John Wesley Hutchinson

Wes Hutchinson is Stephen J. Heyman Professor and Professor of Marketing at the Wharton School of the University of Pennsylvania. His research focuses on consumer and managerial decision making, particularly the interrelationships among attention, learning, confidence, decision making, and expertise in repeated choice environments. His recent research projects include modeling the effects of visual attention at the point of purchase on instore decisions using eyetracking data, developing new measures of consumer responses to advertising, mass customization of product aesthetics, and intuitive statistical reasoning as part of decision making. A past president of the Association for Consumer Research, Professor Hutchinson has published articles in a variety of toptier journals in business and psychology. He is on the editorial review boards of the Journal of Consumer Research, the Journal of Marketing Research, and Marketing Science, and he has won several academic awards. Professor Hutchinson’s teaching interests include courses in New Product Development (UG and MBA), the Social Impact of Marketing (UG and MBA), Research Methods (PhD), and teaching Essentials of Marketing for Wharton’s Executive Education program. He received his PhD in psychology from Stanford University and his BS in psychology from Duke University. Significant personal failures include never really learning to speak Spanish or play the guitar, among others too numerous to list.

J. Wesley Hutchinson and Yanliu Huang (Working), Live with Price Uncertainty: Optimal MultiStore Price Search.

Tong Lu, Eric Bradlow, J. Wesley Hutchinson, Binge Consumption of Online Content.

Tong Lu and J. Wesley Hutchinson, SplitSecond Decisions During Online Information Search: Static vs. Dynamic Decision Thresholds for Making the First Click.

Evan Weingarten and J. Wesley Hutchinson (Under Review), Does Ease Mediate the EaseofRetrieval Effect? A MetaAnalysis.

Evan Weingarten and J. Wesley Hutchinson (Work In Progress), The Effects of Cognitive and Perceptual Salience on Product Valuations.

J. Wesley Hutchinson, Tong Lu, Evan Weingarten, “Visual Attention in Consumer Settings”. In International Handbook of Consumer Psychology, edited by Cathrine JanssenBoyd and Magdalena Zawisza, (2016),

J. Wesley Hutchinson, Joseph W. Alba, Eric Eisenstein (2011), Heuristics and Biases in DataBased Decision Making: The Effects of Experience, Training, and Graphical Data Displays, Journal of Marketing Research.

Abstract: Managers use numerical data as the basis for many decisions. This research investigates how data on prior advertising expenditures and sales outcomes are used in budget allocation decisions and attempts to answer three important questions about databased inferences. First, do biases exist that are strong enough to lead to seriously suboptimal decisions? Second, do graphical data displays, realworld experience, or explicit training reduce any observed biases? Third, are the observed biases well explained by a relatively small set of natural heuristics that managers use when making databased allocation decisions? The results suggest answers of yes, no, and yes, respectively. The authors identify three broad classes of heuristics: differencebased (which assess causation by comparing adjacent changes in expenditures to changes in sales), trendbased (which assess causation by comparing overall trends in expenditures and sales), and exemplarbased (which emulate the allocation pattern of the observations with the highest sales). All three heuristics create biases in some situations. Overall, exemplarbased heuristics were used most frequently and induced the greatest biasing of the three (sometimes allocating the most to an advertising medium that was uncorrelated with sales). Differencebased heuristics were used less frequently but generated the most extreme allocations. Trendbased heuristics were used the least.

J. Wesley Hutchinson, Gal Zauberman, Robert Meyer (2010), On the Interpretation of Temporal Inflation Parameters in Stochastic Models of Judgment and Choice , Marketing Science, 29 (1), pp. 133139.

Abstract: The implications of Salisbury and Feinberg's (2010) paper [Salisbury, L. C, R M. Feinberg. 2010. Alleviating the constant stochastic variance assumption in decision research: Theory, measurement, and experimental test. Marketing Sci. 29(1) 117] for the process of model development and testing in the field of intertemporal choice analysis is explored. Although supporting the overall thrust of Salisbury and Feinberg's critique of previous empirical work in the area, we also see their paper as illustrating the dangers of drawing strong inferences about the behavioral interpretation of statistical model parameters without seeking convergent empirical evidence. In particular, we are skeptical about the extent to which the reported effects of temporal distance on the estimated scale parameter, ?c, are uniquely, or even primarily, due to unobserved error inflation that reflects consumer's uncertainty about future utility. This interpretation is brought into question by several lines of reasoning. Conceptually, we note that "uncertainty" is different from "error" and that, for choice data, the error inflation model is mathematically identical to a model in which the scale parameter is a deterministic function of the temporal discount rate. Empirically, a reanalysis of data from previously published experiments does not consistently support temporal error inflation, temporal convergence of choice shares, or the scale parameter as an explanation of variety seeking in choice sequences. In our opinion, the cumulative results of research on intertemporal choice require models in which the attributes of choice alternatives are differentially discounted over time. Despite these findings, we advocate that choice researchers should indeed follow Salisbury and Feinberg's advice to not assume that error variances will be unaffected by experimental manipulations, and such effects should be explicitly modeled. We also agree that uncovering effects on error variance is just the first step, and the ultimate goal should be to rigorously explain the reasons for such effects.

Xiaoyan Deng and J. Wesley Hutchinson (Working), Just Do It Yourself: Does SelfDesign Work and, If So, Why?.

Yanliu Huang and J. Wesley Hutchinson (Working), There Is More to Planned Purchases than Knowing What You Want: Dynamic Planning and Learning in MultiStore Price Search Task.

Past Courses

MKTG350 SPECIAL TOPICS

Basic neuroscience made steady progress throughout the 20th century with only small areas of application outside of medicine. Over the past 30 years, however, breakthroughs in measurement and computation have accelerated basic research and created major applications for business and technology. Currently, applications to marketing research and product development are experiencing explosive growth that has been met with both excitement and skepticism. This minicourse provides an overview of these developments. The course follows a straightforward theory/application format for each major area of cognitive neuroscience. On Tuesdays, the basics of neuroscience are covered along with a few illustrative applications. A key takeaway from this part of the course is to gain the elementary scientific knowledge that is necessary to separate "neuroreality" from "neurohype." On Thursdays, we cover application areas in greater detail. There are two general types of applications. First, there are applications of neuroscience in marketing research. Topics will range from wellknown and widely used applications, such as eyetracking measures in the lab and the field, to emerging methods and measures, such as mobile EEG, face reading algorithms, and fMRI predictors of market response. ,Application areas include, packaging and shelf display, copy testing for television and print advertisements, video games, product usability studies, and simulators. Second, there are applications of neuroscience in the development of new products. Product development applications include wearable physiological devices and apps, sensory branding for foods and fragrances, pharmaceuticals and medical devices (especially prosthetic devices), and neurosciencebased "edutainment" designed to enhance cognitive functions. Special attention will also be paid to changes in brain anatomy and function over the lifespan. Key markets are children (mainly for enhancement products), seniors (mainly for remediation/restoration products), and working adults (both enhancement and remediation/restoration products). This course is selfcontained and has no prerequisites. That said, students with some background in business, industrial design, psychology, or neuroscience are likely to find the material covered in this course complementary to the knowledge they already have.

MKTG399 INDEPENDENT STUDY

MKTG611 MARKETING MANAGEMENT

This course addresses how to design and implement the best combination of marketing efforts to carry out a firm's strategy in its target markets. Specifically, this course seeks to develop the student's (1) understanding of how the firm can benefit by creating and delivering value to its customers, and stakeholders, and (2) skills in applying the analytical concepts and tools of marketing to such decisions as segmentation and targeting, branding, pricing, distribution, and promotion. The course uses lectures and case discussions, case writeups, student presentations, and a comprehensive final examination to achieve these objectives.

MKTG890 ADVANCED STUDY PROJECT

The principal objectives of this course are to provide opportunities for undertaking an indepth study of a marketing problem and to develop the students' skills in evaluating research and designing marketing strategies for a variety of management situations. Selected projects can touch on any aspect of marketing as long as this entails the elements of problem structuring, data collection, data analysis, and report preparation. The course entails a considerable amount of independent work. (Strict librarytype research is not appropriate) Class sessions are used to monitor progress on the project and provide suggestions for the research design and data analysis. The last portion of the course often includes an oral presentation by each group to the rest of the class and project sponsors. Along with marketing, the projects integrate other elements of management such as finance, production, research and development, and human resources.

MKTG899 INDEPENDENT STUDY

A student contemplating an independent study project must first find a faculty member who agrees to supervise and approve the student's written proposal as an independent study (MKTG 899). If a student wishes the proposed work to be used to meet the ASP requirement, he/she should then submit the approved proposal to the MBA adviser who will determine if it is an appropriate substitute. Such substitutions will only be approved prior to the beginning of the semester.

MKTG942 RESEARCH METHODS MKTG A

This course provides an introduction to the fundamental methodological issues that arise in experimental and quasiexperimental research. Illustrative examples are drawn from the behavioral sciences with a focus on the behavior of consumers and managers. Topics that are covered include: the development of research ideas; data collection and reliable measurement procedures; threats to validity; control procedures and experimental designs; and data analysis. Emphasis is placed on attaining a working knowledge of the use of regression methods for nonexperimental and quasiexperimental data and analysis of variance methods for experimental data. The primary deliverable for this course is a metaanalysis of a research problem of the students choosing that investigates the effects of research methods on empirical results.

MKTG943 RESEARCH METHODS MKTG B

This course provides an introduction to the fundamental methodological issues that arise in experimental and quasiexperimental research. Illustrative examples are drawn from the behavioral sciences with a focus on the behavior of consumers and managers. Topics that are covered include: the development of research ideas; data collection and reliable measurement procedures; threats to validity; control procedures and experimental designs; and data analysis. Emphasis is placed on attaining a working knowledge of the use of regression methods for nonexperimental and quasiexperimental data and analysis of variance methods for experimental data. The primary deliverable for this course is a metaanalysis of a research problem of the students choosing that investigates the effects of research methods on empirical results.

MKTG995 DISSERTATION

MKTG999 INDEPENDENT STUDY

Requires written permission of instructor and the department graduate adviser.

Society for Consumer Psychology Distinguished Scientific Contribution Award, 2010 Finalist, H. Paul Root Award, Best Paper in Journal of Marketing, 2009 Description

2009 MSI/H. Paul Root Award Finalist (Journal of Marketing article that made the most significant contribution to further the practice of marketing) for “Does InStore Marketing Work? Effects of the Number and Position of Shelf Facings on Brand Attention and Evaluation at the Point of Purchase,” coauthored with Pierre Chandon, Eric Bradlow, and Scott H. Young.

Sheth Foundation/Journal of Consumer Research LongTerm Contribution Award, 2008 Description

2008 Sheth Foundation/Journal of Consumer Research LongTerm Contribution Award for “Dimensions of Consumer Expertise,” coauthored with Joseph W. Alba

The ACR Working Paper Best Poster Award, 2007 Description

For “A Three Factor Model of Consumer Preference for SelfDesigned Products,” with Xiayan Deng

Best Article Award for the Journal of Consumer Research, 2004 Description

For “Knowledge Calibration: What Consumers Know and What They Think They Know,” coauthored with Joseph W. Alba

President, Association of Consumer Research, 20022003, 2002 O’Dell Award Finalist, 1999 Description

For best article in the Journal of Marketing Research 19921994, for “Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall,” coauthored with Kalyan Raman and Murali Mantrala

Senior Fellow, Wharton Financial Institution Center, 1996 Description

19951996

AMA Advanced Research Techniques Forum Special Session Selection, 1995 Description

For “Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall,” coauthored with Kalyan Raman and Murali Mantrala

J. C. Penney Term Professorship, 1992 Description

19921994

Sternberg Foundation/Maison Blanche Faculty Fellowship, 1992 Description

199192

Outstanding Article, Journal of Consumer Research, 1990 Description

For “Dimensions of Consumer Expertise,” coauthored with Joseph W. Alba

National Science Foundation Graduate Fellow, 1977 Description

19771980, Stanford

Knowledge @ Wharton

• Does the Good Outweigh the Bad? Sizing up ‘Selective’ Corporate Social Responsibility, Knowledge @ Wharton 06/05/2013
• What Keeps the Oreo 100 Years Young, Knowledge @ Wharton 03/06/2012
• Research Round Up: Overconfident CEOs, How to Boost Instore Sales and the Role of Nerves in Negotiation, Knowledge @ Wharton 06/08/2011
• Executives Speak Up, in Realtime, on Innovation, Financial Risk, Hiring and Other Concern, Knowledge @ Wharton 03/30/2011
• Executives Speak Up, in Realtime, on Innovation, Financial Risk, Hiring and Other Concerns, Knowledge @ Wharton 03/16/2011
• Can Regulations Create More Financially Savvy Consumers?, Knowledge @ Wharton 10/27/2010
• The iPhone in China: Will Apple Connect with the World’s Biggest Mobile Market?, Knowledge @ Wharton 09/16/2009
• The Crowded, Caffeinated Soft Drink Sector: Who Will Bubble Up to the Top?, Knowledge @ Wharton 09/02/2009
• The Shopper of Tomorrow: Trading Down, Knowledge @ Wharton 02/18/2009
• New Products (Like the iPhone): Announce Early or Go for the Surprise Rollout?, Knowledge @ Wharton 06/13/2007
• Getting Close to the Customer: Quantitative vs. Qualitative Approaches, Knowledge @ Wharton 05/05/2004