Eva Buechel

Assistant Professor of Marketing
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Ph.D., University of Miami; M.S., Carnegie Mellon University; B.Sc., University of Basel, Switzerland

Eva Buechel is an Assistant Professor of Marketing at the University of Southern California. Her research interests focus on the psychological processes that shape consumer judgments, decisions and behaviors. Specifically, she examines how current experiential states affect cognitions and how these in turn determine consumers’ estimations of utility and value. Her research appeared in top marketing and psychology journals, including Journal of Consumer Research, Journal of Personality and Social Psychology, Journal of Experimental Psychology: General, and Emotion. She teaches the undergraduate marketing fundamentals course at the Marshall School of Business.
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Carey Morewedge, Meng Zhu, Eva Buechel () "Hedonic Contrast Effects are Larger when Comparisons are Social ,"  Journal of Consumer Research  46, 286-306.
Rafay Siddiqui, Ashwani Monga, Eva Buechel () "When Intertemporal Rewards Are Hedonic, Larger Units of Wait Time Boost Patience ,"  Journal of Consumer Psychology  28, 612-628.
Eva Buechel, Claudia Townsend () "Buying Beauty for the Long Run: (Mis)predicting Liking of Product Aesthetics ,"  Journal of Consumer Research  45, 275-297.
Eva Buechel, Jonah Berger () "Microblogging and the Value of Undirected Communication ,"  Journal of Consumer Psychology  28, 40-55.
Eva Buechel, Jiao Zhang, Carey Morewedge () "Impact bias or underestimation? Outcome specifications predict the direction of affective forecasting errors. ,"  Journal of Experimental Psychology: General  146, 746-761.
Eva Buechel, Chris Janiszewski () " A lot of work or a work of art: How the structure of a customized assembly task determines the utility derived from assembly effort ,"  Journal of Consumer Research  40, 960-972.
Eva Buechel, Jiao Zhang, Carey Morewedge, Joachim Vosgerau () "More Intense Experiences, Less Intense Forecasts: Why People Overweight Probability Specifications in Affective Forecasts ,"  Journal of Personality and Social Psychology  106, 20-36.
Carey Morewedge, Eva Buechel () "Motivated underpinnings of the impact bias in affective forecasts. ,"  Emotion  13, 1023-1029.