Book Review of 'the Psychology of Judgment and Decision Making'
Journal of Marketing, Vol. 58, July 1994
2 Pages Posted: 11 Feb 2005 Last revised: 22 Jul 2008
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).
So 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; (4) heuristics and biases; (5) the social side of judgment and decision making; and (6) common traps.
Keywords: Marketing, principles, psychology, decision making, marketing textbook
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