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Consumer Information Processing: Marketing Applications
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Consumer Information Processing: Marketing Applications
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In Consumer Information Processing: Marketing Applications, James R. Bettman bridges the gap between cognitive science and real-world marketing challenges. This book presents actionable insights into how consumers navigate complex information environments—offering marketers practical frameworks for shaping perceptions, influencing preferences, and guiding purchase decisions.
Bettman dives into consumer heuristics, brand comparisons, and the effects of information order and format. From packaging to promotions, he reveals how cognitive principles can be applied to optimize messaging, product presentation, and decision environments. This work goes beyond theory to show how information overload, attribute recall, and mental simplification impact marketing outcomes.
A must-read for marketers, behavioral strategists, and UX professionals, the book equips readers with evidence-based strategies to improve customer targeting, engagement, and conversion. It is a vital addition to the Legend in Consumer Behavior series, showcasing Bettman’s impact on the practice of marketing and the science behind it.
Pages: 320 pages
Paperback (ISBN): 9781636515922
Hardback (Color): 9781636515939
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 Choice and TheAdaptive 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 the Journal of Consumer Research (JCR), Journal of Consumer Psychology,Journal of Marketing Research, Journal of Marketing, and several other editorialboards; an Associate Editor for the Journal 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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