Foundations of Concepts and Their Representation and Use in Explanatory Frameworks".
  41. ^ "Brand Love".
  42. ^ "Brand hate".
  43. ^ "Brand Coolness".
  44. ^ "How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use".
  45. ^ a b "Representing and Testing Organizational Theories: A Holistic Construal".
  46. ^ "A Prospectus for Theory Construction in Marketing".
  47. ^ "Multitrait-Multimethod Matrices in Consumer Research Get access Arrow".
  48. ^ a b "Assessing Construct Validity in Organizational Research".
  49. ^ "Measurement and Meaning in Information Systems and Organizational Research: Methodological and Philosophical Foundations".
  50. ^ a b "A Sales Force–Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging".
  51. ^ "Genetic and neurological foundations of customer orientation: field and experimental evidence".
  52. ^ "Genetic and psychological underpinnings of motivation and satisfaction of industrial salespeople".
  53. ^ "Postgame testosterone levels of individuals in team-based status games are affected by genetic makeup, gender, and winning versus losing".
  54. ^ "Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions".
  55. ^ a b "Performance and Satisfaction in an Industrial Sales Force: An Examination of their Antecedents and Simultaneity".
  56. ^ "Sales Call Anxiety: Exploring What it Means When Fear Rules a Sales Encounter".
  57. ^ "Coping with sales call anxiety: The role of sale perseverance and task concentration strategies".
  58. ^ "Salesperson self-regulation of pride: Effects on adaptability, effort, and citizenship behaviors between independent-based and interdependent-based cultures".
  59. ^ "The adaptive consequences of pride in personal selling".
  60. ^ "Exploring the role of self- and customer-provoked embarrassment in personal selling".
  61. ^ "Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization".
  62. ^ "Customer–organization relationships: Development and test of a theory of extended identities".
  63. ^ "On measuring organizational properties of distribution channels: methodological issues in the use of Key information".
  64. ^ "Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions at work".
  65. ^ "The effects of company offshoring strategies on consumer responses".
  66. ^ "Managing Customer Uncertainty in Making Service Offshoring Decisions".
  67. ^ "Consumer stakeholder responses to reshoring strategies".
  68. ^ "The Role of Shame and Virtues in the Self-Regulation of Decisions to Engage in Digital Piracy".
  69. ^ "My Anger Is Your Gain, My Contempt Your Loss: Explaining Consumer Responses to Corporate Wrongdoing".
  70. ^ "Consumer response to corporate irresponsible behavior: Moral emotions and virtues".
  71. ^ "The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences".
  72. ^ "Moral Reactions to Bribery are Fundamentally Different for Managers Witnessing and Managers Committing Such Acts: Tests of Cognitive-Emotional Explanations of Bribery".
  73. ^ "Responses of the public towards the government in times of crisis".
  74. ^ "Attitudes, intentions, and behavior: A test of some key hypotheses".
  75. ^ "Decisions to donate bone marrow: The role of attitudes and subjective norms across cultures".
  76. ^ "Factors Related to Physicians' Attitudes and Beliefs toward Drug Information Sources".
  77. ^ "Understanding How Elderly Patients Process Drug Information: A Test of a Theory of Information Processing".
  78. ^ "Goal-striving and the implementation of goal intentions in the regulation of body weight".
  79. ^ "Examining the Activities of Pharmacy and Therapeutics Committees: An Exploratory Study".
  80. ^ "Inter-role Relationships in Hospital-based Pharmacy and Therapeutics Committee Decision Making".
  81. ^ "Decision making and effort in the self-regulation of hypertension: Testing two competing theories".
  82. ^ "A cross-media content analysis of motivational themes in direct-to-consumer prescription drug advertising".
  83. ^ ""Give Me Happiness" or "Take Away My Pain": Explaining consumer responses to prescription drug advertising".
  84. ^ "Decision-making about the use of hormone therapy among perimenopausal women".
  85. ^ "A simple and promising tool to improve self-monitoring of blood glucose in patients with diabetes".
  86. ^ "Racial disparities in type 2 diabetes medication adherence in medicaid adults with developmental disabilities".
  87. ^ "Some Thoughts on Happiness, Well-being, and a Meaningful Life for Academics".
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