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.

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