Joel Huber
Alan D. Schwartz Professor of Marketing
Fuqua School of Business, Duke University

Publications | Working Papers

Publications

Joel Huber, Kelly Goldsmith and Cassie Mogilner (2008), “Reinforcement versus Balance Response in Sequential Choice, Marketing Letters, 19 (December) 229-239. PDF

Viscusi, Kip, W. Joel Huber and Jason Bell (2008), " Estimating Discount Rates for Environmental Quality from Utility-Based Choice Experiments," Journal of Risk and Uncertainty, 37 (December), 199-220. PDF

Viscusi, Kip W., Joel Huber and Jason Bell (2008), "The Economic Value of Water Quality," Environmental and Resource Economics, 41, No. 2 (October), 169-187. PDF

Sharpe, Kathryn M., Richard Staelin and Joel Huber (2008) “Using Extremeness Aversion to Fight Obesity: Policy Implications of Context Dependent Demand,” Journal of Consumer Research , 35 (October) 406-422 PDF

Joel Huber (2008), "The Value of Sticky Articles," Journal of Marketing Research, Editorial, 65 (June) 257-260. PDF

Joel Huber, W. Kip Viscusi and Jason Bell (2008), "Reference Dependence in Iterative Choices," Organizational Behavior and Human Decision Processes, 106.2 (July), 143-152. PDF

Ravi Dhar, Joel Huber and Uzma Khan (2007), “The Shopping Momentum Effect,” Journal of Marketing Research, 64 (August), 370-378.
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Huber, Joel (2007), “ Journal of Marketing Research in the New Competitive Journalistic Environment,” Journal of Marketing Research (opening editorial), 44 (February) 1-3.
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Ding, Min, Jehoshua Eliashberg, Joel Huber and Ritesh Saini (2005), “Emotional Bidders—An Analytical and Experimental Examination of Consumers' Behavior in a Priceline-Like Reverse Auction,” Management Science, 51.3 (March) 352-364.
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Ariely, Dan; Joel Huber and Klaus Wertenbroch (2005) “When Do Losses Loom Larger Than Gains,” Journal of Marketing Research , (invited comment), 42 (May) 134-138.
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Huber, Joel (2005) “What Has Marketing Learned from Richard Johnson?” Journal of Marketing Research, (invited comment) 42 (August) 250-254.
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Joel Huber, Dan Ariely and Greg Fischer (2002) “Expressing Preferences in a Principal-Agent Task: A Comparison of Choice, Rating and Matching,” Organizational Behavior and Human Decision Processes, 87:1 (January) 66-90. PDF

Fitzsimons, Gavan J., J. Wesley Hutchinson, Patti Williams, Joseph W. Alba, Tanya Chartrand, Joel Huber, Frank R. Kardes, Geeta Menon, Priya Raghubir, J. Edward Russo, Baba Shiv and Nader Tavassoli (2002) “Non-Conscious Influences on Consumer Choice,” Marketing Letters, 13:3, (August) 269-279. PDF

Lee, Patrick Y, David B. Matchar, Dennis A. Clements, Joel Huber, John Hamilton, and Eric Peterson (2002) “Economic Analysis of Influenza Vaccination and Antiviral Treatment for Healthy Working Adults,” Annals of Internal Medicine, 137.4, (August 20) 225-231.
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Mansfield, Carol; George L. Van Houtven and Joel Huber (2002) “Compensating for Public Harms: Why Public Goods are Preferred to Money,” Land Economics, 78.3, (August 2002) 368-389.
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Neeraj Arora and Joel Huber (2001) “Improving Parameter Estimates and Model Prediction by Aggregate Customization of Choice Experiments,” Journal of Consumer Research, 28:2 (September) 273-283.
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Joel Huber and Kenneth Train (2001) “On the Similarity of Classical and Bayesian Estimates of Individual Mean Partworths,” Marketing Letters, 12:3, 259-269.
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Mansfield, Carol. A., G. Van Houtven, and Joel Huber (2001) "The Efficiency of Political Mechanisms or Siting Nuisance Facilities: Are Opponents More Likely to Participate than Supporters?" Journal of Real Estate Finance and Economics, 22(2/3):141-162.
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Magat, Wesley A., Joel Huber and Kip Viscusi (2000) “An Iterative Choice Approach to Valuing Clean Lakes, Rivers and Streams,” Journal of Risk and Uncertainty, 21:1, 7-43.
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Bryan Orme and Joel Huber (2000), “Improving the Value of Conjoint Simulations,” Marketing Research, 12 (Winter), 12-21.
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Baba Shiv and Joel Huber (2000), “The Impact of Anticipating Satisfaction on Consumer Choice,” Journal of Consumer Research, 27.2 (September), 202-216. PDF

Patricia M.West, Dan Ariely, Steve Bellman, Eric Bradlow, Eric Johnson, Barbara Kahn, Joel Huber, John Little and David Schkade (1999) “Agents to the Rescue?” Marketing Letters, 10:3, 285-300.
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W. Kip Viscusi, Wesley Magat and Joel Huber (1999) "Smoking Status and Responses to Ambiguous Scientific Risk Evidence,” Southern Economic Journal, Vol. 66, No. 2 (October), 250-270.
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Joel Huber, John Lynch, Kim Corfman, Jack Feldman, Morris Holbrook, Don Lehmann, Bertrand Munier, David Schkade and Itamar Simonson, “Thinking About Values in Prospect and Retrospect,” Marketing Letters, (1997).
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Joel Huber and Klaus Zwerina (1996), “The Importance of Utility Balance in Efficient Choice Designs,” Journal of Marketing Research, 33 (August) 307-317. PDF

Fred M. Feinberg and Joel Huber (1996) "A Theory of Cutoff Formation under Imperfect Information" Management Science 42.1 (January) 65-84.
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Wesley A. Magat and W. Kip Viscusi and Joel Huber (1996), “A Reference Lottery Metric for Valuing Health,” Management Science 42.8 (August) 1118-1130.
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Joel Huber, Dick R. Wittink, John A. Fiedler and Richard Miller (1993), "The Effectiveness of Alternative Elicitation Procedures in Predicting Choice," Journal of Marketing Research, 30, (February), 105-114.
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Eric I. Pas and Joel Huber (1992), "Market Segmentation Analysis of Potential Inter-city Rail Travelers," Transportation, 19, 177-96.
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Joel Huber and Noreen Klein (1991), "Adapting Cutoffs to the Choice Environment: The Effects of Attribute Correlation and Reliability," Journal of Consumer Research, 18, (December), 346-357.
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Joel Huber and Gwen Ortmeyer (1991), "Brand Experience as a Moderator of the Negative Impact of Promotions," Marketing Letters, 2, (January 1991), 35-46.
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W. Kip Viscusi, Wesley A. Magat and Joel Huber (1991)"Communication of Ambiguous Risk Information," Theory and Decision, 31, 1991.
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W. Kip Viscusi, Wesley A. Magat and Joel Huber (1991), "Pricing Environmental Health Risks: Assessment of Risk-Risk and Risk-Dollar Tradeoffs for Chronic Bronchitis," Journal of Environmental Economics and Management, 21, 32-51. PDF

Wesley A. Magat, W. Kip Viscusi and Joel Huber (1988), "Consumer Processing of Hazard Warning Information," Journal of Risk and Uncertainty, 1) 202-232. PDF

Itamar Simonson, John Payne and Joel Huber (1988), "The Relationship Between Prior Brand Knowledge and Information Acquisition Order," Journal of Consumer Research, 14, (March) 566-578.
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W. Kip Viscusi, Wesley A. Magat and Joel Huber (l987) "An Investigation of the Rationality of Consumer Valuations of Multiple Health Risks," The Rand Journal of Economics, 18, 465-479.
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Wesley A. Magat, W. Kip Viscusi and Joel Huber (l988) "Paired Comparison and Contingent Valuation Approaches to Morbidity Risk Valuation," Journal of Environmental Economics and Management, 15 (September) 395-411.
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W. Kip Viscusi, Wesley A. Magat and Joel Huber (1986), "Informational Regulation of Consumer Health Risks: An Empirical Evaluation of Hazard Warnings," The Rand Journal of Economics, l7, 35l-65.
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Joel Huber, Morris Holbrook and Barbara Kahn (l986), "Effects of Competitive Context and Information Provided on Price Elasticity," Journal of Marketing Research, 23 (August), 250-260.
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Morris B. Holbrook and Joel Huber, "Detecting the Differences in Jazz: A Comparison of Methods for Assessing Perceptual Veridicality in Applied Aesthetics (1983)," Empirical Studies of the Arts, 1, 35-54.
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Joel Huber and Christopher Puto (1983), "Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects," Journal of Consumer Research, 10, 31-41.
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Joel Huber and Morris B. Holbrook (1982), "Estimating Trends in Preference Measured by Graded Paired Comparisons," Journal of Business Research, 10, 459-473.
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Joel Huber and John M. McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations," Journal of Marketing Research, 19, 324-333.
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Joel Huber, John Payne and Christopher Puto (1982), "Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis," Journal of Consumer Research, 9 (June), 90-98.
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Joel Huber, Morris B. Holbrook and Susan Schiffman (1982) "Situational Psychophysics and the Vending Machine Problem," Journal of Retailing, 58:1, 84-94.
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Morris B. Holbrook and Joel Huber (1979) "Separating Perceptual Dimensions from Affective Overtones: An Application to Consumer Aesthetics," Journal of Consumer Research, 5 (March) 272-283.
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Joel Huber and Morris B. Holbrook (1979), “Using Attribute Ratings for Product Positioning: Some Distinctions Among Compositional Approaches," Journal of Marketing Research, 16 (November), 507-516.
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Morris B. Holbrook and Joel Huber (1979), "The Spatial Representation of Responses Toward Jazz: Applications of Consumer Esthetics to Mapping the Market for Music," The Journal of Jazz Studies, 5 (Spring/Summer), 3-23.
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Joel Huber (1975) "Bootstrapping of Data and Decisions," Journal of Consumer Research, 2, (December), 229-234.
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Joel Huber (1975) "Predicting Preferences on Experimental Bundles of Attributes: A Comparison of Models," Journal of Marketing Research, 12 (August), 290-297.
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Accepted for Publication and Working Papers

Kathryn Sharpe, Richard Staelin and Joel Huber (in press) “Using Extremeness Aversion to Fight Obesity: Policy Implications of Context Dependent Demand,” Journal of Consumer Research, accepted for publication 12/2007.

"Expressing Preferences..." Powerpoint presentation

"Enhancing Utility..." Powerpoint Presentation

"A History of Choice Based Conjoint" Sawtooth Software Powerpoint Presentation

"Constant Sum Scales" Sawtooth Software Presentation