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Christoph Hueller

Christoph Hueller

Department: Marketing

Title: Assistant Professor

Expertise: Consumer Behavior
Contact:
575-646-4150
Guthrie 209

Bio

Dr. Christoph Hüller (English spelling: Hueller) is an assistant professor of marketing at New Mexico State University. His research examines consumer behavior in the contexts of finance, healthcare, and technology, emphasizing the roles that risk and uncertainty and social influences and relationships play in these domains. Methodologically, he employs laboratory, online, and field experiments in addition to A/B testing, web scraping, secondary data analyses, and neuroimaging. Dr. Hüller has published his research in leading journals including the Proceedings of the National Academy of Sciences and Journal of the Association for Consumer Research. In addition, he has presented his work at various academic conferences and symposia, including the annual meetings of the Association for Consumer Research and Society for Consumer Psychology. Before completing his doctoral studies, he held various industry roles in strategy consulting, marketing, and quality assurance, which have greatly benefited his teaching of marketing research and consumer behavior courses.

Education

Ph.D. in Marketing with Minor in Neuropsychology, University of Arizona (2025)
M.S. in Business Management, Julius-Maximilians-University Würzburg, Germany (2020)
B.S. in Business Management and Economics, Julius-Maximilians-University Würzburg, Germany (2016)

Scholarly and Creative Activity

Hüller, Christoph and Martin Reimann (in press), The risk-averse body: How consumers’ risk preferences deviate when making decisions about their body versus their money, Journal of the Association for Consumer Research, forthcoming. 
 
Hüller, Christoph, Martin Reimann, and Caleb Warren (2023), When financial platforms become gamified, consumers’ risk preferences change, Journal of the Association for Consumer Research, 8(4), 429-440.

Reimann, Martin, Christoph Hüller, Oliver Schilke, and Karen S. Cook (2022), Impression management attenuates the effect of ability on trust in economic exchange, Proceedings of the National Academy of Sciences,119(30), e2118548119.

Courses

MKTG 311V - Consumer Behavior (New Mexico State University)
MKTG 440 - Marketing Research (University of Arizona)