Overview
Joel Huber is the Alan D. Schwartz Professor Emeritus at the Fuqua School of Business. He and John McCann were founding members of the Marketing area when they arrived at Fuqua in 1979. Professor Huber received his undergraduate degree from Princeton and his MBA and Ph.D. from the Wharton School of the University of Pennsylvania. In addition to Fuqua, he has taught at the business schools at Penn, Columbia and Purdue University. He was Associate Dean for the Daytime program at Fuqua from 1995-1999. He is on the review boards and an associate editor for the leading marketing journals and was the Editor for the Journal of Marketing Research from 2006-2009. Professor Huber retired in 2021.
Professor Huber’s research interest focuses on predicting and understanding market choice. His major focus on predicting choices has led him to develop new ways to measure preference through choice-based conjoint analysis. He has worked for many years with Sawtooth Software and others to help develop new ways to assess valuations. These valuations enable companies to estimate the extent to which new offerings will impact sales within product line. More recent work arises from a series of grants from the US Environmental Protection agency to measure the value of cleaner lakes and streams and healthier drinking water.
Professor Huber has also done substantial work understanding choices. His 1982 article in the Journal of Consumer Research, “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Process,” with Fuqua colleague, John Payne, and Ph.D. student Chris Puto won the Sheth Foundation award for the its long term contribution to consumer research.
Current Appointments & Affiliations
Recent Publications
Comments on “AI and the advent of the cyborg behavioral scientist”
Journal Article Journal of Consumer Psychology · April 1, 2025 Below are comments on Tomaino, Cooke, and Hoover by four teams of collaborative reviewers that helped clarify and focus its original version. Their comments on the refined version articulate how the fast-moving world of generative AI can alter authors, rea ... Full text CiteCommentaries on “Beyond statistical significance: Five principles for the new era of data analysis and reporting”
Journal Article Journal of Consumer Psychology · January 1, 2024 Three commentaries below provide different perspectives on data analysis and reporting. They generally focus on how the quality of the measures and manipulations determines the value of the analysis. Norbert Schwarz and Fritz Strack's comment is less on th ... Full text CiteCommentaries on “Reconsidering the path for neural and physiological methods in consumer psychology”
Journal Article Journal of Consumer Psychology · January 1, 2024 The initial version of the article by Clithero, Karmarkar, Nave, and Plassmann (Journal of Consumer Psychology, 2024) was critiqued by open comments from a small group of scholars. Their suggestions encouraged the authors to clarify challenging relationshi ... Full text CiteRecent Grants
Toward an Improved Understanding of Wetland Restoration Choice Behavior of Landowners
ResearchCo-Principal Investigator · Awarded by Department of Agriculture · 2003 - 2005View All Grants