- 513-745-3110
- 305 Smith Hall
- Fax: 513-745-3692
- ML SMH-320
Dr. Bryan Buechner, Ph.D.
Associate Professor, Marketing
Co-Director, Category Management concentration
Dr. Bryan Buechner is an Associate Professor of Marketing. His teaching interests include Principles of Marketing, Retail Marketing, Retail Analytics, and Consumer Behavior. In his courses, Dr. Buechner emphasizes a hands-on, experiential approach to marketing, incorporating case studies and software tools such as Mintel, Experian, IRI, and JDA.
Dr. B is also a consumer psychologist. His curiosity leads to work that can be described as being about collisions: between psychology and marketing, between beliefs and behavior, and between established insights and the fresh contexts that challenge and extend them. His research spans across messy, everyday arenas that are culturally loaded, familiar, and contested — political ideology, sports gambling, self-improvement, and technology. Bryan’s work has been published in international, peer-reviewed journals and the Handbook of Research Methods in Consumer Psychology. He has presented his research at several national and international conferences.
Dr. B’s favorite part of his job is being able to work with students. He has a long history of involvement in student groups, both as a student leader and as a faculty advisor. He has served as a mentor to students at the undergraduate, graduate, and doctoral levels. Additionally, he has mentored students in academic research as a Downing Faculty and by serving on the University's Undergraduate Research and Creative Activities Advisory Board.
As a dad, he enjoys cooking, playing fantasy football, reading sci-fi and history novels, and orchestrating Twenty One Pilots sing-a-longs to and from school drop-offs. He also enjoys yoga, running, golf, and having a beer with friends at MadTree Brewing. As a lifelong Ohioan, Bryan is also an avid Ohio sports fan.
- 513-745-3110
- 305 Smith Hall
- Fax: 513-745-3692
- ML SMH-320
Dr. Bryan Buechner is an Associate Professor of Marketing. His teaching interests include Principles of Marketing, Retail Marketing, Retail Analytics, and Consumer Behavior. In his courses, Dr. Buechner emphasizes a hands-on, experiential approach to marketing, incorporating case studies and software tools such as Mintel, Experian, IRI, and JDA.
Dr. B is also a consumer psychologist. His curiosity leads to work that can be described as being about collisions: between psychology and marketing, between beliefs and behavior, and between established insights and the fresh contexts that challenge and extend them. His research spans across messy, everyday arenas that are culturally loaded, familiar, and contested — political ideology, sports gambling, self-improvement, and technology. Bryan’s work has been published in international, peer-reviewed journals and the Handbook of Research Methods in Consumer Psychology. He has presented his research at several national and international conferences.
Dr. B’s favorite part of his job is being able to work with students. He has a long history of involvement in student groups, both as a student leader and as a faculty advisor. He has served as a mentor to students at the undergraduate, graduate, and doctoral levels. Additionally, he has mentored students in academic research as a Downing Faculty and by serving on the University's Undergraduate Research and Creative Activities Advisory Board.
As a dad, he enjoys cooking, playing fantasy football, reading sci-fi and history novels, and orchestrating Twenty One Pilots sing-a-longs to and from school drop-offs. He also enjoys yoga, running, golf, and having a beer with friends at MadTree Brewing. As a lifelong Ohioan, Bryan is also an avid Ohio sports fan.
First Year at Xavier
2020
Resume/CV
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- Doctor of Philosophy (Ph.D.), 2020, University of Cincinnati
- Master of Science (M.S.), 2015, University of Cincinnati
- Bachelor of Business Administration (B.B.A.), 2014, University of Cincinnati;
- Buechner, Bryan M., Ashley Stadler Blank, Brianna R. Escoe, and Isaac Blaney (2025). “Expertise Matters: Why Consumers are Less Likely to Follow AI Recommendations in Sports Betting.” International Journal of Sports Marketing and Sponsorship, 26 (4), 731-747.
- Buechner, Bryan M., Miranda K. Traylor, Rachel I. Feldman, Kaitlyn F. Overstreet, Benjamin D. Hill, and Joshua L. Keller (2023). “Examining Relationships Between Cognitive Flexibility, Exercise Perceptions, and Cardiovascular Disease Risk Factors.” European Journal of Investigation in Health, Psychology and Education, 13 (10), 2276-2289.
- Buechner, Bryan M., Joshua J. Clarkson, Ashely S. Otto, and Garrett Ainsworth (2022). “Political Ideology and Cultural Consumption: The Role of Cognitive Flexibility in Shaping Liberal and Conservative Preferences for Global-Local Experiences.” Journal of the Association for Consumer Research, 7 (3), 266-275.
- Buechner, Bryan M., Joshua J. Clarkson, Ashley S. Otto, Edward R. Hirt, and Cony Ho (2021). “Political Ideology and Executive Functioning: The Effect of Conservatism and Liberalism on Cognitive Flexibility and Working Memory Performance.” Social Psychological and Personality Science, 12 (2), 237-247.
- Adaval, Rashmi, Bryan M. Buechner, and Nathanael R. Martin, (2019). “Weaving Multiple Methodologies from Different Philosophical Approaches into a Single Consumption Story.” In F.R. Kardes, P.M. Herr, & N. Schwarz (Eds.), Handbook of Research Methods in Consumer Psychology. London: Routledge.
- CTE Faculty Associate, Spring, 2027
- Jack and Mary Kay Downing Scholarship Program, 2026-2027. The Science of Sports Betting: How Marketing and Psychology Influence Consumer Betting Behavior. Williams College of Business.
- Teaching Excellence Award, Williams College of Business, 2025
- D.J O’Conor Fellowship, 2024-2027. Researching Today’s Consumer for Tomorrow’s World: Investigating the Influence of Political Ideology and Artificial Intelligence on Consumer Behavior. Williams College of Business.
- Jack and Mary Kay Downing Scholarship Program (2024-2025). The Downside of Self-Control. Williams College of Business.
- Undergraduate Professor of the Year, Williams College of Business, 2023
- CTE Faculty in Residence, Fall 2022
- Jack and Mary Kay Downing Scholarship Program (2022-2023). How Customers Make Sports Betting Decisions. Williams College of Business. With Ashley Stadler Blank.