Christopher Bechler
Marketing
Assistant Professor, Marketing
- Consumer behavior
- Social psychology
- Attitudes and persuasion
- Financial decision making
Bechler’s Latest News
Bechler in the News
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.