I’m Christopher Lee.

I have over a decade of experience researching, and teaching, marketing and consumer behavior. From persuasion techniques to framing of information, I am fascinated by how the mind works and how we, as humans and consumers, engage with products, services, experiences, and information.

What is consumer behavior?

The study of consumers. The what, when, how, & why of marketing. Also known as consumer psychology, consumer behavior is the psychology behind business.

What drives consumers?

Consumers make judgments. They make decisions. Sometimes consumers are rational. Sometimes they are not. Consumer behavior offers theories to help marketers better understand consumers.