University Libraries Promotion and Tenure Recognition
William T. Ross Jr.
Professor of Marketing
Book Title
An Information Processing Theory of Consumer Choice
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.
Year
2004