research overview
- Lynch studies the psychology of consumer decision-making with a focus on consumer financial decisions. His early work at Florida 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. At Duke, he pioneered work on online retailing and established a program of research on intertemporal choice and planning, including a resource slack theory of discounting. His work since coming to CU in 2009 focussed on consumers' financial decision making; financial literacy and financial education; and validity issues in consumer research methodology.