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S. Christian Wheeler
S. Christian Wheeler
Professor, Marketing
Contact Info
+1 (650) 724-7509
Email
S. ChristianWheeler
StrataCom Professor of Management and 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

The Good and Bad of Ambivalence: Desiring Ambivalence Under Outcome Uncertainty.
S. Christian Wheeler, Taly Reich. Journal of Personality and Social Psychology . 2017.
Wanting other attitudes: Actual–desired attitude discrepancies predict feelings of ambivalence and ambivalence consequences
S. Christian Wheeler. Journal of Experimental Social Psychology. 2014, Vol. 53, Pages 5-18.
"We” are not the same as “you and I”: Causal effects of minor language variations on consumers’ brand perceptions
Aner Sela, S. Christian Wheeler, Gülen Sarial-Abi. Journal of Consumer Research. 2012, Vol. 39, Issue 3 , Pages 644-661.
Compensatory Nonconformity: Self-Uncertainty and Low Implicit Self-Esteem Increase Adoption and Expression of Minority Opinions
Kimberly Rios, S. Christian Wheeler, Dale T. Miller. Journal of Experimental Social Psychology. 2012, Vol. 48, Issue 6, Pages 1300-1309.
Not All Selves Feel the Same Uncertainty: Motivated Assimilation to Primes among Individualists and Collectivists
Kimberly Rios Morrison, Camille S. Johnson, S. Christian Wheeler. Social Psychological and Personality Science. 2012, Vol. 3, Issue 1, Pages 118-126.
A Multidimensional Association Approach to Sequential Consumer Judgments
David Sleeth-Keppler, S. Christian Wheeler. Journal of Consumer Psychology. January 2011, Vol. 21, Issue 1, Pages 14-23.
Self-ambivalence and resistance to subtle self-change attempts
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.
Circles, Squares, and Choice: The Effect of Shape Arrays on Uniqueness and Variety Seeking
Michael Maimaran, S. Christian Wheeler. Journal of Marketing Research. December 2008, Vol. 45, Issue 6, Pages 731-740.
When the Same Prime Leads to Different Effects
S. Christian Wheeler, Jonah Berger. Journal of Consumer Research. October 2007, Vol. 34, Issue 3, Pages 357-368.
Material Priming: The Influence of Mundane Physical Objects on Situational Construal and Competitive Behavior Choice
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.
The Effects of Stereotype Activation on Behavior: A Review of Possible Mechanisms
S. Christian Wheeler, R.E. Petty. Psychological Bulletin. November 2001, Vol. 127, Issue 6, Pages 797-826.
Think Unto Others...The Self-destructive Impact of Negative Racial Stereotypes
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

Effects of mere exposure on brand liking
S. Christian Wheeler. Consumer Insights: Findings from Behavioral Research. Cambridge: Marketing Science Institute, 2011, Pages 67-68.

Working Papers

Can Where People Vote Influence How They Vote? The Influence of Polling Location Type on Voting Behavior | PDF
S. Christian Wheeler, Jonah Berger, Marc Meredith2006

Courses Taught

Degree Courses

2015-16

MKTG 240: Marketing Management

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...

MKTG 641: Behavioral Research in Marketing I

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 and submitting them for...

2014-15

MKTG 240: Marketing Management

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...

MKTG 641: Behavioral Research in Marketing I

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.

MKTG 695: Directed Research

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...

STRAMGT 514: The Improvisational Entrepreneur

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...

Programs and Non-Degree Courses

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

Can Thinking About Shopping Change the Route You Take?
Science Daily, November 8, 2007
Voting-Booth Feng Shui
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
Even Furniture Can Affect Business Attitudes
Silicon Valley Business Journal, December 29, 2004

Insights by Stanford Business

writtenWhen Pronouns Get Personal
July 9, 2012
Research shows that the little word 'we' can make a big difference in attitudes toward brands.
writtenWhy a Ferrari May Make Imported Wine Seem Expensive
July 1, 2011
A professor of marketing says consumers equate "foreign" with "expensive."
writtenPeople in the Minority May Know Themselves Better
March 1, 2010
Research explores why some people hold minority opinions and also seek them out.
writtenCan Polling Location Influence How Voters Vote?
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."
writtenWhy You Should Segment Your Market
March 1, 2008
Consumers can respond to the same verbal, visual, or cognitive cue in very different ways, including having different buying behavior.
writtenEven the Furniture Can Affect Business Attitudes
October 1, 2004
A study shows that design cues can put people in a competitive or collaborative frame of mind.

Companies & Organizations

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