John Wesley Hutchinson Faculty Profile

John Wesley Hutchinson
Stephen J. Heyman Professor; Professor of Marketing

PhD, Stanford University, 1981; BS, Duke University, 1975

Research Areas
Consumer and managerial decision making; information search and learning; marketing research methods; multidimensional scaling and cluster analysis

Recent Consulting
Expert witness/consultant regarding marketing research, consumer decision making, and brand equity in computer, insurance, and communications industries

Current Projects
Normative and descriptive models of brand awareness, statistical reasoning and learning by consumers and managers, visual attention to in-store displays, social distance, and measurement methods for heterogeneous decision processes.

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

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

Professional Leadership 2003-2007
President, Association for Consumer Research, 2003; Area Editor, Marketing Science, 1994-99; Editorial Review Board, Marketing Science, 1990-present; Editorial Review Board, Journal of Consumer Research, 1987-present

Representative Publications
"Are We the Good Guys?" Advances in Consumer Research (2004).

(with D. T. Banks and R. J. Meyer)
"Reputation in Marketing Channels: Repeated-Transaction Bargaining with Two-Sided Uncertainty." Marketing Science 21 (Summer 2002).

(with W. Kamakura and J. L. Lynch)
"Unobserved Heterogeneity as an Alternative Explanation for 'Reversal' Effects in Behavioral Research." Journal of Consumer Research 27, 324-344 (December 2000).

(with J. W. Alba)
"Knowledge Calibration: What Consumers Know and What They Think They Know." Journal of Consumer Research 27 (September 2000).

(with J.W. Alba)
"Heuristics and Biases in the 'Eye-Balling' of Data: The Effects of Context on Intuitive Correlation Assessment." Journal of Experimental Psychology: Learning, Memory, & Cognition. 23 (May 1997).

(with M. Mantrala and K. Raman)
"Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall." Journal of Marketing Research 31 (November 1994).