Book Review of the Psychology of Judgment and Decision Making

Journal of Marketing, Vol. 58, July 1994

2 Pages Posted: 10 Oct 2011

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Date Written: July 1, 1994

Abstract

Grab a copy of your favorite textbook on marketing principles. Open to any page and try to find a principle (a suggested action for a given situation). I expect that you will not have much success. Recently, Randy Schultz and I used a systematic and extensive procedure to examine principles in basic marketing texts. With this procedure, we could not find any useful principles in our sample of nine textbooks (Armstrong and Schultz 1993).

Keywords: advertising, marketing, principles, review

Suggested Citation

Armstrong, J. Scott, Book Review of the Psychology of Judgment and Decision Making (July 1, 1994). Journal of Marketing, Vol. 58, July 1994. Available at SSRN: https://ssrn.com/abstract=1941290

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

Register to save articles to
your library

Register

Paper statistics

Downloads
33
Abstract Views
312
PlumX Metrics