James G. Helgeson, Ph.D., is Professor of Marketing at Gonzaga University,
USA. The primary thrust of his research has been in the area of behavioural
decision-making, focusing in particular on consumer and respondent
decision-making and information processing. His work has been published in many
journals. This is the third time he has been published in the International
Journal of Market Research or its predecessor the Journal of the Market Research
Society.