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Executive Director, the Centre for the Study of Choice (CenSoC), University of Technology Sydney

Jordan Louviere received his PhD in geography and transportation planning from the University of Iowa in 1973. He was an academic geographer from 1973-1978, when he was recruited to the marketing department at the University of Iowa and changed careers. Jordan's research focuses on human decision-making and choice behaviour. He has published over 200 academic papers, books chapters and books. His work has been cited more than 13,000 times in Scholar Google, and his H-Index is 50. He is a Fellow of the Australian Academy of Social Sciences, and a Fellow of the Australia and NZ Marketing Academy. In 2010 he won the American Marketing Associations Parlin Award for lifetime contributions to marketing research.

Prior to joining UTS, Jordan was the Foundation Chair in Marketing at the University of Sydney. He proposed and founded CenSoC in 2003, and has watched it grow from 3 people to 35 in Sydney, with an additional 25 affiliates in Europe, the US, Australia and NZ.


  • 2003–present
    Professor of Marketing, The University of Technology, Sydney


  • 1973 
    The University of Iowa, PhD/Geography

Research Areas

  • Transport Planning (120506)
  • Econometric And Statistical Methods (140302)
  • Applied Economics (1402)
  • Ecological Economics (149902)
  • Health Economics (140208)
  • Marketing (1505)
  • Marketing Research Methodology (150505)
  • Decision Making (170202)
  • Article Feed
  • 0295149799
  • Joined