- Lynch studies the psychology of consumer decision-making with a recent focus on consumer financial decisions. His early work introduced concepts of decision-making based on memory versus external inputs and highlighted information processing below the level of conscious awareness. He put forth the first general theory explaining the relative weights of different cues in decisions. Lynch’s recent research has focused on intertemporal choice and planning, including a resource slack theory of discounting. His work since coming to CU in 2009 focussed on two primary topics: financial literacy and financial education; and how the psychology of planning and thinking about the future affects consumer financial decisions.