Richard Bagozzi

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.

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. Provided by Wikipedia