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S. Christian Wheeler

S. Christian Wheeler
Professor, Marketing
S. ChristianWheeler
Professor of Marketing
Academic Area: 
Marketing

Research Statement

S. Christian Wheeler is a consumer behavior researcher who studies the formation, change, and expression of evaluations. Some recent projects have explored what happens when people want evaluations other than those that they have; when people intentionally generate mixed evaluations toward targets; when people deliberately undermine the performance of others; and when people will share their evaluations with others.

Bio

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. He is an Associate Editor of the Journal of Consumer Psychology and sits on the editorial boards of the Journal of Consumer Research, Journal of Experimental Social Psychology, Journal of Marketing Research, Personality and Social Psychology Bulletin, and Social Psychological and Personality Science.

Academic Degrees

  • PhD in Psychology, Ohio State University, 2001
  • MA in Psychology, Ohio State University, 1997
  • BA in Psychology, University of Northern Iowa, 1995

Academic Appointments

  • Full Professor, Stanford GSB, 2012-present
  • Associate Professor with tenure, Stanford GSB, 2008-2012
  • Associate Professor, Stanford GSB, 2005-2008
  • Assistant Professor, Stanford GSB, 2001-2005

Publications

Journal Articles

S. Christian Wheeler. Journal of Experimental Social Psychology. 2014, Vol. 53, Pages 5-18.
Aner Sela, S. Christian Wheeler, Gülen Sarial-Abi. Journal of Consumer Research. 2012, Vol. 39, Issue 3 , Pages 644-661.
Kimberly Rios, S. Christian Wheeler, Dale T. Miller. Journal of Experimental Social Psychology. 2012, Vol. 48, Issue 6, Pages 1300-1309.
Kimberly Rios Morrison, Camille S. Johnson, S. Christian Wheeler. Social Psychological and Personality Science. 2012, Vol. 3, Issue 1, Pages 118-126.
Kenneth G. DeMarree, Kimberly Rios Morrison, S. Christian Wheeler, Richard E. Petty. Personality and Social Psychology Bulletin. 2011, Vol. 37, Issue 5, Pages 674-686.
David Sleeth-Kepple, S. Christian Wheeler. Journal of Consumer Psychology. October 2010, Vol. 21, Issue 1, Pages 14-23.
Michael Maimaran , S. Christian Wheeler. Journal of Marketing Research. December 2008, Vol. 45, Issue 6.
S. Christian Wheeler, Jonah Berger. Journal of Consumer Research. October 2007, Vol. 34, Issue 3, Pages 357-368.
Aaron C. Kay, S. Christian Wheeler, John A. Bargh, Lee Ross. Organizational Behavior and Human Decision Processes. September 2004, Vol. 95, Issue 1, Pages 83–96.
S. Christian Wheeler, R.E. Petty. Psychological Bulletin. November 2001, Vol. 127, Issue 6, Pages 797-826.
S. Christian Wheeler, W.Blair G. Jarvis, Richard E. Petty. Journal of Experimental Social Psychology. March 2001, Vol. 37, Issue 2, Pages 173–180.

Book Chapters

S. Christian Wheeler. Consumer Insights: Findings from Behavioral Research. Cambridge: Marketing Science Institute, 2011, Pages 67-68.

Working Papers

Courses Taught

Degree Courses

2014-15

Need approval from sponsoring faculty member and GSB Registrar.

Doctoral Practicum in Teaching

Doctoral Practicum in Research

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

This course prepares the student to do empirical behavioral research. It will cover all aspects of the research process, from hypothesis generation to experimental design to data analysis to writing up your results.

This course is designed to prepare new marketing PhD students for conducting rigorous, independent research. In this course, the student will work closely with a faculty member in collaborative research activities and will become familiar with...

Improvisational acting (i.e., improv) requires fast, flexible, and creative thinking; intense listening and effective self-presentation; and the ability to act without fear of failure. These skills are also vital for being a successful...

2013-14

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

This course prepares the student to do empirical behavioral research. It will cover all aspects of the research process, from hypothesis generation to experimental design to data analysis to writing up your results.

Improvisational acting (i.e., improv) requires fast, flexible, and creative thinking; intense listening and effective self-presentation; and the ability to act without fear of failure. These skills are also vital for being a successful...

2012-13

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

This course prepares the student to do empirical behavioral research. It will cover all aspects of the research process, from hypothesis generation to experimental design to data analysis to writing up your results.

Improvisational acting (i.e., improv) requires fast, flexible, and creative thinking; intense listening and effective self-presentation; and the ability to act without fear of failure. These skills are also vital for being a successful...

2011-12

The objectives of this course are to introduce students to the substantive and procedural aspects of marketing management and to sharpen skills for critical analytical thinking and effective communication. Specifically, the goals are to introduce...

This course prepares the student to do empirical behavioral research on consumer and managerial behavior and other behavioral issues. It will cover some of the key concepts, principles, and techniques of behavioral research, with emphasis on...

Stanford Case Studies

LightFull Foods | E272
Katherine Bose, S. Wheeler2007
PacifiCare's African American Health Solutions (AAHS) | M312
Lyn,Denend , Brian Lowery, S. Wheeler2006

In the Media

New York Times Magazine, 12 10, 2006
Polling site May Sway Your Vote, Study Says
The Arizona Republic, September 2006
Advertainment Tonight: How Entertainment and Advertising are Becoming One and the Same
The Wave Magazine, August 2005
Silicon Valley Business Journal, December 29, 2004

Insights by Stanford Business

July 9, 2012
Research shows that the little word 'we' can make a big difference in attitudes toward brands.
July 1, 2011
A professor of marketing says consumers equate "foreign" with "expensive."
March 1, 2010
Research explores why some people hold minority opinions and also seek them out.
June 1, 2008
A study says the location of where voting takes place "would be more than enough to change the outcome of a close election."
March 1, 2008
Consumers can respond to the same verbal, visual, or cognitive cue in very different ways, including having different buying behavior.
October 1, 2004
A study shows that design cues can put people in a competitive or collaborative frame of mind.