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J. Hutchinson
Stephen J. Heyman Professor, Professor of Marketing

Wes Hutchinson is Stephen J. Heyman Professor and Professor of Marketing at the Wharton School of the University of Pennsylvania (currently on sabbatical at Duke University through June 2006). Previously, he taught at the University of Florida. He received a Ph.D. in Cognitive Psychology from Stanford University in 1981 and a B.S. in Psychology from Duke University in 1975. His research interests focus on consumer and managerial decision making, particularly the interrelationships among attention, learning, confidence, decision making, and expertise in repeated choice environments. Current research projects include modeling the sales impact of brand awareness, information search in memory and in the external environment, the role of visual attention in point-of-purchase marketing activities, intuitive statistical reasoning as part of decision making, statistical models of jointly observed choice, latency and confidence, and heterogeneity in human decision processes. He has published articles in a wide variety of journals in business and psychology, including Journal of Consumer Research, Journal of Marketing Research, Marketing Science, Marketing Letters, Harvard Business Review, Psychological Review, Psychometrika, Journal of Experimental Psychology: Learning, Memory, & Cognition, and Memory & Cognition . He is a two-time winner of the JCR Outstanding Article Award (1985 - 1987; 2000) and was a finalist for the JMR O'Dell Award (1992 - 1994). He is on the editorial review boards of the Journal of Consumer Research and Marketing Science (Associate Editor 1994 - 1999). He was President of the Association for Consumer Research (2003). His current teaching interests include new product development, marketing management, and behavioral research methods. Industry involvement includes positions as a Visiting Scholar at SAMI/Burke Marketing Research Inc. and as the Research Director of the Center for Retailing Education and Research at the University of Florida (in addition to a variety of consulting and applied research activities with companies such as Comcast Cable Communications, Verizon, Intel Corporation, Hewlett-Packard, U-Haul, Finish Line Inc., and Mary Kay Cosmetics, among others). His free time is spent with his family and in the water surfing and fishing. Significant personal failures include never really learning to speak Spanish or play the guitar, among others too numerous to list.

Current Research Papers

Joseph Alba, Eric Eisenstein, J. Wesley Hutchinson, (2001), "Numerical Inferences: The Effects of Prior Expectations, Semantic Frames, and Graphical Formats on Budget Allocation Decisions"

Pierre chandon, Scott H. Young, J. Wesley Hutchinson, (2001), "Measuring the Value of Point-of-Purchase Marketing with Commercial Eye-Tracking Data", Journal of Marketing Research

Publications

Eric Eisenstein, J. Wesley Hutchinson, (2006), "Action-Based Learning: Goals and Attention in the Acquisition of Market Knowledge", Journal of Marketing Research. 43, in press

Robert Meyer, Tülin Erdem, Kannan Srinivasan, Wilfred Amaldoss, Patrick Bajari, Hai Che, Teck Ho, Michael Katz, Michael Keane, Peter Reiss, J. Wesley Hutchinson, (2005), "Theory-Driven Choice Models", Marketing Letters , 16 (3-4)

J. Wesley Hutchinson, (2004), Are We the Good Guys?, Advances in Consumer Research, Vol. XXXI, ed., Barbara E. Kahn and Mary Frances Luce, Valdosta , GA : Association for Consumer Research, 1-5

Robert J. Meyer, Darryl T Banks, J. Wesley Hutchinson, (2002), "Reputation in Marketing Channels: Repeated-Transaction Bargaining with Two-Sided Uncertainty", Marketing Science, 21 (Summer), 229-250

Eric Bradlow, Stephen Hoch, J. Wesley Hutchinson, (2002), "An Assessment of Basic Computer Proficiency Among Active Internet Users: Test Construction, Calibration, Antecedents and Consequences", Journal of Educational Measurement, 27 (Fall), 237-253

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Awards

The ACR Working Paper Best Poster Award, 2007

Best Article Award for the Journal of Consumer Research, 2000

President, Association of Consumer Research, 2002-2003, 2002

O'Dell Award Finalist, 1994

Senior Fellow, Wharton Financial Institution Center, 1995

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Executive Education

Program Faculty, Essentials of Marketing

J. Hutchinson
700 Jon M. Huntsman Hall
3730 Walnut Street University of Pennsylvania
Philadelphia , PA 19104
Phone: (215) 898-6450
Fax: (215) 898-2534
jwhutch@wharton.upenn.edu

Wharton Page

Research Interests: Consumer and managerial decision making; information search and learning; marketing research methods; multidimensional scaling and cluster analysis.

Current Projects:
Normative and descriptive models of brand awareness, intuitive statistical reasoning, visual attention to in-store displays, visual aspects of product design, customer satisfaction with financial services, and measurement methods for proximity and choice data.

Last Modified September 18, 2009