Marketing Home Page
Marketing Faculty and Staff
Graduate Programs in Business Home Page
WCB Home Page
UF Home Page

UF Economics Department
Marketing Department Faculty Directory

Lyle Brenner's Research

Interests: consumer and managerial decision making, judgment under uncertainty, consumer reasoning, mathematical psychology, statistics and research methods

Professor Brenner's research investigates how consumers and managers make predictions, inferences, and decisions. He has published articles on the determinants of overconfident predictions, the evaluation of biased evidence, the assessment of subjective probability, and contextual influences on consumer choices.  He teaches courses in consumer behavior, quantitative methods & statistical modeling, and managerial decision making.


·         Bilgin, B. & Brenner, L. (2013).  Context affects the interpretation of low but not high numerical probabilities: A hypothesis testing account of subjective probability.  Organizational Behavior and Human Decision Processes, 121, 118-128. Article

·         Brenner, L., Griffin, D. & Koehler, D. (2012).  A case-based model of probability and pricing judgments: Biases in buying and selling uncertainty.  Management Science, 58, 159-178. Article

·         Brenner, L. & Bilgin, B. (2011). Preference, projection, and packing: Support theory models of judgments of others’ preferences.  Organizational Behavior and Human Decision Processes, 115, 121-132. Article

·         Brenner, L. (2011). Loss aversion and consumer choice.  In J. W. Alba (Ed.), Consumer Insights: Findings from Behavioral Research, Marketing Science Institute.

·         Bilgin, B. & Brenner, L. (2008).  Temporal distance moderates description dependence of subjective probability. Journal of Experimental Social Psychology, 44, 890-895. Article

·         Ward, A., Disston, L. G., Brenner, L., & Ross, L. (2008). Acknowledging the other side in negotiation. Negotiation Journal, 24,  269-285. Article

·         Brenner, L., Rottenstreich, Y., Sood, S., & Bilgin, B. (2007). On the psychology of loss aversion: Possession, valence, and reversals of the endowment effect. Journal of Consumer Research, 34, 369-376. Article

·         Griffin, D., Koehler, D., & Brenner, L. (2007).  Frequency formats are a small part of the base rate story.  Behavioral and Brain Sciences, 30, 268-269. Article

·         Rottenstreich, Y., Sood, S., & Brenner, L. (2007). Feeling and thinking in memory-based versus stimulus-based choices. Journal of Consumer Research, 33, 461-469. Article

·         Ward, A. & Brenner, L. (2006). Accentuate the negative: The positive effects of negative acknowledgment. Psychological Science, 11, 959-962. Article

·         Narasimhan et al. (2005). Incorporating behavioral anomalies in strategic models. Marketing Letters, 16, 361-373. Article

·         Brenner, L., Griffin, D. & Koehler, D. (2005). Modeling patterns of probability calibration with Random Support Theory:  Diagnosing case-based judgment. Organizational Behavior and Human Decision Processes, 97, 64-81. Article

·         Sood, S., Rottenstreich, Y., & Brenner, L. (2004). On decisions that lead to decisions: Direct and derived evaluations of preference.  Journal of Consumer Research, 31, 17-25. Article

·         Griffin, D. & Brenner, L. (2004). Perspectives on probability judgment calibration.  In D. J. Koehler and N. Harvey (Eds.), Blackwell Handbook of Judgment and Decision Making, pp. 177-199. Article

·         Brenner, L. (2003). A random support model of the calibration of subjective probabilities. Organizational Behavior and Human Decision Processes, 90, 87-110. Article

·         Koehler, D. J., Brenner, L., & Griffin, D. (2002).  The calibration of expert judgment: Heuristics and biases beyond the laboratory.  In T. Gilovich, D. Griffin, and D. Kahneman (Eds.), Heuristics and Biases: The Psychology of Intuitive Judgment.

·         Brenner, L., Koehler, D. J., & Rottenstreich, Y. (2002).  Remarks on support theory: Recent advances and future directions.  In T. Gilovich, D. Griffin, and D. Kahneman (Eds.), Heuristics and Biases: The Psychology of Intuitive Judgment. 

·         Wathieu, L., et al. (2002). Consumer control and empowerment: A primer. Marketing Letters, 13, 297-305. Article

·         Batsell, R., Brenner, L., Osherson, D., Tsavachidis, S., & Vardi, M. (2002). Eliminating incoherence from subjective estimates of chance.  In proceedings for KR2002: Eighth International Knowledge Representation and Reasoning Conference.  Article

·         Brenner, L. (2000). Should observed overconfidence be dismissed as a statistical artifact? Critique of Erev, Wallsten & Budescu (1994). Psychological Review, 107, 943-946.  Article

·         Brenner, L., Rottenstreich, Y., & Sood, S. (1999) Comparison, grouping, and preference. Psychological Science, 10, 225-229. Article

·         Brenner, L., & Rottenstreich, Y. (1999) Focus, repacking, and the judgment of grouped hypotheses.  Journal of Behavioral Decision Making, 12, 141-148. Article

·         Brenner, L., & Koehler, D. (1999). Subjective probability of disjunctive hypotheses:  Local-weight models for decomposition of evidential support.  Cognitive Psychology, 38, 16-47. Article

·         Rottenstreich, Y., Brenner, L., & Sood, S. (1999). Similarity between hypotheses and evidence. Cognitive Psychology, 38, 110-128.  Article

·         Koehler, D., Brenner, L. & Tversky, A. (1997). The enhancement effect in probability judgment.  Journal of Behavioral Decision Making, 10, 293-313. Article

·         Brenner, L., Koehler, D.,  Liberman, V. & Tversky, A. (1996). Overconfidence in probability and frequency Judgments: A critical examination. Organizational Behavior and Human Decision Processes, 65, 212-219.  Article

·         Brenner, L., Koehler, D & Tversky, A. (1996). On the evaluation of one-sided evidence. Journal of Behavioral Decision Making, 9, 59-70.  Article

·         Koehler, D, Brenner, L, Liberman, V. & Tversky, A. (1996). Confidence and accuracy in trait inference: Judgment by Similarity. Acta Psychologica, 92, 33-57. Article

·         Mann, T. & Brenner, L. (1996). Improving text memory by reorganizing interfering text at retrieval. American Journal of Psychology, 109, 539-550. Article   

Return to Lyle Brenner's Main Page

Marketing Dept. Site Map University of Florida Home Page Search the WCB Site Warrington College of Business Home Page Marketing Dept. Home Page

Last updated on August 10, 2004.
Questions concerning this page should be sent to Jennifer Maynard at
©2000 University of Florida, all rights reserved.
University of Florida
Graduate Programs in Business
Warrington College of Business