Associate Professor and Department Chair : Marketing Department
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James Heyman joined the faculty in 2005. He teaches in both the undergraduate and MBA programs. Heyman's general research analyzes how individuals make judgements when they only have a small amount of information.
His current focus is on combining algorithmic complexity and information theory to develop a cost/benefit measure for different forms of survey methods. He has published articles in Psychological Science, Journal of Interactive Marketing, American Behavioral Scientist, Journal of Marketing Communications, Motivation and Emotion, and Assessment & Evaluation in Higher Education. His papers have also been published in the Handbook of Consumer Psychology and Recent Developments in Behavioral Economics.
Heyman has been an ad hoc reviewer for Association for Consumer Research, British Journal of Social Psychology, Econometrica, International Economic Review, Journal of Applied Social Psychology, Journal of Experimental Social Psychology, Journal of Interactive Marketing, Marketing Science, and Managerial and Decision Economics.
He received his B.A. in economics and his M.Sc. in applied mathematics from the Naval Postgraduate School, and his Ph.D. in marketing from the University of California-Berkeley.more
B.A., business & economics, Macalester College
M.Sc., applied mathematics, Naval Postgraduate School
M.S., business administration, University of California at Berkeley
Ph.D., business administration (marketing), University of California at Berkeley
- Consumer behavior
- Behavioral economics
- Survey methodology
- Effect of survey task structure on respondent scale usage
- Behavioral aspects of stock market volatility
- Social aspects of labor markets
Abendroth, Lisa and James Heyman, "Honesty is the Best Policy: The Effects of Disclosure in Word-of-Mouth Marketing," Journal of Marketing Communications (forthcoming).
- Sailors, John and James Heyman, "Compound Anchors and Their Subsequent Effect on Judgments," American Behavioral Scientist 55:8 (2011): 1035-1051.
- Heyman, James and John Sailors, "Peer Assessment of Class Participation: Applying Peer Nomination to Overcome Rating Inflation," Assessment & Evaluation in Higher Education (2010).
- Heyman, James and B. Mellers, "Perceptions of Fair Pricing." In Handbook of Consumer Psychology, edited by C. Haugtvedt, F. Kardes and P. Herr. 2008.
- Heyman, James and Dan Ariely, "Effort for Payment: A Tale of Two Markets." In Recent Developments in Behavioral Economics, edited by S. Maital. 2007.
- Heyman, James and Dan Ariely, "Effort for Payment: A Tale of Two Markets," Psychological Science 15:11 (2004): 787-793.
- Heyman, James, Dan Ariely and Yesim Orhun, "Auction Fever: The Effect of Opponents and Quasi-Endowment on Product Variations," Journal of Interactive Marketing 18:4 (2004): 7-21.
- Heyman, James, Barbara Mellers, Sergei Tishcenko and Alan Schwartz, "I Was Pleased a Moment Ago: How Pleasure Varies with Background and Foreground Reference Points," Motivation and Emotion 28:1 (2004): 65-83.
Significant Scholarly Honors
- Sheth Fellow, American Marketing Association, 2004
- Henry K. Hayase award, U.C. Berkeley 2003
- Frank G. Drum fellowship, U.C. Berkeley2000-2001