Joel Huber

Allan D. Schwartz Professor of Marketing

Editor: Journal of Marketing Research

Professor Huber received his Ph.D. and MBA from the Wharton School of the University of Pennsylvania and his BA from Princeton University . He has taught at the business schools at Penn, Purdue and Columbia , but Duke is his home. There he served for three years as the Associate Dean for the Fuqua MBA program and before that was faculty coordinator for the Weekend Executive MBA program. He has taught a variety of courses including Marketing Management, Marketing Strategy, and Marketing of High Technology, and the Marketing Practicum.

His research encompasses three ways to understand how people make choices. The first path involves analyzing past and hypothetical choices to value market and environmental goods. The second approach explores the ways market choices are altered by past choices and the competitive environment. The third perspective examines ways that people can prepare themselves to increase their satisfaction with the choices they make.