AMP's third Faculty Fireside Chat of the year will feature Professor Pat West, who teaches Advertising & Promotions in the graduate program as well as Consumer Behavior in the undergraduate program. Pat will be presenting on the research that she is currently doing with Steve Hoeffler and Dan Ariely on "The Curse of Expertise."

This is a casual, intimate event that allows you the opportunity to meet and interact with one of Fisher's top faculty members. Space is limited, so sign-up now!

About Pat West:

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.

About Pat's Research:

After extensively studying consumer preference learning, my co-authors and I are taking a new direction in our work looking at the potential "curse of expertise."  I will share some background on what we know about how consumers learn their preferences in consumption contexts like wine, cheese, beer, and most recently fragrances, then discuss how this process might actually leave you worse off than a novice consumer.