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Adaptive Decision Making
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Adaptive Decision Making
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Adaptive Decision Making by James R. Bettman explores how individuals and consumers adjust their decision-making strategies based on context, complexity, and evolving goals. Unlike static models of behavior, this book emphasizes flexibility—how people shift between intuitive shortcuts and analytical thinking depending on the situation.
Drawing from decades of behavioral and cognitive research, Bettman delves into topics such as dynamic preferences, decision strategies under time pressure, and how feedback influences future choices. He also investigates the role of motivation, learning, and uncertainty in shaping consumer behavior across diverse environments.
This book is essential reading for professionals in marketing, behavioral economics, and design who aim to understand how real-world decisions deviate from idealized models. With clear explanations and empirical foundations, Bettman presents a practical framework for interpreting decision-making as a fluid and adaptive process.
Part of the Legend in Consumer Behavior series, this book captures the evolution of decision science and offers powerful insights for anyone seeking to influence or predict behavior in an ever-changing marketplace.
Pages: 480 pages
Paperback (ISBN): 9781636515946
Hardback (Color): 9781636515953
Trim Size: 6x9
Category: Business & Economics
Author: James R. Bettman
James R. Bettman is Burlington Industries Professor Emeritus of Marketing at theFuqua School of Business at Duke University. He received his BA(mathematics–economics) and PhD (administrative sciences) from YaleUniversity. Prior to joining Duke, he was on the faculty at University of California,Los Angeles (UCLA). His research has focused on consumer informationprocessing and decision-making, particularly constructive preferences; howdecision-makers adapt; effects of emotion; the role of nonconscious processes;and how people build identities using consumption. His publications includetwo books,An Information Processing Theory of Consumer ChoiceandTheAdaptive Decision Maker; a monograph, “Emotional Decisions: Tradeoff Difficultyand Coping in Consumer Choice”; and over 130 research papers in marketing,consumer research, psychology, management, and neuroscience. He has beenon theJournal of Consumer Research(JCR),Journal of Consumer Psychology,Journal of Marketing Research, Journal of Marketing, and several other editorialboards; an Associate Editor for theJournal of Marketing Research; and a co-editor for JCR. Bettman has been recognized for PhD mentorship throughout hiscareer, receiving Duke’s Award for Excellence in Mentoring and career mentoringawards from the American Marketing Association and the Association forConsumer Research. He has chaired or co-chaired forty-eight PhD committeesand has been a member on over seventy other PhD committees. ProfessorBettman is a Fellow of the American Psychological Association, the AmericanPsychological Society, the Association for Consumer Research, andthe American Marketing Association, and a past president of the Association forConsumer Research. In addition to his mentoring awards, he has received theConverse Award, the AMA/Irwin/McGraw-Hill Distinguished Marketing EducatorAward, Consumer Behavior Special Interest Group Lifetime Achievement Award,Harold Maynard Award, Paul Green Award, and William O’Dell Award from theAmerican Marketing Association; a Career Contribution Award from the Societyfor Consumer Psychology; a Distinguished Service Award and an OutstandingReviewer Award from the Journal of Consumer Research; and was awarded theLeo Melamed Prize for outstanding scholarship. He also received teachingawards at both UCLA and Duke. In addition to research and mentoring PhDstudents, Professor Bettman’s loves are his wife Joan, his son David, darkchocolate, and rock and roll (ranging from the music of the 1950s to oftenobscure current alternative bands).
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