The Association for Consumer Research (ACR) announced two recipients of the 2022 Fellow in Consumer Behavior award at its annual conference in October: Joel Huber (Duke University) and Wes Hutchinson (University of Pennsylvania). The Fellowship is the highest honor that ACR grants in recognition of an individual’s contribution to scholarly work in consumer behavior over an extended period of time. Since the award was instituted almost forty years ago, only 39 individuals have been bestowed this honor. The names of previous winners are on the association website at http://www.acrwebsite.org/


ACR Fellow award recipients receive lifetime membership to the Association for Consumer Researchers and are invited to make a presentation at the ACR Conference. Next year’s conference will be held in Denver, Colorado. 


"These scholars have made an indelible scholarly impact on our discipline and are being recognized for being legends in the field. The ACR Board bestows this honor sparingly and expects Fellows to have had a significant and sustained influence on the field of Consumer Behavior. These are individuals who have advanced scholarship in a variety of ways,” said Dr. Rajiv Vaidyanathan, Executive Director of ACR. 


Joel Huber is the Alan D. Schwartz Professor Emeritus at the Fuqua School of Business. Trained at the Wharton School, he applied a mathematical psychology lens to important problems in marketing, public policy, and consumer choice.  He is most recognized for Huber, Payne, and Puto’s discovery of the “asymmetric dominance” effect. That paper won the first ACR/Sheth Foundation award for the long term contribution to consumer research. Huber also made major contributions to the measurement of consumer preferences, winning the Churchill award in 2014 for Lifetime Achievement in Marketing Research, and in 2016 the Distinguished Scientific Contribution award from the Society for Consumer Psychology. He was the Editor for the Journal of Marketing Research from 2006-2009 and is the founding editor-in-chief for the Journal of the Association for Consumer Research, among other editorial roles. 

John Wesley Hutchinson is Stephen J. Heyman Professor and Professor of Marketing Emeritus at the Wharton School of the University of Pennsylvania. A Stanford University cognitive psychology PhD, Hutchinson illuminated the roles of memory and attention in consumer choice. Hutchinson was recognized for two primary contributions: a) his central role in in leading us to understand the roles of consumer expertise, and b) his central role in our modern understanding of consumers’ “consideration sets” – arguably as important as any construct in marketing and consumer choice. Hutchinson is one of only four scholars in the world to have received the Journal of Consumer Research Best Article Award twice. Hutchinson served as President of the Association for Consumer Research, as area editor at Marketing Science, and on the editorial boards of several of our field’s leading journals.


If you would like more information about this topic, please contact Rajiv Vaidyanathan at acr@acrwebsite.org


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