Christian Wheeler’s research focuses on how consumers form evaluations and make decisions. This research comprises two interrelated streams. The first stream includes an examination of the various processes involved in attitude formation, maintenance, and change. In particular, his recent work has examined how individuals’ self-beliefs can alter the degree and means by which they are influenced by persuasive messages. The second stream includes an examination of nonconscious processes affecting behavior and judgment. This research suggests that individuals may be affected by subtle situational influences without their awareness or intention.

Christian Wheeler is Professor of Marketing at Stanford University where he teaches courses on Marketing Management, Attitudes and Persuasion, and Research Methodology. He received his BA from the University of Northern Iowa before moving to Ohio State, where he completed his MA and PhD. His research has been published in top marketing, organizational behavior, and psychology journals, including Journal of Consumer Research, Journal of Consumer Psychology, Journal of Marketing Research, Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, Personality and Social Psychology Review, and Psychological Bulletin. The Marketing Science Institute identified him as one of the young scholars most likely to influence marketing theory and practice.