Joel Huber is the Alan D. Schwartz Professor Emeritus at the Fuqua School of Business at Duke University, USA. He and John McCann were founding members of the Marketing area when they arrived at Fuqua in 1979. He is on the review boards, is an associate editor for leading marketing journals, and was the editor of the Journal of Marketing Research from 2006 to 2009. His research interest focuses on predicting and understanding market choice. He developed new ways to measure preference through choice-based conjoint analysis.

• Set Introduction.- 2. Volume I Introduction.- 3. The Importance of Differential Weights in Multiple Attribute Models of Consumer Attitude.- 4. The Importance of Halo Effects in Multi-Attribute Attitude Models.- 5. Impact of Different Comparison Sets on Evaluation of a New Subcompact Car Brand.- 6. Alternative Explanations for Changes in Similarity Judgments and MDS Structure.- 7. Attribute Abstraction, Feature-Dimensionality, and the Scaling of Product Similarities.- 8. Validity of Information Display Boards: An Assessment Using Longitudinal Data.- 9. Development of Distinct Choice Process Segments over Time: A Stochastic Modeling Approach.- 10. Modeling Choice Among Assortments.- 11. The Impact of Bundle Type, Price Framing and Familiarity on Evaluation of the Bundle.- 12. Assessing the Validity of Emotional Typologies.- 13. The Effects of Fatigue on Judgments of Interproduct Similarity.- The Impact of Sequential Data on Consumer Confidence in Relative Judgments.- 14. Are Three-Point Scales Always Good Enough?.- 15.Alpha Inflation? The Impact of Eliminating Scale Items on Cronbach's Alpha.- 16. State-Dependence Effects in Surveys.- 17. The Structure of Survey-Based Brand Metrics.- 18. On the Limits of Research Rigidity: The Number of Items in a Scale.- 19. Valuing Customers.- 20. Metrics for Making Marketing Matter.- 21. Assessing the Enduring Impact of Influential Papers.- 22. What’s Old is New Again: A Reflection on Don Lehmann’s Research on Measurements, Models, and Metrics. 23. An Inspiration both Personally and Professionally.- 24. My Reflections on a Time Gone.