Research
My research concentrates on how people
evaluate (e.g. put a price tag on, choose among) the objects in their world. I
have been especially interested in how people manage difficult tradeoffs, such
as in settings that induce emotion, unfamiliarity, risk, and/or ethics. Recent
work has expanded this interest to include brand persistence, the marketing of
financial services, and the evolution of consumer preference over time.
Many of my papers also reflect an
interest in data analysis and scaling issues.
For published
research, please see vita .
Examples of other recent work and
work in progress:
Protected values and consumer choice,
with Jon Baron.
Preference learning, with Robert Meyer
Brand persistence, with Peter Golder.
Measuring discrete and continuous
variables, with Gary McClelland.
Research
Funding
- For information about a recent NSF grant, with Jim Davis (co PI), click here . The grant funded a number of ongoing projects in group
decision making.
Advance science and earn $$: Jon Baron is continually running interesting
experiments on the web-- he will pay you to participate. Click here
for more information.