James R. Bettman

James R. Bettman

Burlington Industries Professor of Business Administration

Education & Training

  • Ph.D., Yale University 1969

  • M.Phil., Yale University 1969

  • B.A., Yale University 1965


Dr. James R. Bettman is Burlington Industries Professor of Business Administration and a member of the marketing area at the Fuqua School of Business and Professor of Psychology and Neuroscience at Duke University. He received both his BA (mathematics-economics) and his PhD (administrative sciences) from Yale University. Prior to his appointment at Duke, he was on the faculty at UCLA. Professor Bettman’s teaching interests are in consumer behavior. His research focuses on consumer information processing and decision making, particularly constructive preferences, how decision makers adapt to different situations, effects of emotion and stress on decision making, the role of nonconscious processes in consumer behavior, and how people use consumption in forming identities. Professor Bettman's publications include two books, An Information Processing Theory of Consumer Choice and The Adaptive Decision Maker, and a monograph, Emotional Decisions: Tradeoff Difficulty and Coping in Consumer Choice. His research papers (over 120) appear in journals in marketing, consumer research, psychology, management, and neuroscience. He is a member of the editorial review boards for the Journal of Consumer Research, Journal of Marketing Research, and Journal of Consumer Psychology. He is an associate editor for the Journal of Marketing Research and has previously served as co-editor for the Journal of Consumer Research and editor of Monographs of the Journal of Consumer Research. Professor Bettman has been recognized for his teaching and mentorship throughout his career. He received the Duke University Dean’s Award for Excellence in Mentoring in 2006 and the NCNB Faculty Award for the Fuqua School. He was also named the Duke University Scholar/Teacher of the Year. He has chaired or co-chaired forty PhD committees at Fuqua and at UCLA. He is a Fellow of the American Psychological Association, the American Psychological Society, and the Association for Consumer Research. He has received the Converse Award, the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award, Consumer Behavior Special Interest Group Lifetime Achievement Award, Harold Maynard Award, and William F. O’Dell Award from the American Marketing Association; a career contribution award from the Society for Consumer Psychology; a distinguished service award from the Journal of Consumer Research; and was awarded the Leo Melamed Prize for outstanding scholarship. Professor Bettman has also shared his expertise through testimony before the Federal Trade Commission, advice to the US Court, Central District of California, and work with various companies.

Cavanaugh, LA, Cutright, KM, Luce, MF, and Bettman, JR. "Hope, pride, and processing during optimal and nonoptimal times of day." Emotion (Washington, D.C.) 11.1 (February 2011): 38-46. Full Text

Malkoc, SA, Zauberman, G, and Bettman, JR. "Unstuck from the concrete: Carryover effects of abstract mindsets in intertemporal preferences." Organizational Behavior and Human Decision Processes 113.2 (November 2010): 112-126. Full Text

Zauberman, G, Kim, BK, Malkoc, SA, and Bettman, JR. "Discounting Time and Time Discounting: Subjective Time Perception and Intertemporal Preferences." Journal of Marketing Research 46.4 (August 2009): 543-556. Full Text

Venkatraman, V, Payne, JW, Bettman, JR, Luce, MF, and Huettel, SA. "Separate neural mechanisms underlie choices and strategic preferences in risky decision making." Neuron 62.4 (May 28, 2009): 593-602. Full Text

"Using fMRI to inform marketing research: Challenges and opportunities." Journal of Marketing Research 46.1 (February 1, 2009): 17-19.

Ferraro, R, Bettman, JR, and Chartrand, TL. "The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice." Journal of Consumer Research 35.5 (February 2009): 729-741. Full Text

Huettel, SA, Payne, JW, Yoon, C, Gonzalez, R, Bettman, JR, Hedgcock, W, and Rao, AR. "Commentaries and Rejoinder to “Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study”." Journal of Marketing Research 46.1 (February 2009): 14-24. Full Text

Bond, SD, Bettman, JR, and Luce, MF. "Consumer Judgment from a Dual-Systems Perspective." (January 2009): 3-37. Full Text

Bettman, JR, Prelec, D, and Yoon, C. "Consumer Neuroscience: Current State of Knowledge and Future Research Directions." ADVANCES IN CONSUMER RESEARCH, VOL XXXVI 36 (2009): 817-817.

Payne, JW, Samper, A, Bettman, JR, and Luce, MF. "Boundary conditions on unconscious thought in complex decision making." Psychological Science 19.11 (November 2008): 1118-1123. Full Text


Bettman, JR. "Behavioral Decision Research: A Constructive Processing Perspective." Annual Review of Psychology, 1992. 87-131.

Bettman, JR, Johnson, EJ, and Payne, JW. "Consumer Decision Making." Handbook of Consumer Behavior. Ed. TS Robertson and HH Kassarjian. Prentice Hall, 1991. 50-54.

Bettman, JR, Payne, JW, and Johnson, EJ. "The Adaptive Decision Maker: Effort and Accuracy in Choice." Insights in Decision Making: A Tribute to Hillel J.Einhorn. University of Chicago Press, 1990. 129-153.

Bettman, JR, Payne, JW, and Staelin, R. "Guidelines for Designing an Effective Labeling System: Cognitive Considerations in Presenting Risk Information." Learning About Risk. Ed. K Viscusi and W Magat. Harvard University Press, 1987. 13-41.

Bettman, JR. "Decision Net Models of Buyer Information Processing and Choice: Findings, Problems, and Prospects." Buyer/Consumer Information Processing. Ed. GD Hughes and ML Ray. University of North Carolina Press, 1974. 59-74.

Bettman, JR, and Escalas, JE. "The Brand is Me: Exploring the Effect of Self-Brand Connections on Processing Brand Information as Self-Information." Routledge Companion to Identity and Consumption. Ed. AA Ruvio and RW Belk. New York: Routledge. 366-374.

Luce, MF, Bettman, JR, and Bond, SD. "Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues." Review of Marketing Research. Ed. NK Malhotra. Armonkm NY: ME Sharpe.

Luce, MF, Bettman, J, and Payne, JW. "Minimizing Negative Emotion as a Decision Goal: Investigating Emotional Trade-off Difficulty." The Why of Consumption. Ed. Huffman, Mick, and Ratneshwar.

Luce, MF, Payne, JW, and Bettman, JR. "The Impact of Emotional Trade-Off Difficulty on Decision Behavior (In preparation)." Conflict and Tradeoffs in Decision Making: Essays in Honor of Jane Beattie. Ed. G Loomes and J Baron.

Luce, MF, Payne, JW, Bettman, JR, and Johnson, EW. "An Information Processing Perspective on Choice." Decision Making from a Cognitive Perspective: Psychology of Learning and Motivation. Ed. JR Busemeyer, R Hastie, and DL Medin. Academic Press. 137-175.