Consumer Decision-making, Impact of benchmarks in the evaluation of products and services


Researcher and Fellow since 2001, H. Onur Bodur is an Associate Professor in the Department of Marketing at the John Molson School of Business at Concordia University.

He holds a PhD in marketing from the University of Virginia (Virginia Tech). His main areas of interest are reference dependency and consumer satisfaction, reference pricing, group decision making, changing preferences in the decision-making process, and Bayesian decision theory.

Dr. Bodur received his M.S. and Ph.D. in marketing from Virginia Tech and joined Concordia University in 2000. His main area of research is consumer decision making and its implications for public policy and marketing. Her research focuses on in-store effects on purchasing decisions, socially responsible consumption and marketing practices, social influences on consumer choices, and consumer reactions to price information.  In his research, Dr. Bodur uses a number of different methodologies that include laboratory experiments, surveys and field studies using self-assessments, behavioural observations and neurophysiological measures.
His research has implications for brand management, product design, online and offline retailers, product placement, pricing, online consumer environments and the promotion of socially responsible consumption and positive health behaviours. He actively supervises research projects at the master's and doctoral level, and organizes professional development and training workshops for researchers.

Dr. Bodur's research has been funded by SSHRC, FQRSC, Bell, CRIR, DOCSE and other private companies. He has presented his work and chaired sessions at internationally renowned academic conferences such as CAB, CPA, EMAC and Marketing Science. Dr. Bodur's publications have appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, Journal of Retailing, Psychology & Marketing, Journal of Business Ethics.

Mr. Bodur has taught at the undergraduate and graduate levels and his teaching portfolio includes courses on consumer behaviour, marketing management, marketing research, pricing, research methodology, social responsibility and public policy issues in marketing. He is also the co-author of Effective Marketing Research in Canada. Mr. Bodur has been nominated several times for the John Molson School of Business Best Teacher Award.  He was Director of the Centre for Multidisciplinary Behavioural Business Research (CMBBR).

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