Faculty Profiles - BUECHEL Eva Christina | The Hong Kong University of Science and Technology

Eva Christina BUECHEL

PhD in Marketing
University of Miami, 2014

Assistant Professor
Department of Marketing

(852) 2358 7708
buechel@ust.hk
Room LSK4004

Google Scholar

9UTBvkwAAAAJ

ORCID

0000-0001-7275-7246

ResearcherID

EOL-1625-2022

Scopus ID

55913019000

Research Interest Publications Teaching Assignment

Research Interest

Consumer behavior
Judgement and decision making

Publications

All Years 14 2026 0 2025 1 2024 0 2023 1 2022 0 2021 0 2020 12

2025 1

The detachment paradox: Employers recognize the benefits of detachment for employee well-being and performance, yet penalize it in employee evaluations

Organizational Behavior and Human Decision Processes, v. 188, article number 104403
Buechel, Eva C.; Solinas, Elisa
Article

2023 1

Mysterious Consumption: Preference for Horizontal (vs. Vertical) Uncertainty and the Role of Surprise

Journal of Consumer Research, v. 49, (6), p. 987-1013
Buechel, Eva C.; Li, Ruoou
Article

2019 1

Hedonic Contrast Effects Are Larger When Comparisons Are Social

Journal of Consumer Research, v. 46, (2), p. 286-306
Morewedge, Carey K.; Zhu, Meng; Buechel, Eva C.
Article

2018 3

Buying beauty for the long run: (Mis)predicting liking of product aesthetics

Journal of Consumer Research, v. 45, (2), p. 275-297
Buechel, Eva C.; Townsend, Claudia
Article

Microblogging and the value of undirected communication

Journal of Consumer Psychology, v. 28, (1), p. 40-55
Buechel, Eva C.; Berger, Jonah
Article

When Intertemporal Rewards Are Hedonic, Larger Units of Wait Time Boost Patience

Journal of Consumer Psychology, v. 28, (4), p. 612-628
Siddiqui, Rafay A.; Monga, Ashwani; Buechel, Eva C.
Article

2017 2

Impact bias or underestimation? Outcome specifications predict the direction of affective forecasting errors

Journal of Experimental Psychology: General, v. 146, (5), p. 746-761
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.
Article

Mental resources increase preference for dissimilar experiences

Journal of the Association for Consumer Research, v. 2, (1), p. 123-135
Laran, Juliano; Buechel, Eva
Article

2016 1

Impact bias or underestimation? Outcome specifications determine the direction of affective forecasting errors

Advances in Consumer Research, v. 44, p. 400-403
Buechel, Eva; Morewedge, Carey; Zhang, Jiao
Article

2015 1

Motivations for consumer engagement with social media

Consumer Psychology in a Social Media World / Taylor and Francis Inc., 2015, p. 3-22
Buechel, Eva C.; Berger, Jonah
Book chapter

2014 3

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, v. 40, (5), p. 960-972
Buechel, Eva C.; Janiszewski, Chris
Article

More intense experiences, less intense forecasts: Why people overweight probability specifications in affective forecasts

Journal of Personality and Social Psychology, v. 106, (1), p. 20-36
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.; Vosgerau, Joachim
Article

The (relative and absolute) subjective value of money

The Psychological Science of Money / Springer New York, 2014, p. 93-120
Buechel, Eva C.; Morewedge, Carey K.
Book chapter

2013 1

Motivated underpinnings of the impact bias in affective forecasts

Emotion, v. 13, (6), p. 1023-1029
Morewedge, Carey K.; Buechel, Eva C.
Article

Article 1

The detachment paradox: Employers recognize the benefits of detachment for employee well-being and performance, yet penalize it in employee evaluations

Organizational Behavior and Human Decision Processes, v. 188, article number 104403
Buechel, Eva C.; Solinas, Elisa

Article 1

Mysterious Consumption: Preference for Horizontal (vs. Vertical) Uncertainty and the Role of Surprise

Journal of Consumer Research, v. 49, (6), p. 987-1013
Buechel, Eva C.; Li, Ruoou

Article 1

Hedonic Contrast Effects Are Larger When Comparisons Are Social

Journal of Consumer Research, v. 46, (2), p. 286-306
Morewedge, Carey K.; Zhu, Meng; Buechel, Eva C.

Article 3

Buying beauty for the long run: (Mis)predicting liking of product aesthetics

Journal of Consumer Research, v. 45, (2), p. 275-297
Buechel, Eva C.; Townsend, Claudia

Microblogging and the value of undirected communication

Journal of Consumer Psychology, v. 28, (1), p. 40-55
Buechel, Eva C.; Berger, Jonah

When Intertemporal Rewards Are Hedonic, Larger Units of Wait Time Boost Patience

Journal of Consumer Psychology, v. 28, (4), p. 612-628
Siddiqui, Rafay A.; Monga, Ashwani; Buechel, Eva C.

Article 2

Impact bias or underestimation? Outcome specifications predict the direction of affective forecasting errors

Journal of Experimental Psychology: General, v. 146, (5), p. 746-761
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.

Mental resources increase preference for dissimilar experiences

Journal of the Association for Consumer Research, v. 2, (1), p. 123-135
Laran, Juliano; Buechel, Eva

Article 1

Impact bias or underestimation? Outcome specifications determine the direction of affective forecasting errors

Advances in Consumer Research, v. 44, p. 400-403
Buechel, Eva; Morewedge, Carey; Zhang, Jiao

Book chapter 1

Motivations for consumer engagement with social media

Consumer Psychology in a Social Media World / Taylor and Francis Inc., 2015, p. 3-22
Buechel, Eva C.; Berger, Jonah

Article 2

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, v. 40, (5), p. 960-972
Buechel, Eva C.; Janiszewski, Chris

More intense experiences, less intense forecasts: Why people overweight probability specifications in affective forecasts

Journal of Personality and Social Psychology, v. 106, (1), p. 20-36
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.; Vosgerau, Joachim

Book chapter 1

The (relative and absolute) subjective value of money

The Psychological Science of Money / Springer New York, 2014, p. 93-120
Buechel, Eva C.; Morewedge, Carey K.

Article 1

Motivated underpinnings of the impact bias in affective forecasts

Emotion, v. 13, (6), p. 1023-1029
Morewedge, Carey K.; Buechel, Eva C.

2019 1

Hedonic Contrast Effects Are Larger When Comparisons Are Social

Journal of Consumer Research, v. 46, (2), p. 286-306
Morewedge, Carey K.; Zhu, Meng; Buechel, Eva C.
Article

2018 3

Buying beauty for the long run: (Mis)predicting liking of product aesthetics

Journal of Consumer Research, v. 45, (2), p. 275-297
Buechel, Eva C.; Townsend, Claudia
Article

Microblogging and the value of undirected communication

Journal of Consumer Psychology, v. 28, (1), p. 40-55
Buechel, Eva C.; Berger, Jonah
Article

When Intertemporal Rewards Are Hedonic, Larger Units of Wait Time Boost Patience

Journal of Consumer Psychology, v. 28, (4), p. 612-628
Siddiqui, Rafay A.; Monga, Ashwani; Buechel, Eva C.
Article

2017 2

Impact bias or underestimation? Outcome specifications predict the direction of affective forecasting errors

Journal of Experimental Psychology: General, v. 146, (5), p. 746-761
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.
Article

Mental resources increase preference for dissimilar experiences

Journal of the Association for Consumer Research, v. 2, (1), p. 123-135
Laran, Juliano; Buechel, Eva
Article

2016 1

Impact bias or underestimation? Outcome specifications determine the direction of affective forecasting errors

Advances in Consumer Research, v. 44, p. 400-403
Buechel, Eva; Morewedge, Carey; Zhang, Jiao
Article

2015 1

Motivations for consumer engagement with social media

Consumer Psychology in a Social Media World / Taylor and Francis Inc., 2015, p. 3-22
Buechel, Eva C.; Berger, Jonah
Book chapter

2014 3

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, v. 40, (5), p. 960-972
Buechel, Eva C.; Janiszewski, Chris
Article

More intense experiences, less intense forecasts: Why people overweight probability specifications in affective forecasts

Journal of Personality and Social Psychology, v. 106, (1), p. 20-36
Buechel, Eva C.; Zhang, Jiao; Morewedge, Carey K.; Vosgerau, Joachim
Article

The (relative and absolute) subjective value of money

The Psychological Science of Money / Springer New York, 2014, p. 93-120
Buechel, Eva C.; Morewedge, Carey K.
Book chapter

2013 1

Motivated underpinnings of the impact bias in affective forecasts

Emotion, v. 13, (6), p. 1023-1029
Morewedge, Carey K.; Buechel, Eva C.
Article

No Publications

Teaching Assignment

2025-26 Winter 0 2025-26 Fall 1 2024-25 Summer 0 2024-25 Spring 0 2024-25 Winter 0 2024-25 Fall 0

MARK2120

Marketing Management

No Teaching Assignments

Research Interest

Publications

2025 1

2023 1

2019 1

2018 3

2017 2

2016 1

2015 1

2014 3

2013 1

Article 1

Article 1

Article 1

Article 3

Article 2

Article 1

Book chapter 1

Article 2

Book chapter 1

Article 1

2019 1

2018 3

2017 2

2016 1

2015 1

2014 3

2013 1

Teaching Assignment

Projects

From January 2024 to December 2026

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