- Lynch studies the psychology of consumer decision-making. 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. His 2010 paper on mediation analysis, his 2013 paper on moderated regression, and his 2014 paper on financial literacy are the most cited papers published in any marketing journal from the year of their publication to the present. Lynch’s recent research has focused on intertemporal choice and planning, including a resource slack theory of discounting that explains why different resources are discounted at different rates. His current work focuses on consumer financial decision making and on financial literacy.