Christopher Bechler
Marketing
Assistant Professor, Marketing
- Consumer behavior
- Social psychology
- Attitudes and persuasion
- Financial decision making
Bechler’s Latest News
Bechler in the News
Fortune
The U.S. spent $179 million in 2023 minting pennies and nickels, and $100 bills are increasingly meh. Why do we still need cash?
March 14, 2024
“As the world becomes increasingly cashless, people who are already at a disadvantage may become increasingly disadvantaged,” said Christopher Bechler, a professor at Notre Dame’s Mendoza College of Business.
The JM Buzz Podcast
Moving Beyond Null Hypothesis Significance Testing
Audio
February 29, 2024
Is it time for marketers and researchers to abandon null hypothesis significance testing? Join host Christopher Bechler (University of Notre Dame) for a fascinating discussion about a new Journal of Marketing study that advocates for a major transition in statistical analysis and reporting.
Business Insider
Cash is no longer king. So why are we still printing so much?
February 25, 2024
"Cash still remains really important to certain segments of consumers," Christopher Bechler, assistant professor of marketing at the University of Notre Dame Mendoza College of Business, told Business Insider, pointing to underbanked customers as one segment of the population who rely on cash.
MSN
Study Finds That People Who Work Hard For Their Money Are Less Likely To Risk Their Earnings
July 05, 2023
“Working Hard for Money Decreases Risk Tolerance” is a forthcoming paper in the Journal of Consumer Psychology from lead author Christopher Bechler, an assistant professor of marketing in Notre Dame’s Mendoza College of Business.
Money
Study Shows People Who Work Hard May Be Bad Investors
June 19, 2023
“Consumers feel greater psychological ownership over their earnings when they work hard for them,” lead author Christopher Bechler, a marketing professor at Notre Dame, explains in a blog post.
MoneyTalks News
People Who Work Hard May Be Bad Investors, Study Shows
June 19, 2023
“Consumers feel greater psychological ownership over their earnings when they work hard for them,” lead author Christopher Bechler, a marketing professor at Notre Dame, explains in a blog post.
phys.org
Working hard for money decreases consumers' willingness to risk their earnings, study shows
June 13, 2023
"Working Hard for Money Decreases Risk Tolerance" is forthcoming in the Journal of Consumer Psychology from lead author Christopher Bechler, assistant professor of marketing in Notre Dame's Mendoza College of Business, along with Samina Lutfeali, Szu-chi Huang and Joshua Morris from Stanford University.
SWNS Media Group, 120+ others
Why people prefer cash over credit cards for guilty pleasures
May 23, 2023
Christopher Bechler, assistant professor of marketing at Notre Dame’s Mendoza College of Business, said: “When a purchase is difficult to justify, like buying an overpriced bottle of water at the airport, cigarettes or candy, consumers pay with less-trackable methods, like cash, so they can eliminate the paper or electronic trail and ‘forget’ this guilty purchase.
Study Finds
‘Dirty’ money? People pay in cash to forget about guilty purchases
May 19, 2023
“When a purchase is difficult to justify — like buying an overpriced bottle of water at the airport, cigarettes or candy — consumers pay with less-trackable methods, like cash, so they can eliminate the paper or electronic trail and ‘forget’ this guilty purchase,” says Christopher Bechler, who specializes in consumer behavior and social psychology with an emphasis on attitudes, persuasion, and financial decision-making, in a university release
phys.org
Cash or card? Consumers pay strategically to forget guilty purchases, study shows
May 17, 2023
"Purchase Justifiability Drives Payment Choice: Consumers Pay With Card To Remember And Cash To Forget" is forthcoming in the Journal of the Association for Consumer Research from Christopher Bechler, assistant professor of marketing in Notre Dame's Mendoza College of Business, along with Szu-chi Huang from Stanford University and Joshua Morris, data science manager for Nike.