Christopher Bechler

Assistant Professor, Marketing

Marketing

Office
377 Mendoza College Of Business
Notre Dame, IN 46556
Phone
+1 574-631-1202
Email
cbechler@nd.edu
Website

Assistant Professor, Marketing

  • Consumer behavior
  • Social psychology
  • Attitudes and persuasion
  • Financial decision making

Bechler’s Latest News

Bechler in the News

The JM Buzz Podcast

Moving Beyond Null Hypothesis Significance Testing

Audio

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.

Cash is no longer king. So why are we still printing so much?

"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

“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.

MoneyTalks News

People Who Work Hard May Be Bad Investors, Study Shows

“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

Money

Study Shows People Who Work Hard May Be Bad Investors

“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

Working hard for money decreases consumers' willingness to risk their earnings, study shows

"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

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

“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

Cash or card? Consumers pay strategically to forget guilty purchases, study shows

"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.