Marketing Papers

Document Type


Date of this Version

July 1994


Where can one find basic marketing principles? Up to now, my favorite source has been Influence(Cialdini 1984, 1993). In The Psychology of Judgment and Decision Making, Plous (rhymes with house) adds to Cialdini by summarizing important principles in an effective manner. The book contains a wonderful selection of the classic studies on psychology. These are organized into six sections: (1) perception, memory, and context; (2) how questions affect answers; (3) models of decision making; (43 heuristics and biases; (5) the social side of judgment and decision making; and (6) common traps.


Postprint version. Published in Journal of Marketing, Volume 58, Issue 3, July 1994, pages 119-120.
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Date Posted: 14 June 2007

This document has been peer reviewed.