S. Christian Wheeler
Professor of Marketing
Phone: (650) 724-7509
Personal Homepage: http://faculty-gsb.stanford.edu/wheeler/index.html
Academic Areas: Marketing
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.
PhD, Ohio State University, 2001; M.A., Ohio State University, 1997; B.A., University of Northern Iowa, 1995.
At Stanford since 2001.
- Rios, K. R., Wheeler, S. C., & Miller, D. T. (in press). Compensatory Nonconformity: Self-Uncertainty and Low Implicit Self-Esteem Increase Adoption and Expression of Minority Opinions: Journal of Experimental Social Psychology, 2013
- Sela, A., Wheeler, S. C., and Sarial-Abi, G. (in press). “We” are not the same as “you and I”: Causal effects of minor language variations on consumers’ brand perceptions: Journal of Consumer Research, 2012
- Wheeler, S. C. Effects of mere exposure on brand liking: Consumer Insights: Findings from Behavioral Research: Marketing Science Institute, 2011
- Morrison, K. R., Johnson, C. S., & Wheeler, S. C. Not All Selves Feel the Same Uncertainty: Motivated Assimilation to Primes among Individualists and Collectivists: Social Psychological and Personality Science, (3)1, 118-126, 2012
- Demarree, K. G., Morrison, K. R., Wheeler, S. C., & Petty, R. E. Self-ambivalence and resistance to subtle self-change attempts.: Personality and Social Psychology Bulletin, 37, 674-686, 2011
- 1926: Can Where People Vote Influence How They Vote? The Influence of Polling Location Type on Voting Behavior
In The Media
- Can Polling Location Influence How Voters Vote?
- Voting-Booth Feng Shui, New York Times Magazine
- Even the Furniture Can Affect Business Attitudes, New York Times Magazine
- Even Furniture Can Affect Business Attitudes, Silicon Valley / San Jose Business Journal
- Advertainment tonight: How entertainment and advertising are becoming one and the same, The Wave Magazine
- Polling site may sway your vote, study says, The Arizona Republic
- School Welcomes 12 New Faculty Members, The Arizona Republic
- Can Thinking About Shopping Change The Route You Take?, Science Daily