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Faculty Experts Guide

Patricia M. West

Associate Dean for Undergraduate Programs;
Associate Professor of Marketing

Areas of expertise

Consumer judgment and decision making
Consumer learning
Neural networks


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


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.

Contact Information

544 Fisher Hall
Fisher College of Business
2100 Neil Avenue
Columbus, OH 43210
(614) 292-0568