Christoph Hueller

Christoph Hueller

Doctoral Candidate

McClelland Hall 320C



Christoph Hüller (English spelling: Hueller) is a doctoral candidate in marketing at the University of Arizona’s Eller College of Management. Christoph’s theoretical interests revolve around consumer psychology as well as judgment and decision-making. A large part of his work examines how consumers make decisions involving risk and uncertainty, how varying factors contribute to consumer well-being, and how consumers form trust relationships with economic actors. Christoph studies his research ideas 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 neuroscientific methods such as brain imaging. 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 Journal of the Association for Consumer Research and the Proceedings of the National Academy of Sciences.

Prior to joining the doctoral program, Christoph earned his bachelor's and master's degrees in Business Management and Economics 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. Christoph has been awarded the Lisle & Roslyn Payne Outstanding Doctoral Student Award, the Thinking Forward: Leadership and Innovation in Marketing Award, and the Federation of German-American Clubs Scholarship for which he now serves as a liaison for incoming students.

Selected publications:

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