Chris joined Mendoza after receiving his doctoral degree in Behavioral Marketing at the Stanford Graduate School of Business. His research interests are in the domains of consumer behavior and social psychology. In his primary research stream, Chris employs a categorical perspective to better understand consumer and firm behavior, seeking answers to questions including: (1) How do people perceive attitude change? (2) How do people choose the targets of persuasive messages/advertisements? (3) How can these targeting decisions be improved? Chris also has secondary research interests in the areas of financial decision making, technology/algorithms, and quantitative methods. He teaches Consumer and Organizational Buyer Behavior at the undergraduate level.