Christopher Bechler
Marketing
Steve and Anne Odland Assistant Professor of Marketing
- Consumer behavior
- Social psychology
- Attitudes and persuasion
- Financial decision making
Bechler’s 91视频
Bechler in the News
Forbes
July 31, 2025
"Increased brand support generated through returnless returns can sometimes be greater than the support generated when a consumer appears to be happy with a product and does not initiate a return," notes researcher Christopher Bechler. "Drawing from our theory that offering returnless product returns boosts brand support because they increase brand warmth, we find that returnless policies implemented on a case-by-case basis are actually more effective for a couple of reasons," John Costello said. "The consumer feels they are getting special treatment."
Retail Wire
July 28, 2025
“The consumer feels they are getting special treatment,” said John Costello — an associate professor of marketing at the University of Notre Dame, and one of the paper’s co-authors — in a statement. “Also, because they are getting human interaction rather than an automatic e-mail, the customer feels additional warmth toward the brand. So, increasing the level of ‘humanness’ in digital interactions has proven beneficial.”
Study Finds
June 24, 2025
According to new research from the University of Notre Dame, “returnless returns” can boost customer loyalty, positive word-of-mouth, and future purchases. This policy allows customers to keep the products they want to return, but still get a refund.
Michiana Business News
June 23, 2025
Returnless returns can increase brand support by fostering goodwill, according to John Costello and Christopher Bechler, assistant professors of marketing at Notre Dame’s Mendoza College of Business.
phys.org
June 19, 2025
Returnless returns can increase brand support by fostering goodwill, according to John Costello and Christopher Bechler, assistant professors of marketing at Notre Dame's Mendoza College of Business.
Fortune
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
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
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
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
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
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
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
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
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
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.