Professor Bagozzi does basic research into human emotions, decision making, social identity, ethics, theory of mind, thoery of action, and neuroscience. This work has been applied to the study of consumers, patients, doctors, salespersons, managers, military officers, and organizations. He also does research into multivariate statistics and its relationship to measurement, construct validity, theory, hypotheses testing, and the philosophy of science. The methods he uses include experimentation, survey research, and qualitative research. Recently he has investigated biological bases of manager and consumer behavior by use of fMRI and EEG analyses and genetic and hormonal methods.