Patricia M. West

Professor West is currently Associate Dean for Undergraduate Programs.  

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.

Areas of expertise

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


  • PhD, University of Chicago
  • AM, University of Chicago
  • BA, Elmhurst College
  • Roberto, A. J., Goodall, C. E, West, P., & Mahan, J. D. (in press).  “Persuading physicians to test their patients’ level of kidney functioning: The effects of framing and point of view” Health Communication.
  • Hoeffler, Steven, Dan Ariely, and Patricia M. West (2006), “Path dependent preferences: The role of early experience and biased search in preference development” Organizational Behavior and Human Decision Processes, 101 (2), 215-229.
  • West, Patricia M., Joel Huber, and Kyeong Sam Min (2004) “Altering Experienced Utility: The Impact of Story Writing and Self-Referencing on Preferences” Journal of Consumer Research, 31 (3), 623-630.
  • Gershoff, Andrew D., Susan Broniarczyk, and Patricia M. West (2001), “Consumer Sensitivity to Task Dependence in Information Assessment: An Agent Context” Journal of Consumer Research., 28 (3), 418-438.
  • West, Patricia M., Dan Ariely, Steve Bellman, Eric Bradlow, Joel Huber, Eric Johnson, Barbara Kahn, John Little, and David Sckhade (1999), “Agents to the Rescue?” Marketing Letter, 10 (3) 285-300.
  • West, Patricia M., and Susan M. Broniarczyk (1998), “Integrating Multiple Opinions: The Role of Aspiration Level on Consumer Response to Critic Consensus,” Journal of Consumer Research, 25 (1), 38-51.
  • Gershoff, Andrew D. and Patricia M. West (1998), “Using Community Knowledge to Build Intelligent Agents,” Marketing Letters, 9 (1), 79-91.
  • West, Patricia M., Patrick Brockett, and Linda L. Golden (1997), “A Comparative Analysis of Neural Networks and Statistical Methods for Predicting Consumer Choice,” Marketing Science, 16 (4), 370-391.
  • West, Patricia M., Christina L. Brown, and Stephen J. Hoch (1996), “Consumption Vocabulary and Preference Formation,” Journal of Consumer Research, 23 (September), 120-135.
  • West, Patricia M. (1996), “Predicting Preferences: An Examination of Agent Learning,” Journal of Consumer Research, 23 (June), 68-80. Winner of the Robert Ferber Award for the best article based on a dissertation.

Manuscripts in Preparation and Under Review

  • Min, Kyeong Sam, Patricia M. West, Joel Huber (2008), “Timing is Everything: Communication Product Unavailability” being revised for submission to the Journal of Marketing Research.
  • Min, Kyeong Sam, Patricia M. West (2007), “Effects of Phantom Decoys and Decision Importance on Choice.” being revised for resubmission to the Journal of Consumer Psychology.
  • Hoeffler, Steve, Dan Ariely, Patricia M. West, Rod Duclos (2006), “Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Experience” being prepared for resubmission to the Journal of Consumer Research.
  • West, Patricia M., Daniel G. McDonald (2006), “Does Candidate or Supporter Information Drive Candidate Preferences?”


  • E-mail

    (614) 292-0568

    (614) 292-0879

    Department of Marketing & Logistics
    Fisher College of Business
    The Ohio State University
    200 Fisher Hall
    2100 Neil Avenue
    Columbus, OH 43210


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