Rate My Professor Harmen Oppewal
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Creates a positive and welcoming vibe.
Creates a safe and inclusive space.
Helps students see the value in learning.
Helps students develop critical skills.
Creates dynamic and thought-provoking lessons.
Encourages students to think creatively.
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About Harmen
Harmen Oppewal is a Professor of Marketing in the Department of Marketing at Monash Business School, Monash University, where he also serves as Academic Director of ACRS. He earned a PhD from the Eindhoven University of Technology and degrees in geography and social psychology from the University of Groningen. Oppewal teaches consumer behaviour and research methods at both undergraduate and postgraduate levels. His research specializations encompass consumer behaviour in retail and services contexts, utilizing experimental, modelling, and interpretative approaches. Primary academic interests include choice modelling, retail marketing, decision making, tourism marketing, retail location, store atmospheres, pricing strategies, and visual attention in consumer choices.
Oppewal's distinguished career includes previous roles as Professor and Chair 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 Eindhoven University of Technology (Netherlands). At Monash, he headed the Department of Marketing from 2012 to 2018 and has contributed significantly to the Monash Business Behavioural Lab since 2010. He has garnered major awards such as the ANZMAC Distinguished Researcher of the Year (2008), Dean's Award for Research Excellence (2012), Fellow of the Australian and New Zealand Marketing Academy (2013), Journal of Retailing Outstanding Reviewer Award (2020), and Monash Business School Research Excellence Award (2025). Oppewal holds editorial positions including board member for Journal of Retailing (since 2012), European Journal of Marketing, Journal of Travel Research, Australasian Marketing Journal, and Journal of Business Research (2009-2013), and Associate Editor for Journal of Choice Modelling. His impactful publications in premier journals like Journal of Consumer Research, Journal of Marketing Research, Journal of Retailing, and Journal of the Academy of Marketing Science include "High expectations: how tourists cope with disappointing vacation experiences" (Journal of Travel Research, 2023), "Scarcity tactics in marketing: a meta-analysis of product scarcity effects on consumer purchase intentions" (Journal of Retailing, 2022), "Disposal-based scarcity: how overstock reduction methods influence consumer brand perceptions and evaluations" (Journal of the Academy of Marketing Science, 2023), and "No worries, eBay: displaying sales level information does not increase consumer price sensitivity" (European Journal of Marketing, 2023).