Publications

Prof Bitange Ndemo has published and co-othered several publications in various journals. Below are a number of these publications.

2011
The 2/28 Mortgage: When Business and Psychology Intersect in a New Consumer Product
1995
Your Preferences May be Hazardous to Your Wealth: How False Consensus and Overconfidence Influence Judgments of Product Success
2010
Pricing Add-Ons as Totals: How Changing Price Display Can Influence Consumer Choice
2010
Observing Unobserved Heterogeneity: Using Process Data to Enhance Choice Models
2010
Mediators of Loss Aversion
2010
Distribution Builder: A Tool for Measuring Preferences for Investment Risk
Measuring individual-level loss aversion using simple experiments
2013
Can Consumers Make Affordable Care Affordable?
The Value of Choice Architecture In PLOS ONE
1991
The Process-Performance Paradox in Expert Judgment: How Can Experts Know So Much and Predict So Badly?
Toward a General Theory of Expertise: Prospects and Limits
2003
Thinking About Attention in Games: Backward and Forward Induction
The Psychology of Economic Decisions
2005
Gain and Loss Ultimatums
In Advances in Applied Microeconomics, Volume 13: Experimental and Behavioral Economics
2006
Constructing Preferences From Memory
The Construction of Preference
2007
Consumer Behavior and Marketing
Social Psychology: Handbook of Basic Principles
2008
Decisions under Uncertainty: Psychological, Economic, and Neuroeconomic Explanations of Risk Preference
Neuroeconomics: Decision Making and the Brain
2008
Explicit and Implicit Strategies in Decision Making In Better Than Conscious?
Decision Making, the Human Mind, and Implications for Institutions
2013
Computational and Process Models of Decision Making in Psychology and Behavioral Economics
Neuroeconomics: Decision Making and the Brain
1990
Decision Research: A Field Guide
1993
The Adaptive Decision Maker
1984
Product Familiarity and Learning New Information
Journal of Consumer Research
1984
Compensatory Choice Models of Noncompensatory Processes: The Effect of Varying Context
Journal of Consumer Research
1985
Effort and Accuracy in Choice
Management Science
1988
Information Displays and Preference Reversals
Organizational Behavior and Human Decision Processes
1988
Adaptive Strategy Selection in Decision Making
Journal of Experimental Psychology: Learning, Memory, and Cognition
1989
When Choice Models Fail: Compensatory Representations in Negatively-Correlated Environments
Journal of Marketing Research
1989
Information Overload and the Nonrobustness of Linear Models: A Comment on Keller and Staelin
Journal of Consumer Research
1989
Cognitive Processes in Preference Reversals
Organizational Behavior and Human Decision Processes
1989
Bias in Utility Assessments: Further Evidence and Explanations
Management Science
1990
Gambling with the House Money and Trying to Break Even: The Effects of Prior Outcomes on Risky Choice
Management Science
1992
A Constructive Process View of Decision Making: Multiple Strategies in Judgment and Choice
Acta Psychologica
1992
Behavioral Decision Research: A Constructive Processing Perspective
Annual Review of Psychology
1993
Reference Dependence, Loss Aversion, and Brand Choice
Marketing Science
1993
Does Measuring Intent Change Behavior?
Journal of Consumer Research
1993
Correlation, Conflict, and Choice
Journal of Experimental Psychology: Learning, Memory, and Cognition
1993
Framing, Probability Distortions, and Insurance Decisions
Journal of Risk and Uncertainty
1995
Preference Reversals in Monetary and Life Expectancy Evaluations
Organizational Behavior and Human Decision Processes
1995
Empirical Generalizations in the Modeling of Consumer Choice
Marketing Science
1997
Watching Customers Decide: Process Measures Add Insights to Choice Modeling Experiments
Marketing Research
1997
Mere-Possession Effects Without Possession in Consumer Choice
Journal of Consumer Research
1997
A Comparison of Two Process Tracing Methods for Choice Tasks
Organizational Behavior and Human Decision Processes
1997
Choice in Computer-Mediated Environments
Marketing Letters
1998
Divide and Prosper: Why Firms Divide Prices Instead of Charging a Single Price
Journal of Marketing Research
1999
Predictors of Online Buying Behavior
Communications of the ACM
1999
Anchoring, Confirmatory Search, and the Construction of Values
Organizational Behavior and Human Decision Processes
1999
Agents to the Rescue?
Marketing Letters
2000
Consumer Buying Behavior on the Internet: Findings from Panel Data
Journal of Interactive Marketing
2001
To Opt-In or Opt-Out: That Depends on the Question
Communications of the ACM
2001
Digitizing Consumer Research
Journal of Consumer Research
2002
When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices
Journal of Consumer Research
2002
Detecting Failures of Backward Induction: Monitoring Information Search in Sequential Bargaining
Journal of Economic Theory
2002
Defaults, Framing and Privacy: Why Opting In-Opting Out
Marketing Letters
2003
Do Defaults Save Lives?
Science
2003
Cognitive Lock-In and the Power Law of Practice
Journal of Marketing
004
When Do Fair Beliefs Influence Bargaining Behavior? Experimental Bargaining in Japan and the United States
Journal of Consumer Research
2004
Rediscovering Risk
Journal of Public Policy and Marketing
2004
International Differences in Information Privacy Concerns: A Global Survey of Consumers
Information Society
2004
Defaults and Donation Decisions
Transplantation
2004
On the Depth and Dynamics of Online Search Behavior
Management Science
2005
Making Better Decisions: From Measuring to Constructing Preferences
Health Psychology
2006
Designing Marketplaces of the Artificial with Consumers in Mind: Four Approaches to Understanding Consumer Behavior in Electronic Environments
Journal of Interactive Marketing
2006
Let’s Get Personal: An International Examination of the Influence of Communication, Culture and Social Distance on Other Regarding Preferences
Journal of Economic Behavior and Organization
2006
Things That Go Bump in the Mind: How Behavioral Economics Could Invigorate Marketing
Journal of Marketing Research
2007
Aspects of Endowment: A Query Theory of Loss Aversion
Journal of Experimental Psychology-Learning Memory and Cognition
2007
Asymmetric Discounting in Intertemporal Choice: A Query-Theory Account
Psychological Science
2008
Postscript: Rejoinder to Brandstatter, Gigerenzer, and Hertwig
Psychological Review
2008
Choosing Outcomes Versus Choosing Products: Consumer-Focused Retirement Investment Advice
Journal of Consumer Research
2008
Process Models Deserve Process Data: Comment on Brandstatter, Gigerenzer, and Hertwig
Psychological Review
2008
Man, My Brain Is Tired: Linking Depletion and Cognitive Effort in Choice
Journal of Consumer Psychology
2009
Mindful Judgment and Decision Making
Annual Review of Psychology
2009
The Silver Lining Effect: Formal Analysis and Experiments In Management Science
2010
Lateral prefrontal cortex and self-control in intertemporal choice
Nature Neuroscience
2010
A Dirty Word or a Dirty World? Attribute Framing, Political Affiliation, and Query Theory
Psychological Science
2011
Query Theory: Knowing What We Want by Arguing with Ourselves
Behavioral and Brain Sciences
2011
Choice by value encoding and value construction: Processes of loss aversion
Journal of Experimental Psychology: General
2011
Local Warming: Daily temperature changes influences belief in global warming
Psychological Science
2011
Partitioning Default Effects: Why People Choose Not to Choose
Journal of Experimental Psychology: Applied
2012
Choice without Awareness: Ethical and Policy Implications of Defaults
Journal of Public Policy & Marketing
2012
Beyond Nudges: Tools of a Choice Architecture
Marketing Letters
2013
Dynamic Experiments for Estimating Preferences: An Adaptive Method of Eliciting Time and Risk Parameters
Management Science,
2013
Choice theories: What are they good for?
Journal of Consumer Psychology
2013
Life Expectancy as a Constructed Belief: Evidence of a Live-To or Die-By Framing Effect
Journal of Risk and Uncertainty
2013
Complementary Cognitive Capabilities, Economic Decision-Making, and Aging
Psychology and Aging
2014
Sound credit scores and financial decisions despite cognitive aging In Proceedings of the National Academy of Sciences
2014
How warm days increase belief in global warming
Nature Climate Change
2015
Time to Retire: Why Americans Claim Benefits Early and How to Encourage Them to Delay
Behavioral Science and Policy
2015
Behavioral Economics and Insurance Exchanges
New England Journal of Medicine
Vol: Healthcare.gov 3.0
2015
Connecting cognition and consumer choice
Cognition
Using Framing Effects to Inform More Sustainable Infrastructure Design Decisions
Journal of Construction Engineering and Management
2016
The Price Does Not Include Additional Taxes, Fees, and Surcharges: A Review of Research on Partitioned Pricing
Journal of Consumer Psychology
2017
Behaviorally Informed Policies for Household Financial Decision making
Behavioral Science & Policy
2019
What’s the Catch? Suspicion in Bank Motives and Sluggish Refinancing
The Review of Financial Studies 
2020
A Consensus-Based Transparency Checklist
Nature Human Behavior
2018
A Comparative Study on Micro, Small and Medium Enterprises in Indonesia and Kenya. Center for Industry, SME and Business Competition Studies, USAKTI.
Research Collaboration Paper Series No.10, October 2018.
2020
Entrepreneurial Education and Innovative Pedagogy: A Case Study of Mpesa Foundation Academy
Journal of Small Business Management.
2012
Case Study: Disseminating the Power of Information: Kenya Open Data Initiative
Princeton University Press (2012).
Vol: Innovation for Successful Societies
2015
The Significance of Faith Based Enterprises in the Dual Roles of Social Good and Economic Development in Kenya
DBA Management Review 2015. University of Nairobi.
2016
Employee Perception Towards Talent Management Strategy and Staff Retention at Deloitte & Touche, Kenya.
Journal of Strategic Management
Vol: Online Vol.1, Issue 1 No.1, pp 18 - 35, (2016)
2017
The Necessity of Portfolio Entrepreneurship and its Challenges: A Case Study of Online Agricultural Services in Kenya.
International Journal of Advanced Engineering and Management Research
Vol: Vol. 2 Issue 3
2017
Making Sense of Africa’s Emerging Digital Transformation and its Many Futures
Africa Journal of Management
Vol: Vol. 3
2018
A Comparative Study on Micro, Small and Medium Enterprises in Indonesia and Kenya. Center for Industry, SME and Business Competition Studies, USAKTI
Research Collaboration Paper Series No.10, October 2018
Vol: No.10
2018
The Antecedents of Innovativeness in Small and Medium Manufacturing Enterprises in Kenya
A Critical Literature Review. African Journal of Business Management.
Vol: Vol. 12(17), pp. 527-535, 14 September, 2018 DOI: 10.5897/AJBM2018.8618 Article Number: C57144D58770
2018
Small and Medium Enterprises in Kenya: Current State, Opportunities and Challenges
International Journal of SME and Business Sustainability
Vol: Volume 3, Number 3 November 2018
2018
The Promise of New Entrepreneurial Models in Africa’s Digital Future
International Journal of SME and Business Sustainability
Vol: Volume 3, Number 3 November 2018
2018
Institutionalism and Development Process of Family Firms in Kenya.
African Journal of Business Management
Vol: Vol. 12(24) , pp 726-736
2019
Globalization: Do African Women Entrepreneurs Matter?
International Journal of Management & Entrepreneurship Research.
Vol: International Journal of Management & Entrepreneurship Research. Vol.1(2). Pp 89-104.
2015
Using Policy to Develop A BPO Industry in Africa.
London. Kempstone Media
Vol: Africa Policy Review
2016
Leveraging on our past to build a better future
Edited by Susan Wakhungu Githuku (2013)
Vol: Where is Kenya – 50 Voices Speak?  pp 224-233
2007
Entrepreneurship and Change. International Handbook of Research on Indigenous
Edited by Leo-Paul and Robert B. Anderson.
Vol: Entrepreneurship pp. 84-99
2015
Effective Innovation Policies Development: A Case of Kenya.
Vol: The Global Innovation Index 2015: Effective Innovation Policies for Development.
2015
Information and Communications Technologies.  In Terence McNamee, Mark Pearson and Wieber Boer, Africans Investing in Africa
London: Palgrave Macmillan
Vol: Understanding Business and Trade, Sector by Sector (pp 177-202).
2016
Nurturing Creativity and Innovation in African Enterprises: A Case Study of Kenya.  
Intech
Vol: In Mario France, Entrepreneurship Practice-Oriented Perspectives (pp 21 - 37)
2016
Enabling an Inclusive Innovation Ecosystem and SME Development in Kenya:  The Role of ICTs
London: Palgrave Macmillan
Vol: . In Agola N., and Hunter A., Inclusive Innovation for Sustainable Development.  Theory and Practice (pp 39-56)
2016
Inside a policymaker’s mind: An entrepreneurial approach to policy development and implementation
London: Palgrave Macmillan
Vol: In B. Ndemo & T. Weiss (Eds.), Digital Kenya: An entrepreneurial revolution in the making (pp. 339–367).
2016
The Paradigm Shift: Disruption, Creativity and Innovation in Kenya.  
London: Palgrave Macmillan.
Vol: .  In B. Ndemo & T. Weiss (Eds.), Digital Kenya: An entrepreneurial revolution in the making (pp. 1 - 12).
2017
Growth of African SMEs and Jobs Will Depend on Technology Uptake. Foresight Africa, the Africa Growth Initiatives Annual Flagship Report.
Washington. Brookings Institute
2018
A Call for Lifelong Learning Models in the Digital Age in The Future of Work in the Global South, Galperin H., Alarcon A.
International Development Research Center
2018
Digital Forms of Exclusion: Ecological Systems Theory Perspective Big Data Analytics and Visualizations in the Measurement of U.N. Social Development Goals in Africa in Graham, Eduardo, and Sanna, Big Data and Development.
Oxford University Press.
2018
Toward the Transformative Power of Universal Connectivity
Mark Graham Digital Economies at Global Margins. MIT Press.
2020
Orchestrating Smart Cities, New Disruptive Business Models and Informal Enterprises
DOI: 10.5772/intechopen.94075.
2020
Slum Digitisation, Its Opponents and Allies in Developing Smart Cities: The Case of Kibera, Nairobi
Hawken S., Han H., Pettit C. (eds) Open Cities | Open Data. Palgrave Macmillan, Singapore,
2020
Mobile technology and development
N. Cheeseman, K. Kanyinga and G. Lynch (eds.), Oxford Handbook of Kenyan Politics. Oxford: Oxford University Press
2020
The role of mobile technologies and inclusive innovation policies in SME development in Sub Saharan Africa”. In A Research Agenda for Entrepreneurship Policy.
Cheltenham, UK: Edward Elgar Publishing. doi:
2016
Digital Kenya – An Entrepreneurial Revolution in the Making.
Landmark Publication featuring Key Experts from Kenya’s startup scene. Palgrave
2005
Maasai Entrepreneurship and Change
Journal of Small Business & Entrepreneurship
Vol: Vol. 18 No. 2
2006
Assessing sustainability of faith-based enterprises in Kenya.
International journal of social economics
2007
Women entrepreneurs and strategic decision making. Management Decision
2012
Disseminating the Power of Information: Kenya Open Data Initiative. Innovation for Successful Societies. Princeton University Press
Case Study
2014
What drives women out of Entrepreneurship? The joint role of culture and access to finance.
DBA Africa Management Review
Vol: 2
2015
Linkage Dynamics between MSEs and Multinational Corporations in Kenya.
A longitudinal review of a 2005 conference paper
Vol: BA Africa Management Review 1
2015
Political Entrepreneurialism: Reflections of a Civil Servant on the Role of Political Institutions in Technology Innovation and Diffusion in Kenya.
International Journal of Security and Development
Vol: 4(1):15
2015
Book Review: Nagy Hanna and Renee Summer’s Insights into a Holistic ICT Driven Transformation
The African Journal of Information and Communication (AJIC)
Vol: Issue 15
2016
Employee Perception Towards Talent Management Strategy and Staff Retention at Deloitte & Touche, Kenya.
Journal of Strategic Management
Vol: 1, Issue 1 No.1, pp 18 – 35
2017
The Necessity of Portifolio Entrepreneurship and its Challenges: A Case Study of Online Agricultural Services in Kenya
International Journal of Advanced Engineering and Management Research
Vol: 2 Issue 3
2017
Determinants of the Performance of Social Entrepreneurship in Kenya.
International Journal od Entrepreneurship.
Vol: 1.1
2017
Effects of Financial Access on the performance of Social Entrepreneurship Firms in Kenya.
American Journal of Finance
Vol: 1 5
2017
Making Sense of Africa’s Emerging Digital Transformation and its Many Futures
Africa Journal of Management
Vol: 3
2018
Digital Entrepreneurial Behaviour and Government Support in Kenya.
International Journal of Economics, Business and Management Research.
Vol: 2