Patricia West

Associate Professor of Marketing

Marketing & Logistics


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 Behavior


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


Hoeffler, Steve, Dan Ariely, Pat West, Rod Duclos (2013). “Preference Exploration and Learning: The Role of Intensiveness and Extensiveness of Expertise,” Journal of Consumer Psychology, 23, 3, 330 – 340.

Naylor, Rebecca Walker, Cait Poyner Lamberton, and Patricia M. West (2012). “Beyond the “Like” Button: The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings”, Journal of Marketing, Vol. 76, No. 6, 105 – 120.

Lee, Cindy, Donna L. Pastore, and Patricia M. West (2010). “The Influence of Product Involvement and Fan Identification on Sponsorship Effects”, International Journal of Sport Management, Vol. 11, No. 4, 493 – 516 (Lead article)

Roberto, Anthony J., Catherine E. Goodall, Patricia M. West, John D. Mahan (2010). “Persuading physicians to test their patients' level of kidney functioning: The effects of framing and point of view. Health Communication, Vol. 25, Issue 2, 107 – 118.

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.


  • BUSML 4201 - Consumer Behavior

    Examines how and why people behave as consumers. Its goals are to provide an understanding of consumer behavior and to provide experience in the application of this knowledge to marketing management and social policy decision making. Prereq: 3250 (650), and AcctMIS 2200 (211), 2300 (212), and BusMGT 2320 (330), 2321 (331); and BusMHR 2291 or 2292 (BusADM 499.01). Not open to students with credit for 750.

  • BUSML 4231 - Promotional Strategy

    Examines how marketers utilize promotional campaigns to enhance marketing efforts. The tools needed to design, evaluate and analyze effectiveness of promotions, sponsorships, events and branded entertainment programs are explored. Prereq: 4201 (750), 4202 (758), and BusMHR 2292 (BusAdm 499.01), or equiv. Not open to students with credit for 755.