John W. Payne

John W. Payne

Professor of Business Administration

External Address: 
Fuqua Sch of Bus, Durham, NC 27708
Internal Office Address: 
Box 90120, Durham, NC 27708-0120


John W. Payne is the Joseph J. Ruvane Professor of Business Administration at the Fuqua School of Business, Duke University. He also has appointments as a Professor of Psychology and Neuroscience and as a Professor of Law at Duke University.

His education includes a B.A. 1969, M.A. 1972, Ph.D. 1973 in Psychology from the University of California, Irvine. He held a position as a postdoctoral fellow in Cognitive Psychology at Carnegie-Mellon University, 1973-74.

Professor Payne’s research deals with how people make decisions, and how decision making might be improved. His particular subfield of interest is decision making under risk. He has authored or edited four books, including The Adaptive Decision Maker, and more than a 100 additional journal articles and book chapters.

He teaches courses on management and decision making.

Among his honors, Professor Payne has been elected President of the Judgment and Decision Society. He has won the Leo Melamed Prize for scholarship at the University of Chicago, for the most significant research by business school faculty. He was awarded the first JCR award for long-term contribution to consumer research He has been selected as a Fellow, American Psychological Association, 2007, and a Fellow, American Psychological Society, 1995.

Education & Training

  • Ph.D., University of California - Irvine 1973

  • M.A., University of California - Irvine 1972

  • B.A., University of California - Irvine 1969

Payne, J. W. “Information processing theory: Some concepts and methods applied to decision research.” Cognitive Processes in Choice and Decision Behavior, Lawrence Erlbaum Associates, 1980.

Payne, J. W., and J. S. Carroll. “Judgments about crime and the criminal: A model and a method for investigating parole decisions.” Perspectives in Law and Psychology.  Volume I:  The Criminal Justice System, edited by B. D. Sales, Plenum, 1977.

Payne, J. W., and J. S. Carroll. “The psychology of the parole decision process.” Cognition and Social Behavior, Lawrence Erlbaum Associates, 1976.

Payne, J. W. “Heuristic search processes in decision making.” Advances in Consumer Research, Vol. 3, 1976.

Luce, M. F., et al. “The Impact of Emotional Trade-Off Difficulty on Decision Behavior (In preparation).” Conflict and Tradeoffs in Decision Making: Essays in Honor of Jane Beattie, edited by G. Loomes and J. Baron.

Luce, M. F., et al. “An Information Processing Perspective on Choice.” Decision Making from a Cognitive Perspective: Psychology of Learning and Motivation, edited by J. R. Busemeyer et al., vol. 32, Academic Press, pp. 137–75.

Bettman, J. R., et al. “Adapting to Time Constraints.” Time Pressure and Stress in Human Judgment and  Decision Making, edited by J. Maule and O. Svenson, Plenum, pp. 103–16.

Luce, M. F., et al. “Minimizing Negative Emotion as a Decision Goal: Investigating Emotional Trade-off Difficulty.” The Why of Consumption, edited by J. W. Huffman et al.


Shiv, B., et al. “Does elaboration increase or decrease the effectiveness of negatively versus positively framed messages?Journal of Consumer Research, vol. 31, no. 1, June 2004, pp. 199–208. Scopus, doi:10.1086/383435. Full Text

Luce, M. F., et al. “Coping with Unfavorable Attribute Values in Choice.Organizational Behavior and Human Decision Processes, vol. 81, no. 2, Mar. 2000, pp. 274–99. Epmc, doi:10.1006/obhd.1999.2872. Full Text

Payne, J. W., et al. “Valuation of Multiple Environmental Programs.” Journal of Risk and Uncertainty, vol. 21, no. 1, Jan. 2000, pp. 95–115. Scopus, doi:10.1023/A:1026573527618. Full Text

Luce, M. F., et al. “Attribute Identities Matter: Subjective Perceptions of Attribute Characteristics.” Marketing Letters, vol. 11, no. 2, Jan. 2000, pp. 103–16. Scopus, doi:10.1023/A:1008159022055. Full Text

Hastie, R., et al. “Juror judgments in civil cases: Hindsight effects on judgments of liability for punitive damages.” Law and Human Behavior, vol. 23, no. 5, Sept. 1999, pp. 597–614. Scopus, doi:10.1023/A:1022352330466. Full Text

Hastie, R., et al. “Juror judgments in civil cases: Effects of plaintiff's requests and plaintiff's identity on punitive damage awards.” Law and Human Behavior, vol. 23, no. 4, Aug. 1999, pp. 445–70. Scopus, doi:10.1023/A:1022312115561. Full Text

Luce, M. F., et al. “Emotional trade-off difficulty and choice.” Journal of Marketing Research, vol. 36, no. 2, Jan. 1999, pp. 143–59. Scopus, doi:10.2307/3152089. Full Text

Hastie, R., et al. “Reply to Vidmar.” Law and Human Behavior, vol. 23, 1999, pp. 715–18.

Payne, J. W., et al. “Measuring Constructed Preferences: Towards a Building Code.” Journal of Risk and Uncertainty, vol. 19, no. 1–3, Jan. 1999, pp. 243–70. Scopus, doi:10.1023/a:1007843931054. Full Text

Hastie, R., et al. “Juror judgments in civil cases: Hindsight effects on liability judgments for punative damages.” Law and Human Behavior, vol. 23, 1999, pp. 597–614.