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.

Escalas, JE, and Bettman, JR. "You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands." Journal of Consumer Psychology 13.3 (January 2003): 339-348. Full Text

Luce, MF, Payne, JW, and Bettman, JR. "Coping with Unfavorable Attribute Values in Choice." Organ Behav Hum Decis Process 81.2 (March 2000): 274-299. Full Text

Luce, MF, Bettman, JR, and Payne, JW. "Attribute Identities Matter: Subjective Perceptions of Attribute Characteristics." Marketing Letters 11.2 (2000): 103-116.

Luce, MF, Payne, JW, and Bettman, JR. "Emotional Trade-Off Difficulty and Choice." Journal of Marketing Research 36.2 (May 1999): 143-143. Full Text

Payne, JW, Bettman, JR, and Schkade, DA. "Measuring Constructed Preferences: Towards a Building Code." Journal of Risk and Uncertainty 19.1-3 (1999): 243-270.

Bettman, JR, Luce, MF, and Payne, JW. "Constructive Consumer Choice Processes." Journal of Consumer Research 25.3 (December 1998): 187-217. Full Text

Luce, MF, Bettman, JR, and Payne, JW. "Choice processing in emotionally difficult decisions." Journal of Experimental Psychology. Learning, Memory, and Cognition 23.2 (March 1997): 384-405. Full Text

Payne, JW, Bettman, JR, and Luce, MF. "When Time Is Money: Decision Behavior under Opportunity-Cost Time Pressure." Organizational Behavior and Human Decision Processes 66.2 (May 1996): 131-152. Full Text

Payne, JW, Bettman, JR, Johnson, EJ, and Luce, MF. "An Information Processing Perspective on Choice." (1995): 137-175. Full Text