Christoph Hueller

Doctoral Candidate

Christoph Hüller (English spelling: Hueller) is a doctoral candidate in marketing at the University of Arizona’s Eller College of Management. As a consumer psychologist, much of his research focuses on advocating for the well-being of consumers, identifying factors that either promote or undermine it.

Currently, Christoph illuminates these topics from two theoretical angles: (a) risk and uncertainty and (b) social relationships. He studies these topics in the substantial contexts of technology and innovation, healthcare, and finance. Methodologically, he is pursuing a minor in neuropsychology and a graduate certificate in neuroimaging to complement his expertise in experimental methods with brain imaging. Some of his research questions include: Do gamified investment platforms risk consumers’ financial health? Does sports betting impair consumers’ enjoyment while watching games? And do relationships with animals benefit consumers’ psychological well-being more than interpersonal relationships?

Christoph has presented his research at various academic conferences and symposia, including the annual meetings of the Association for Consumer Research and Society for Consumer Psychology. His work has been published in the Proceedings of the National Academy of Sciences and the Journal of the Association for Consumer Research.

Prior to joining the doctoral program, Christoph earned his bachelor's and master’s degrees from the Julius-Maximilians-University Würzburg, Germany, and worked as a brand consultant on various industry projects. He has also gained professional experience within the healthcare, entertainment, and sports apparel industries, which enables him to focus on teaching efforts that are relevant to both marketing theory and practice. He has taught marketing research at both undergraduate and graduate levels and assisted in a variety of other marketing courses.

Published articles:

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.