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In Consumer Information Processing: Marketing Applications, James R. Bettman bridges the gap between cognitive science and real-world marketing challenges. This book presents actionable insights into how consumers navigate complex information environments—offering marketers practical frameworks for shaping perceptions, influencing preferences, and guiding purchase decisions.
Bettman dives into consumer heuristics, brand comparisons, and the effects of information order and format. From packaging to promotions, he reveals how cognitive principles can be applied to optimize messaging, product presentation, and decision environments. This work goes beyond theory to show how information overload, attribute recall, and mental simplification impact marketing outcomes.
A must-read for marketers, behavioral strategists, and UX professionals, the book equips readers with evidence-based strategies to improve customer targeting, engagement, and conversion. It is a vital addition to the Legend in Consumer Behavior series, showcasing Bettman’s impact on the practice of marketing and the science behind it.

James R. Bettman is Burlington Industries Professor and a member of the Marketing Faculty at the Fuqua School of Business and Professor of Psychology and Neuroscience at Duke University. He received his BA (mathematics-economics) and PhD (administrative sciences) from Yale University. Prior to joining Duke, he was on the faculty at University of California, Los Angeles (UCLA). His research focuses on consumer information processing and decision-making, particularly constructive preferences, how decision-makers adapt, eff ects of emotion, the role of nonconscious processes, and how people build identities using consumption. His publications include two books, An Information Processing Th eory of Consumer Choice and Th e Adaptive Decision Maker, a monograph, "Emotional Decisions: Tradeoff Diffi culty and Coping in Consumer Choice", and over 120 research papers in marketing, consumer research, psychology, management, and neuroscience. He is on the Journal of Consumer Research (JCR) and Journal of Consumer Psychology editorial boards, is an Associate Editor for the Journal of Marketing Research, and has been a co-editor for JCR. Bettman has been recognized for PhD mentorship throughout his career, receiving Duke's Award for Excellence in Mentoring. He has chaired or co-chaired forty PhD committees. Professor Bettman is a Fellow of the American Psychological Association, the American Psychological Society, the Association for Consumer Research, and the American Marketing Association, and a past president of 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, Paul Green Award, and William O'Dell Award from the American Marketing Association; a Career Contribution Award from the Society for Consumer Psychology; a Distinguished Service Award and an Outstanding Reviewer Award from the Journal of Consumer Research; and was awarded the Leo Melamed Prize for outstanding scholarship. He also received teaching awards at both UCLA and Duke. In addition to research and mentoring PhD students, Professor Bettman's loves are his wife Joan, his son David, dark chocolate, and rock and roll (ranging from the music of the 1950s to often obscure current alternative bands).

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