Patricia M. West

Associate Dean of Undergraduate Programs;                             Associate Professor of Marketing

Areas of expertise

• Consumer judgment and decision making
• Consumer learning
• Neural networks

Education

• PhD, University of Chicago
• AM, University of Chicago
• BA, Elmhurst College

Biography

Professor West’s research focuses on consumer learning and “smart agents.” In particular, she studies how to elicit consumer preference and assist buyers in the decision-making process. Her work also examines the use of neural networks in predicting consumer choice. Professor West has published her work in the Journal of Consumer Research, Marketing Science and Marketing Letters. She has been awarded several University of Chicago fellowships, the Hillel J. Einhorn Memorial Fellowship and a 1997 Journal of Consumer Research Robert Ferber Award.