Bringing science to the art

of human judgment.

The Other End of the Pitch

At the 2012 annual conference of the United States Association of Small Business and Entrepreneurship (, I gave a presentation entitled "The Other End of the Pitch." In that, I expressed my concern that we entrepreneurship educators over-emphasize the importance of presenting an effective pitch and that we ought to help our student entrepreneurs learn how to respond better to feedback that is given after the pitch is over. My presentation was printed as an article of the Proceedings of that conference. 

A PDF copy of this article is available here

Entreprenerial Judgment and Responses to Feedback


My recently completed dissertation research investigated how entrepreneurs' judgment is reflected in the ways they respond to feedback. The findings may surprise you.


To receive an executive summary of these findings, contact me at:



The Non-Mathematical Logic of a Science of Values


Human udgment is developed, over time, from the accumulation of a person's habitual evaluative thought patterns. These patterns develop according to a structure of values and valuation. Scholars who study values and human judgment are known as axiologists. Axiologists heatedly debate whether or not the basis of the logic of values is mathematical or something else. In this peer-reviewed journal article in the 2012 issue of the Journal of Formal Axiology: Theory and Practice, I weigh in on this debate with a hermeneutic interpretation of the writings of Robert S. Hartman on this matter and I conclude that the theory of formal axiology is built upon an axiomatic logic, not a mathematical one.


A PDF copy of this article is available here.


A Meaningful Score: Hartman v. Rokeach


In this article article, I compare and contrast the value theories of Milton Rokeach and Robert S. Hartman. At first glance, their theories and the assessment instruments built on those theories seem much alike. But there the similarities end. There are fundamental differences in the construct, validation, and application of their theories. This article appeared in the 2010 issue of the Journal of Formal Axiology: Theory and Practice.


A PDF copy of this article is available here.



Sustainable Telemarketing? A New Theory of Consumer Behavior


The purpose of this paper is to propose that consumer goodwill can best be understood as a limited, but potentially renewable resource. Like a renewable natural resource, consumer goodwill can be over-exploited. A review of the rise and rapid fall of the business-to-consumer telemarketing industry in the USA provides evidence that over-exploitation of consumer goodwill is precisely what happened. Using telemarketing as a case study, I argue in this paper that dirct marketing practices ought to be managed in accordance with principles of sustainability. If they are not, the consequences may be sudden and near-permanent declines in consumer responsiveness.


This article appeared in the peer-reviewed Direct Marketing: An International Journal in 2008. This is an Emerald Group publication. A PDF copy of this article is available here.