Alan D. Schwartz Professor of Marketing
Fuqua School of Business, Duke University
Publications | Powerpoint presentations
Publications and Working Papers
Viscusi, W. Kip, Joel Huber and Jason Bell (2019) "Responsible Precautions for Uncertain Environmental Risks,"Journal of Benefit-Cost Analysis, 10.2, Summer, 296-315. PDF
Huber, Joel (2019) "Who Benefits from JACR?" Editorial for Journal of the Association for Consumer Reserach, 4.3, 210-213. PDF
Kronrod, Ann and Joel Huber (2018) "Ad Wearout Wearout: How Time Can Reverse the Negative Effect of Frequent Repetiiton on Brand Preference," International Journal of Research in Marketing, 36, 306-324. PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2018) "Lessons from Ten Years of Household Recycling in the United States," Environmental Law Reporter, 48.5, 10377-10380. PDF
Shammas, Rollie, Nate Mela, Scott Wallace, Betty Tong, Joel Huber and Suhail Mirthani (2018) "Conjoint Analysis of Treatment Preferences for Non-Displaced Scaphoid Fractures," Journal of Hand Surgery, 43(7) 698 e2-e9. PDF
Huber, Joel, W. Kip Viscusi, Jason Bell, (2017), "Dynamic Relationships between Social Norms and Pro-environmental Behavior: Evidence from Household Recycling," Behavioral Public Policy. PDF
Bell, Jason, Joel Huber and W. Kip Viscusi (2017), "Fostering Recycling Participation in Wisconsin through Single-Stream Programs," Land Economics, 93.3, (August), 481-502. PDF
Strefertt, Ben, Shelby Reed, Lori Orlando, Dean Taylor, Joel Huber and Richard Mather (2017), "Understaning Preferences for Treatment after Hypothetical First-Time Anterior Shoulder Dislocation," The Orthopaedic Jurnal of Sports Medicine, 5(3), 1-34, PDF
Huber, Joel (2017), “JACR: Successes, Challenges, and Prospects,” Journal of the Association for Consumer Research, 2.3, (November)267-274. PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2017) "Lessons From Ten Years of Household Recycling in the United States," The Environmental Law Reporter, (May) 48(5), 10377-10380. PDF
Wessling, Kathryn Sharpe, Joel Huber and Oded Netzer (2017), "MTurk Character Misrepresentations: Assessment and Solutions,"Journal of Consumer Research, 44, 211-229. PDF
Meissner, Martin, Harmen Oppewal and Joel Huber (2016) "How Many Options? Behavioral Responses to Two Versus Five Alternatives per Choice," Sawtooth Software 2016 Conference Proceedings, 19-36. PDF
Lynch, John G. Jr., Eric T. Bradlow, Joel C. Huber, Donald R. Lehmann (2016) "Reflections on the Replication Corner: In Praise of Conceptual Replications," International Journal of Research in Marketing, 32, 333-342 PDF
Meissner, Martin, Andres Musalem and Joel Huber (2016) 'Eye-Tracking Reveals a Process that Enables Conjoint Choices to Become Increasingly Efficient with Practice," Journal of Marketing Research, 52,1-17. PDF
Carlson, Kurt A. Jared Wolfe, Simon J. Blanchard, Joel Huber and Dan Ariely (2015) "The Budget Contraction Effect: How Contracting Budgets Lead to Less Varied Choice," Journal of Marketing Reseach,52, (June) 337-348. PDF
Huber, Joel, John W. Payne and Christopher P. Puto (2014) “Let’s Be Honest About the Attraction Effect,” Journal of Marketing Research, 51 (August) 520-525. PDF
Huber, Joel, Wagner Kamakura and Carl Mela (2014) “A Topical History of JMR,” Journal of Marketing Research, 51 (Feb) 84-91. PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2014), “Assessing Whether There Is a Cancer Premium for the Value of a Statistical Life,” Health Economics PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2014) "The Private Rationality of Bottled Drinking Water," Contemporary Economic Policy, 33.3, 450-467. PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2014) "Private Recycling Values, Social Norms, and Legal Rules,", Revue d'Economie Politique,159-177. PDF
Viscusi, W. Kip, Joel Huber, Jason Bell and Caroline Cecot (2013) “Discontinuous Behavioral Responses to Recycling Laws and Plastic Water Bottle Deposits," American Law and Economics Review, 110-155. PDF
Schwartz, Janet; Nortin M. Handler, Dan Ariely, Joel Huber and Thomas Emerick (2013), "Choosing Among Employer-sponsored Health Plans: What Drives Employee Choices?" Journal of Occupational and Environmental Medicine, 55.3 305-309. PDF
Viscusi, W. Kip, Joel Huber and Jason Bell (2012) "Alternative Policies to Increase Recycling of Plastic Water Bottles in the United States,"Review of Environmental Economics and Policy," 6.2 (summer) 190-211. PDF
Tong, Betty C., Joel Huber, Deborah D. Ascheim, John Puskas, T. Bruce Ferguson Jr., Eugene Blackstone and Peter K. Smith (2012) "Weighting Composite Endpoints in Clinical Trials: Essential Evidence from the Heart Team,"The Annals of Thoracic Surgery, 94.6, 1908-1913. PDF
Moorman, Christine, Rosellina Ferraro, and Joel Huber (2012), “Unintended Nutrition Consequences: Firm Responses to the Nutrition Labeling and Education Act, Marketing Science, 31 (September-October), 717-737. PDF
Viscusi, W. Kip and Joel Huber (2011) "Reference-dependent Valuations of Risk: Why Willingness-to-accept Exceeds Willingness-to-pay," Journal of Risk and Uncertainty, 44 (December) 19-44. PDF
Jason Bell, Joel Huber and W. Kip Viscusi (2012),"Alternative Policies to Increase Recycling of Plastic Water Bottles in the United States,", Review of Environmental Economics and Policy, Vol. 6, No. 2 (Summer 2012), pp. 190-211. (PDF)
Viscusi, W. Kip, Joel Huber and Jason Bell (2011) "Heterogeneity in Values of Morbidity Risks from Drinking Water,”Environmental and Resource Economics, v.52 pp 23-48. PDF.
Viscusi, W. Kip, Joel Huber and Jason Bell (2011) “Promoting Recycling: Private Values, Social Norms, and Economic Incentives,” American Economic Review: Papers and Proceedings, Vol. 101, No. 3 (May 2011), pp. 65-70.PDF
Dong, Songting, Min Ding and Joel Huber (2010) "A Simple Mechanism to Incentive-align Conjoint Experiments," International Journal of Research in Marketing, 27, 25-32. PDF
Viscusi, Kip, W, Joel Huber and Jason Bell (2009), “Voter-Weighted Environmental Preferences,” Journal of Policy Analysis and Management, Vol 28, No 4 (Fall) 655-671. PDF
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.
Huber, Joel (2007), “ Journal of Marketing Research in the New Competitive Journalistic Environment,” Journal of Marketing Research (opening editorial), 44 (February) 1-3.
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.
Joel Huber (2005), "Conjoint Analysis: How We Got Here and Where We Are (An Update)" Sawtooth Software Research Paper Series. PDF
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.
Huber, Joel (2005) “What Has Marketing Learned from Richard Johnson?” Journal of Marketing Research, (invited comment) 42 (August) 250-254.
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.
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.
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.
Joel Huber and Kenneth Train (2001) “On the Similarity of Classical and Bayesian Estimates of Individual Mean Partworths,” Marketing
Letters, 12:3, 259-269.
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,
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.
Bryan Orme and Joel Huber (2000), “Improving the Value of Conjoint Simulations,” Marketing Research,
12 (Winter), 12-21.
Baba Shiv and Joel Huber (2000), “The Impact of Anticipating Satisfaction on Consumer Choice,” Journal
of Consumer Research, 27.2 (September), 202-216. PDF
Joel Huber, Bryan K. Orme and Richard Miller (1999) "Dealing with Product Similarity in Conjoint Simulations," Sawtooth Software Research Paper Series.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.
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.
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).
Joel Huber (1997) "What We Have Learned from 20 Years of Conjoint Research: When to use Self-explicated, Graded Pairs, Full Profiles or Choice Experiments," Sawtooth Software Research Paper Series. PDF
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.
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.
Joel Huber, Dick R. Wittink, Richard M. Johnson and Richard Miller (1992) "Learning Effects in Preference Tasks: Choice-Based Versus Standard Conjoint," Sawtooth Software, Research Paper Series.
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.
Eric I. Pas and Joel Huber (1992), "Market Segmentation Analysis of Potential Inter-city Rail Travelers," Transportation,
Dick Wittink, Joel Huber, Peter Zandan, and Richard M. Johnson (1992) "The Number of Levels Effect in Conjoint: Where Does it Come From and Can It Be Eliminated?" Sawtooth Software Research Paper Series. PDF
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.
Joel Huber and Gwen Ortmeyer (1991), "Brand Experience as a Moderator of the Negative Impact of Promotions," Marketing
Letters, 2, (January 1991), 35-46.
Joel Huber, Dick Wittink, John Fiedler and Richard Miller (1991) "An Empirical Comparison of ACA and Full Profile Judgments," Sawtooth Software Research Paper Series. PDF
W. Kip Viscusi, Wesley A. Magat and Joel Huber (1991)"Communication of Ambiguous Risk Information," Theory
and Decision, 31, 1991.
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.
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.
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.
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.
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.
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.
Joel Huber and Christopher Puto (1983), "Market Boundaries and Product Choice: Illustrating Attraction and Substitution
Effects," Journal of Consumer Research, 10, 31-41.
Joel Huber and Morris B. Holbrook (1982), "Estimating Trends in Preference Measured by Graded Paired Comparisons," Journal
of Business Research, 10, 459-473.
Joel Huber and John M. McCann (1982), "The Impact of Inferential Beliefs on Product Evaluations," Journal
of Marketing Research, 19, 324-333.
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.
Joel Huber, Morris B. Holbrook and Susan Schiffman (1982) "Situational Psychophysics and the Vending Machine Problem," Journal
of Retailing, 58:1, 84-94.
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.
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.
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.
Joel Huber (1975) "Bootstrapping of Data and Decisions," Journal of Consumer Research, 2, (December),
Joel Huber (1975) "Predicting Preferences on Experimental Bundles of Attributes: A Comparison of Models," Journal
of Marketing Research, 12 (August), 290-297.
Behavioral Responses to Two Versus Five Options: Sawtooth Presentation
The Value of Sticky Articles: JMR editorial
How to publish in an international journal: Kunming China 2009
"Asymmetric Dominance.." Powerpoint presentation
Preferences..." Powerpoint presentation
"Enhancing Utility..." Powerpoint
of Choice Based Conjoint" Sawtooth Software Powerpoint Presentation
Scales" Sawtooth Software Presentation