Christopher Bechler

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. 

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.

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