Joel C. Huber | Scholars@Duke

Joel C. Huber
Alan D. Schwartz Distinguished Professor of Business Administration in the Fuqua School of Business

Joel Huber is the Alan D. Schwartz Professor of Marketing 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’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

Alan D. Schwartz Distinguished Professor of Business Administration in the Fuqua School of Business, Fuqua School of Business, Duke University 2006
Professor of Business Administration, Fuqua School of Business, Duke University 1993

Contact Information

A333 Fuqua Sch of Bus, Durham, NC 27708
Box 90120, Durham, NC 27708-0120
joel.huber@duke.edu (919) 660-7785
Fuqua Faculty Profile

Background
Education, Training, & Certifications
- Ph.D., University of Pennsylvania 1973
- M.B.A., University of Pennsylvania 1970
- B.A., Princeton University 1967
Duke Appointment History
- Associate Professor with Tenure, Fuqua School of Business, Duke University 1985 - 1993
- Associate Professor, Fuqua School of Business, Duke University 1978 - 1984
Research
Selected Grants
- Toward an Improved Understanding of Wetland Restoration Choice Behavior of Landowners awarded by Department of Agriculture 2003 - 2005
Publications & Artistic Works
Selected Publications
- Books
  - Magat, Wesley A., K. Viscusi, and J. Huber. Informational Approaches to Regulation. MIT Press, 1992.
  - Huber, J. C., W. K. Viscusi, and W. Magat. Learning about Risk: Consumer and Worker Responses to Hazard Information. Harvard University Press, 1987.
- Academic Articles
  - Meißner, M., H. Oppewal, and J. Huber. “Surprising adaptivity to set size changes in multi-attribute repeated choice tasks.” Journal of Business Research 111 (April 1, 2020): 163–75. https://doi.org/10.1016/j.jbusres.2019.01.008.
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  - Kronrod, A., and J. Huber. “Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference.” International Journal of Research in Marketing 36, no. 2 (June 1, 2019): 306–24. https://doi.org/10.1016/j.ijresmar.2018.11.008.
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  - Shammas, Ronnie L., Nathan Mela, Scott Wallace, Betty C. Tong, Joel Huber, and Suhail K. Mithani. “Conjoint Analysis of Treatment Preferences for Nondisplaced Scaphoid Fractures.” J Hand Surg Am 43, no. 7 (July 2018): 678.e1-678.e9. https://doi.org/10.1016/j.jhsa.2017.12.021.
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  - Bell, J., J. Huber, and W. K. Viscusi. “Fostering recycling participation in Wisconsin households through single-stream programs.” Land Economics 93, no. 3 (August 1, 2017): 481–502. https://doi.org/10.3368/le.93.3.481.
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  - Wessling, K. S., J. Huber, and O. Netzer. “MTurk character misrepresentation: Assessment and solutions.” Journal of Consumer Research 44, no. 1 (June 1, 2017): 211–30. https://doi.org/10.1093/jcr/ucx053.
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  - Streufert, Ben, Shelby D. Reed, Lori A. Orlando, Dean C. Taylor, Joel C. Huber, and Richard C. Mather. “Understanding Preferences for Treatment After Hypothetical First-Time Anterior Shoulder Dislocation: Surveying an Online Panel Utilizing a Novel Shared Decision-Making Tool.” Orthop J Sports Med 5, no. 3 (March 2017): 2325967117695788. https://doi.org/10.1177/2325967117695788.
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  - Tong, Betty C., Scott Wallace, Matthew G. Hartwig, Thomas A. D’Amico, and Joel C. Huber. “Patient Preferences in Treatment Choices for Early-Stage Lung Cancer.” Ann Thorac Surg 102, no. 6 (December 2016): 1837–44. https://doi.org/10.1016/j.athoracsur.2016.06.031.
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  - Meißner, M., A. Musalem, and J. Huber. “Eye tracking reveals processes that enable conjoint choices to become increasingly efficient with practice.” Journal of Marketing Research 53, no. 1 (February 1, 2016): 1–17. https://doi.org/10.1509/jmr.13.0467.
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  - Carlson, K. A., J. Wolfe, S. J. Blanchard, J. C. Huber, and D. Ariely. “The budget contraction effect: How contracting budgets lead to less varied choice.” Journal of Marketing Research 52, no. 3 (January 1, 2015): 337–48. https://doi.org/10.1509/jmr.10.0243.
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  - Lynch, J. G., E. T. Bradlow, J. C. Huber, and D. R. Lehmann. “Reflections on the replication corner: In praise of conceptual replications.” International Journal of Research in Marketing 32, no. 4 (January 1, 2015): 333–42. https://doi.org/10.1016/j.ijresmar.2015.09.006.
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  - Viscusi, W. K., J. Huber, and J. Bell. “The private rationality of bottled water drinking.” Contemporary Economic Policy 33, no. 3 (January 1, 2015): 450–67. https://doi.org/10.1111/coep.12088.
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  - Viscusi, W Kip, Joel Huber, and Jason Bell. “Assessing whether there is a cancer premium for the value of a statistical life.” Health Economics 23, no. 4 (April 2014): 384–96. https://doi.org/10.1002/hec.2919.
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  - Huber, J., J. W. Payne, and C. P. Puto. “Let's be honest about the attraction effect.” Journal of Marketing Research 51, no. 4 (January 1, 2014): 520–25. https://doi.org/10.1509/jmr.14.0208.
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  - Viscusi, W. K., J. Huber, and J. Bell. “Private recycling values, social norms, and legal rules.” Revue D’Economie Politique 124, no. 2 (January 1, 2014): 159–78. https://doi.org/10.3917/redp.242.0159.
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  - Kip Viscusi, W., J. Huber, J. Bell, and C. Cecot. “Discontinuous behavioral responses to recycling laws and plasticwater bottle deposits.” American Law and Economics Review 15, no. 1 (March 1, 2013): 110–55. https://doi.org/10.1093/aler/aht005.
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  - Schwartz, Janet, Nortin M. Hadler, Dan Ariely, Joel C. Huber, and Thomas Emerick. “Choosing among employer-sponsored health plans: what drives employee choices?” Journal of Occupational and Environmental Medicine 55, no. 3 (March 2013): 305–9. https://doi.org/10.1097/jom.0b013e318279d74c.
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  - Tong, Betty C., Joel C. Huber, Deborah D. Ascheim, John D. Puskas, T Bruce Ferguson, Eugene H. Blackstone, and Peter K. Smith. “Weighting composite endpoints in clinical trials: essential evidence for the heart team.” Ann Thorac Surg 94, no. 6 (December 2012): 1908–13. https://doi.org/10.1016/j.athoracsur.2012.05.027.
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  - Moorman, C., J. Huber, and R. Ferraro. “Unintended nutrition consequences: Firm responses to the nutrition labeling and education act.” Marketing Science 31, no. 5 (September 1, 2012): 717–37. https://doi.org/10.1287/mksc.1110.0692.
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  - Moorman, C., R. Ferraro, R. H. Smith, and J. Huber. “From consumer information regulation to nutrition competition: A response.” Marketing Science 31, no. 5 (September 1, 2012): 747–55. https://doi.org/10.1287/mksc.1120.0733d.
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  - Moorman, C., R. Ferraro, and J. Huber. “Commentaries and reply to "unintended nutrition consequences: Firm responses to the nutrition labeling and education act".” Marketing Science 31, no. 5 (September 1, 2012): 738. https://doi.org/10.1287/mksc.1120.0733.
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  - Viscusi, W. K., J. Huber, and J. Bell. “Alternative policies to increase recycling of plastic water bottles in the united states.” Review of Environmental Economics and Policy 6, no. 2 (July 1, 2012): 190–211. https://doi.org/10.1093/reep/res006.
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  - Viscusi, W. K., and J. Huber. “Reference-dependent valuations of risk: Why willingness-to-accept exceeds willingness-to-pay.” Journal of Risk and Uncertainty 44, no. 1 (February 1, 2012): 19–44. https://doi.org/10.1007/s11166-011-9132-2.
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  - Viscusi, W. K., J. Huber, and J. Bell. “Heterogeneity in Values of Morbidity Risks from Drinking Water.” Environmental and Resource Economics 52, no. 1 (January 1, 2012): 23–48. https://doi.org/10.1007/s10640-011-9517-3.
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  - Huber, J., and J. Payne. “Introduction to the special issue bridging behavioral decision theory and social psychology.” Journal of Consumer Psychology 21, no. 4 (October 1, 2011): 373–75. https://doi.org/10.1016/j.jcps.2011.09.001.
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  - Kip Viscusi, W., J. Huber, and J. Bell. “Promoting recycling: Private values, social norms, and economic incentives.” American Economic Review 101, no. 3 (May 1, 2011): 65–70. https://doi.org/10.1257/aer.101.3.65.
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  - Bell, Jason, Joel Huber, and W Kip Viscusi. “Survey mode effects on valuation of environmental goods.” International Journal of Environmental Research and Public Health 8, no. 4 (April 18, 2011): 1222–43. https://doi.org/10.3390/ijerph8041222.
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  - Dong, S., M. Ding, and J. Huber. “A simple mechanism to incentive-align conjoint experiments.” International Journal of Research in Marketing 27, no. 1 (March 1, 2010): 25–32. https://doi.org/10.1016/j.ijresmar.2009.09.004.
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  - Bell, J., J. Huber, and W. Kip Viscusi. “Voter-weighted environmental preferences.” Journal of Policy Analysis and Management 28, no. 4 (December 1, 2009): 655–71. https://doi.org/10.1002/pam.20459.
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  - Huber, J., K. Goldsmith, and C. Mogilner. “Reinforcement versus balance response in sequential choice.” Marketing Letters 19, no. 3–4 (December 1, 2008): 229–39. https://doi.org/10.1007/s11002-008-9042-5.
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  - Viscusi, W. K., J. Huber, and J. Bell. “Estimating discount rates for environmental quality from utility-based choice experiments.” Journal of Risk and Uncertainty 37, no. 2–3 (December 1, 2008): 199–220. https://doi.org/10.1007/s11166-008-9045-x.
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  - Sharpe, K. M., R. Staelin, and J. Huber. “Using extremeness aversion to fight obesity: Policy implications of context dependent demand.” Journal of Consumer Research 35, no. 3 (October 1, 2008): 406–22. https://doi.org/10.1086/587631.
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  - Chartrand, T. L., J. Huber, B. Shiv, and R. J. Tanner. “Nonconscious goals and consumer choice.” Journal of Consumer Research 35, no. 2 (August 1, 2008): 189–201. https://doi.org/10.1086/588685.
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  - Huber, J., W. K. Viscusi, and J. Bell. “Reference dependence in iterative choices.” Organizational Behavior and Human Decision Processes 106, no. 2 (July 1, 2008): 143–52. https://doi.org/10.1016/j.obhdp.2007.10.005.
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  - Huber, J. “The value of sticky articles.” Journal of Marketing Research 45, no. 3 (June 1, 2008): 257–60. https://doi.org/10.1509/jmkr.45.3.257.
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  - Viscusi, W. K., J. Huber, and J. Bell. “The economic value of water quality.” Environmental and Resource Economics 41, no. 2 (January 1, 2008): 169–87. https://doi.org/10.1007/s10640-007-9186-4.
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  - Huber, J., B. Orme, and R. Miller. “Dealing with product similarity in conjoint simulations,” December 1, 2007, 347–62. https://doi.org/10.1007/978-3-540-71404-0_17.
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  - Dhar, R., J. Huber, and U. Khan. “The shopping momentum effect.” Journal of Marketing Research 44, no. 3 (August 1, 2007): 370–78. https://doi.org/10.1509/jmkr.44.3.370.
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  - Huber, J. “Journal of marketing research in the new competitive journalistic environment.” Journal of Marketing Research 44, no. 1 (February 1, 2007): 1–3. https://doi.org/10.1509/jmkr.44.1.1.
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  - Wyer, R. S., S. Shavitt, J. Aaker, T. Childers, F. R. Kardes, L. A. Peracchio, R. Adaval, et al. “Research Dialogue.” Journal of Consumer Psychology 16, no. 3 (January 1, 2006): 203–4. https://doi.org/10.1207/s15327663jcp1603_1.
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  - Allenby, G., G. Fennell, J. Huber, T. Eagle, T. Gilbride, D. Horsky, J. Kim, et al. “Adjusting choice models to better predict market behavior.” Marketing Letters 16, no. 3–4 (December 1, 2005): 197–208. https://doi.org/10.1007/s11002-005-5885-1.
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  - Huber, J. “What has marketing learned from Richard Johnson?” Journal of Marketing Research 42, no. 3 (August 1, 2005): 250–53. https://doi.org/10.1509/jmkr.2005.42.3.250.
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  - Ariely, D., J. Huber, and K. Wertenbroch. “When do losses loom larger than gains?” Journal of Marketing Research 42, no. 2 (May 1, 2005): 134–38. https://doi.org/10.1509/jmkr.42.2.134.62283.
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  - Ding, M., J. Eliashberg, J. Huber, and R. Saini. “Emotional bidders - An analytical and experimental examination of consumers' behavior in a priceline-like reverse auction.” Management Science 51, no. 3 (March 1, 2005): 352–64. https://doi.org/10.1287/mnsc.1040.0331.
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  - West, P. M., J. Huber, and K. S. Min. “Altering experienced utility: The impact of story writing and self-referencing on preferences.” Journal of Consumer Research 31, no. 3 (December 1, 2004): 623–30. https://doi.org/10.1086/425097.
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  - Huber, J. “A comment on metacognitive experiences and consumer choice.” Journal of Consumer Psychology 14, no. 4 (January 1, 2004): 356–59. https://doi.org/10.1207/s15327663jcp1404_4.
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  - Lee, Patrick Y., David B. Matchar, Dennis A. Clements, Joel Huber, John D. Hamilton, and Eric D. Peterson. “Economic analysis of influenza vaccination and antiviral treatment for healthy working adults.” Ann Intern Med 137, no. 4 (August 20, 2002): 225–31. https://doi.org/10.7326/0003-4819-137-4-200208200-00005.
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  - Huber, J., D. Ariely, and G. Fischer. “Expressing preferences in a principal-agent task: A comparison of choice, rating, and matching.” Organizational Behavior and Human Decision Processes 87, no. 1 (January 1, 2002): 66–90. https://doi.org/10.1006/obhd.2001.2955.
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  - Mansfield, C., G. L. Van Houtven, and J. Huber. “Compensating for public harms: Why public goods are preferred to money.” Land Economics 78, no. 3 (January 1, 2002): 368–89. https://doi.org/10.2307/3146896.
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  - Fitzsimons, GJ, Hutchinson, JW, Williams, P, Alba, JW, Chartrand, TL, Huber, J, Kardes, FR, Menon, G, Raghubir, P, Russo, JE, Shiv, B, and Tavassoli, NT. "Non-Conscious Influences on Consumer Choice." Marketing Letters 13, no. 3 (2002): 269-279. Full Text
  - Arora, N., and J. Huber. “Improving parameter estimates and model prediction by aggregate customization in choice experiments.” Journal of Consumer Research 28, no. 2 (September 1, 2001): 273–83. https://doi.org/10.1086/322902.
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  - Huber, J, and Train, K. "On the Similarity of Classical and Bayesian Estimates of Individual Mean Partworths." Marketing Letters 12, no. 3 (2001): 259-269. Full Text
  - Mansfield, C, Van Houtven, G, and Huber, J. "The Efficiency of Political Mechanisms for Siting Nuisance Facilities: Are Opponents More Likely to Participate than Supporters?." Journal of Real Estate Finance and Economics 22, no. 2-3 (January 1, 2001): 141-161. Full Text
  - Orme, B., and J. Huber. “Improving the value of conjoint simulations adding variability to choice models can help shine a light on market behavior.” Marketing Research 12, no. 4 (December 1, 2000): 12–20.
  - Shiv, B., and J. Huber. “The impact of anticipating satisfaction on consumer choice.” Journal of Consumer Research 27, no. 2 (January 1, 2000): 202–16. https://doi.org/10.1086/314320.
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  - Magat, WA, Huber, J, Viscusi, WK, and Bell, J. "An Iterative Choice Approach to Valuing Clean Lakes, Rivers, and Streams." Journal of Risk and Uncertainty 21, no. 1 (2000): 7-43.
  - Viscusi, W. K., W. A. Magat, and J. Huber. “Smoking Status and Public Responses to Ambiguous Scientific Risk Evidence.” Southern Economic Journal 66, no. 2 (January 1, 1999): 250–70. https://doi.org/10.2307/1061142.
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  - West, PM, Ariely, D, Bellman, S, Bradlow, E, Huber, J, Johnson, E, Kahn, B, Little, J, and Schkade, D. "Agents to the Rescue?." Marketing Letters 10, no. 3 (1999): 285-300.
  - Huber, J, Lynch, J, Corfman, K, Feldman, J, Holbrook, MB, Lehmann, D, Munier, B, Schkade, D, and Simonson, I. "Thinking about values in prospect and retrospect: Maximizing experienced utility." Marketing Letters 8, no. 3 (1997): 323-334.
  - Feinberg, F. M., and J. Huber. “A theory of cutoff formation under imperfect information.” Management Science 42, no. 1 (January 1, 1996): 65–84. https://doi.org/10.1287/mnsc.42.1.65.
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  - Huber, J., and K. Zwerina. “The importance of utility balance in efficient choice designs.” Journal of Marketing Research 33, no. 3 (January 1, 1996): 307–17. https://doi.org/10.2307/3152127.
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  - Magat, W. A., W. K. Viscusi, and J. Huber. “A reference lottery metric for valuing health.” Management Science 42, no. 8 (January 1, 1996): 1118–30. https://doi.org/10.1287/mnsc.42.8.1118.
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  - Huber, J., D. Lehmann, J. Louviere, and A. Shocker. “Introduction.” Marketing Letters 5, no. 4 (October 1, 1994): 309–10. https://doi.org/10.1007/BF00999206.
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  - Huber, J. C., D. R. Witting, J. A. Fiedler, and R. Miller. “The Effectiveness of Alternative Elicitation Procedures in Predicting Choice.” Journal of Marketing Research 30 (1993): 105–14.
  - Pas, E. I., and J. C. Huber. “Market segmentation analysis of potential inter-city rail travelers.” Transportation 19, no. 2 (May 1, 1992): 177–96. https://doi.org/10.1007/BF02132837.
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  - Huber, Joel, and Noreen M. Klein. “Adapting Cutoffs to the Choice Environment: The Effects of Attribute Correlation and Reliability.” Journal of Consumer Research 18, no. 3 (December 1991): 346–346. https://doi.org/10.1086/209264.
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  - Viscusi, W. K., W. A. Magat, and J. Huber. “Communication of ambiguous risk information.” Theory and Decision 31, no. 2–3 (September 1, 1991): 159–73. https://doi.org/10.1007/BF00132991.
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  - Kip Viscusi, W., W. A. Magat, and J. Huber. “Pricing environmental health risks: survey assessments of risk-risk and risk-dollar trade-offs for chronic bronchitis.” Journal of Environmental Economics and Management 21, no. 1 (January 1, 1991): 32–51. https://doi.org/10.1016/0095-0696(91)90003-2.
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  - Ortmeyer, G., and J. Huber. “Brand experience as a moderator of the negative impact of promotions.” Marketing Letters 2, no. 1 (January 1, 1991): 35–45. https://doi.org/10.1007/BF00435194.
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  - Magat, W. A., W. K. Viscusi, and J. Huber. “Consumer processing of hazard warning information.” Journal of Risk and Uncertainty 1, no. 2 (June 1, 1988): 201–32. https://doi.org/10.1007/BF00056168.
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  - Simonson, Itamar, Joel Huber, and John Payne. “The Relationship between Prior Brand Knowledge and Information Acquisition Order.” Journal of Consumer Research 14, no. 4 (March 1988): 566–566. https://doi.org/10.1086/209136.
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  - Magat, W. A., W. Kip Viscusi, and J. Huber. “Paired comparison and contingent valuation approaches to morbidity risk valuation.” Journal of Environmental Economics and Management 15, no. 4 (January 1, 1988): 395–411. https://doi.org/10.1016/0095-0696(88)90034-4.
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  - Schmenner, R. W., J. C. Huber, and R. L. Cook. “Geographic differences and the location of new manufacturing facilities.” Journal of Urban Economics 21, no. 1 (January 1, 1987): 83–104. https://doi.org/10.1016/0094-1190(87)90024-6.
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  - Viscusi, W. K., W. A. Magat, and J. Huber. “An investigation of the rationality of consumer valuations of multiple health risks.” Rand Journal of Economics 18, no. 4 (January 1, 1987): 465–79. https://doi.org/10.2307/2555636.
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  - Huber, J. C., M. Holbrook, and B. Kahn. “Effects of Competitive Context and Information Provided on Price Elasticity.” Journal of Marketing Research 23 (1986): 250–60.
  - Viscusi, W Kip, Wesley A. Magat, and Joel Huber. “Informational Regulation of Consumer Health Risks: An Empirical Evaluation of Hazard Warnings.” The Rand Journal of Economics 17, no. 3 (1986): 351–351. https://doi.org/10.2307/2555716.
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  - Huber, Joel, and Christopher Puto. “Market Boundaries and Product Choice: Illustrating Attraction and Substitution Effects.” Journal of Consumer Research 10, no. 1 (June 1983): 31–31. https://doi.org/10.1086/208943.
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  - Holbrook, Morris B., and Joel Huber. “Detecting the Differences in Jazz: A Comparison of Methods for Assessing Perceptual Veridicality in Applied Aesthetics.” Empirical Studies of the Arts 1, no. 1 (January 1983): 35–53. https://doi.org/10.2190/pjap-rqdm-02pv-e25v.
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  - Huber, Joel, John W. Payne, and Christopher Puto. “Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis.” Journal of Consumer Research 9, no. 1 (June 1982): 90–90. https://doi.org/10.1086/208899.
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  - Huber, J. C., M. B. Holbrook, and S. Schiffman. “Situational Psychophysics and the Vending Machine Problem.” Journal of Retailing 58, no. 1 (1982): 84–94.
  - Huber, J. C., and J. M. McCann. “The Extent to Which Inferential Beliefs Affect Product Evaluations.” Journal of Marketing Research 19 (1982): 324–33.
  - Huber, J., and M. B. Holbrook. “Estimating temporal trends in preferences measured by graded paired comparisons.” Journal of Business Research 10, no. 4 (January 1, 1982): 459–73. https://doi.org/10.1016/0148-2963(82)90005-4.
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  - Huber, J. C., and M. B. Holbrook. “Separating Perceptual Dimensions from Affective Overtones: An Application to Consumer Aesthetics.” Journal of Consumer Research 5 (1979): 272–83.
  - Huber, J. C., and M. B. Holbrook. “Using Attribute Ratings for Product Positioning: Some Distinctions Among Compositional Approaches.” Journal of Marketing Research 16 (1979): 507–16.
  - Huber, J. C., and M. B. Holbrook. “The Spatial Representation of Responses Toward Jazz: Applications of Consumer Esthetics to Mapping the Market for Music for Music.” The Journal of Jazz Studies 5 (1979): 3–23.
  - Huber, J. C. “bootstrapping of data and decisions.” Journal of Consumer Research 2 (1975): 229–34.
  - Huber, J. C. “Predicting Preferences on Experimental Bundles of Attributes: A Comparison of Models.” Journal of Marketing Research 12 (1975): 290–97.
Teaching & Mentoring
Recent Courses
- MARKETNG 899: Independent Study 2018

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Education, Training, & Certifications

Duke Appointment History

Selected Grants

Selected Publications

Books

Academic Articles

Recent Courses