Lynch studies the psychology of consumer decision-making with a 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.
consumer psychology, consumer financial decision making, internet marketing, validity issues in behavioral research methodology
MBAX 6330 - Market Intelligence
Market Intelligence is a decision-oriented course geared toward gathering, analyzing, and interpreting data about markets and customers. Students learn how to: define the marketing problem and determine what information is needed to make the decision; acquire trustworthy and relevant data and judge its quality; analyze the data and acquire the necessary knowledge to make certain classic types of marketing decisions.
MKTG 3350 - Marketing Research and Analytics
Spring 2021 / Fall 2021
Explores fundamental techniques of data collection and analysis used to solve marketing problems. Specific topics include problem definition, planning an investigation, developing questionnaires, sampling, tabulation, interpreting results, and preparing and presenting a final report. Required for marketing majors. .