Stephen J. Heyman Professor; Professor of Marketing; Faculty Director, Wharton Behavioral Laboratory
Research Areas
Consumer and managerial decision making, particularly the interrelationships among attention, learning, memory, reasoning, confidence, decision making, and expertise in repeated choice environments.
Current Projects
Statistical reasoning and learning by consumers and managers, visual attention to in-store displays, the social impact of marketing , consumer information search and planning, aesthetic in product design, consumer knowledge about biosciences and personal finance, and measurement methods for heterogeneous decision processes.
Representative Publications
(with Joseph W. Alba and Eric Eisenstein)
“Heuristics and Biases in Data-Based Decision Making: The Effects of Experience, Training, and Graphical Data Displays,” Journal of Marketing Research (forthcoming)
(with Gal Zauberman and Robert J. Meyer)
“On the Interpretation of Temporal Inflation Parameters in Stochastic Models of Judgment and Choice,” Marketing Science, (forthcoming)
(with Pierre Chandon, Eric Bradlow, and Scott H. Young)
"Does In-Store Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase," Journal of Marketing, (forthcoming).
(with Thomas Otter, Joe Johnson, Joerg Rieskamp, Greg M. Allenby, Jeff D. Brazell, Adele Diederich, Steven MacEachern, Shiling Ruan, and Jim Townsend)
“Sequential Sampling Models of Choice: Some Recent Advances.” Marketing Letters, 19 (3-4), (2008).
(with Yanliu Huang)
"Counting Every Thought: Implicit Measures of Cognitive Responses to Advertising," Journal of Consumer Research. 35 (June), (2008).
(with Eric M. Eisenstein)
"Consumer Learning and Expertise," in Handbook of Consumer Psychology, eds. Curtis P. Haugtvedt, Paul M. Herr, and Frank R. Kardes, New York: LEA/Psychology Press, (2008).
Education
PhD, Stanford University, 1981; BS, Duke University, 1975
Recent Consulting
New product development in the software and chemical industries; Expert witness/consultant regarding marketing research, consumer decision making, and brand equity in computer, insurance, automobile rental and communications industries
Career and Recent Professional Awards; Teaching Awards
Outstanding Article, Journal of Consumer Research, 1985-87; Best Article Award for the Journal of Consumer Research, 2000; 2008 Sheth Foundation/Journal of Consumer Research Long-Term Contribution Award.
Academic Positions Held
Wharton: 1996-present
(named Stephen J. Heyman Professor, 2001).
University of Pennsylvania: 1994-present.
Previous appointment: University of Florida
Other Positions
Visiting scholar, SAMI/Burke Marketing Research, Inc., 1988-89; Visiting scholar, Duke University, 2005-06
Professional Leadership 2005-2009
Editorial Review Board, Marketing Science, 1990-present; Editorial Review Board, Journal of Consumer Research, 1987-present; Editorial Review Board, Journal of Marketing Research, 2007-present
