Penn State

William T. Ross Jr. - Professor of Marketing, Penn State University Park

Book Title: An Information Processing Theory of Consumer Choice

Author: James R. Bettman

Book Description:

Written by a teacher of mine when I was a doctoral student at Duke University, this book introduced me to behavioral decision making, the theoretical perspective that I have tended to follow throughout my career. It is the "bible" of information processing scholars in marketing and consumer behavior even 25 years later.


Site maintained by Public Relations and Marketing
Penn State is committed to affirmative action, equal opportunity, and the diversity of its workforce.
©2004 The Pennsylvania State University
U.Ed. LIB 04-64      last updated 8/10/10 wh