Dr. Pia Furchheim

Persönliches Profil

Leitungsfunktion

Stv. Studiengangleitung CAS Behavioral Insights in Marketing

Tätigkeit an der ZHAW

Dozentin am Institut für Marketing Management im Bereich Behavioral Marketing

www.zhaw.ch/de/sml/institute-zentren/imm/ueber-uns/

Lehrtätigkeit in der Weiterbildung

• CAS Corporate Responsibility
• MAS Product Management
• CAS Marketing Analytics
• CAS Behavioral Insights for Marketing
• MAS Digital Marketing
• CAS Digital Brand Management
• MAS Customer Management

Arbeits- und Forschungsschwerpunkte, Spezialkenntnisse

Transformative Konsumentenverhaltensforschung, Materialismus, Nachhaltiger Konsum, Well-Being, Wertkonflikt, Flow-Erleben

Aus- und Fortbildung

Januar 2010 bis April 2014, Promotionsstudium (Dr. rer. pol) an der TU Chemnitz
Titel der Promotion: Grüner Materialismus – Ein Multimethoden-Ansatz zur Überprüfung der Vereinbarkeit von materialistischem und grünem Konsumentenverhalten.


November 2012, Visiting Scholar, Department of Marketing, Texas A&M University, USA

Oktober 2000 bis April 2007, Studium der Betriebswirtschaftslehre, TU Chemnitz (Deutschland)
• Abschluss: Diplom Kauffrau
• Schwerpunkte: Marketing; Personal und Führung

September 1999 – Juni 2000, Academic Year
EF International School of English, Brighton (UK)
Abschluss: Cambridge Certificate in Advanced English

Juni 1999, Abitur, Chemnitz (Deutschland)

Beruflicher Werdegang

- Postdoctoral Researcher, HEC Lausanne, Department of Marketing
- Lehraufträge an der TU Chemnitz; University of Geneva, Universtität Münster
- Wissenschaftliche Mitarbeiterin, Lehrstuhl Marketing und Handelsbetriebslehre, TU Chemnitz
- Referentin für Marketing und Internationale Beziehungen, Büro des Rektors, TU Chemnitz
- Praktikum: Marketing Coordination Markets und Brand Management; Smart GmbH, Böblingen, Deutschland

Mitglied in Netzwerken

• American Marketing Association
• Association for Consumer Research
• European Marketing Association

Projekte

• Tokenized Voluntary Carbon Offsetting Mechanism for Accelerated Adoption / Teammitglied / Projekt laufend
• Virtualizing sales staff for online shopping: Transferring the offline shopping experience into the digital world / Co-ProjektleiterIn / Projekt laufend
• Zielgruppenprofile in der Tabakprävention / Teammitglied / Projekt abgeschlossen
• NeuroArcher – Entwicklung einer KI-basierten Anwendung zur automatisierten, kundenspezifischen Kommunikation durch Neuromarketing und Persönlichkeitspsychologie / Stellv. ProjektleiterIn / Projekt abgeschlossen
• Digital Health und neue Tarifmodelle aus Sicht von Krankenversicherten in der Schweiz und Deutschland / Teammitglied / Projekt abgeschlossen

Publikationen

• Jahn, Steffen; Furchheim, Pia; Strässner, Anna-Maria,

  2021.

  Plant-based meat alternatives : motivational adoption barriers and solutions.

  Sustainability.

  13(23), S. 13271.

  Verfügbar unter: https://doi.org/10.3390/su132313271

• Furchheim, Pia; Martin, Christian; Morhart, Felicitas,

  2019.

  Being green in a materialistic world : consequences for subjective well‐being.

  Psychology & Marketing.

  37(1), S. 114-130.

  Verfügbar unter: https://doi.org/10.1002/mar.21285

• Drengner, Jan; Jahn, Steffen; Furchheim, Pia,

  2018.

  Flow revisited : process conceptualization and a novel application to service contexts.

  Journal of Service Management.

  29(4), S. 703-734.

  Verfügbar unter: https://doi.org/10.1108/JOSM-12-2016-0318

• Onel, Naz; Mukherjee, Avinandan; Kreidler, Nicole Bieak; Díaz, Estela M.; Furchheim, Pia; Gupta, Shipra; Keech, Jessica; Murdock, Mitchel R.; Wang, Qin,

  2018.

  Tell me your story and I will tell you who you are : persona perspective in sustainable consumption.

  Psychology & Marketing.

  35(10), S. 752-765.

  Verfügbar unter: https://doi.org/10.1002/mar.21132

• Bublitz, Melissa G.; Escalas, Jennifer Edson; Peracchio, Laura A.; Furchheim, Pia; Grau, Stacy Landreth; Hamby, Anne; Kay, Mark J.; Mulder, Mark R.; Scott, Andrea,

  2016.

  Transformative stories : a framework for crafting stories for social impact organizations.

  Journal of Public Policy & Marketing.

  35(2), S. 237-248.

  Verfügbar unter: https://doi.org/10.1509/jppm.15.133

• Shrum, L. J; Lowrey, Tina; Pandelaere, Mario; Ruvio, Ayalla; Gentina, Elodie; Furchheim, Pia; Maud, Herbert; Hudders, Liselot; Lens, Inge; Mandel, Naomi; Nairn, Agnes; Samper, Adriana; Soscia, Isabella; Steinfield, Laurel,

  2014.

  Materialism : the good, the bad, and the ugly.

  Journal of Marketing Management.

  30(17-18), S. 1858-1881.

  Verfügbar unter: https://doi.org/10.1080/0267257X.2014.959985

• Furchheim, Pia,

  2016.

  Grüner Materialismus : eine Überprüfung der Vereinbarkeit von Materialismus und grünem Konsum.

  Wiesbaden:

  Springer Gabler.

  Markenkommunikation und Beziehungsmarketing ; 14.

  ISBN 978-3-658-11714-6.

  Verfügbar unter: https://doi.org/10.1007/978-3-658-11715-3

• Bosshard, Adrian; Furchheim, Pia,

  2018.

  Der Einfluss digitaler Instrumente auf Interessenten- und Käuferverhalten am Beispiel der Vermarktung des Gartenhochhauses Aglaya

  .

  In:

  Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, Hrsg.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  S. 185-201.

• Ackermann, Kurt Alexander; Furchheim, Pia,

  2018.

  Emotionen und deren Bedeutung für das Marketing : eine Einführung

  .

  In:

  Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, Hrsg.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  S. 11-26.

• Furchheim, Pia; Collenberg, Anja; Müller, Steffen,

  2021.

  Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests [Paper].

  In:

  Proceedings of the European Marketing Academy.

  50th Annual European Marketing Academy Conference (EMAC), Madrid, Spain (online), 25-28 May 2021.

  European Marketing Academy.

  S. 94497.

  Verfügbar unter: http://proceedings.emac-online.org/pdfs/A2021-94497.pdf

• Furchheim, Pia; Martin, Christian; Monhart, Felicitas,

  2018.

  Being green in a materialistic world : consequences for subjective well-being [Paper].

  In:

  7th ICAR Symposium, Almería, Spain, 9-10 November 2018.

  International Centre of Anti-Consumption.

  S. 97-102.

• Martin, Christian; Furchheim, Pia; Morhart, Felicitas,

  2017.

  Introducing the green materialist : a cluster analysis of North American and Swiss consumer populations [Paper].

  In:

  European Marketing Association Conference, Groningen, Netherlands, 23.-26. Mai 2017.

  University of Groningen.

  S. 54-60.

• Hellwig, Katharina; Furchheim, Pia; Morhart, Felicitas,

  2014.

  Catching a glimpse of meaningfulness : understanding volunteering holidays from a eudaimonic perspective [Paper].

  In:

  3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014.

• Furchheim, Pia; Jahn, Steffen; Zanger, Cornelia,

  2014.

  Holier than thou : an exploration of the green side of materialism [Paper].

  In:

  3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014.

• Furchheim, Pia; Heierli, Reto; Stallone, Valerio; Greschner, Ines Maria,

  2022.

  Swiss Consumption System : Befragung zum Stand von nachhaltigem Konsum in der Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Verfügbar unter: https://doi.org/10.21256/zhaw-25677

• Müller, Steffen; Collenberg, Anja; Furchheim, Pia,

  2021.

  Jedem Review seine gezielte Antwort.

  htr hotelrevue.

  2021(06), S. 7.

• Monard, Frédéric; Uebersax, Hans-Peter; Müller, Melanie; Hannich, Frank; Furchheim, Pia; Kaya, Tania,

  2021.

  Chatbot Studie '21.

  Dübendorf:

  swiss moonshot.

  Verfügbar unter: https://page.aiaibot.com/de/chatbot-studie

• Furchheim, Pia; Collenberg, Anja; Müller, Steffen,

  2021.

  Taking the conversation offline? : the impact of response strategies on potential hotel guests [Paper].

  In:

  2021 AMS Virtual Conference - Annual Conference World Marketing Congress, online, 1-4 June 2021.

• Monard, Frédéric; Uebersax, Hans-Peter; Skerswetat, Jörn; Müller, Melanie; Hannich, Frank; Furchheim, Pia; Collenberg, Anja; Lenggenhager, Vera Nina,

  2020.

  PIDAS Benchmark-Studie : Kundenservice im digitalen Zeitalter.

  Dübendorf:

  PIDAS.

  Verfügbar unter: https://page.pidas.com/benchmark-studie-2020-kundenservice-im-digitalen-zeitalter

• Haarmann, Jens; Hannich, Frank; Lovric, Karlo; Malz, Charlotte; Furchheim, Pia; Heierli, Reto,

  2020.

  Krankenversicherung goes digital – Bereit für den Wandel? : Digital Health und neue Tarifmodelle aus Sicht von Krankenversicherten in Deutschland und der Schweiz.

  BSI Business Systems Integration.

  Verfügbar unter: https://services.bsi-software.com/studio/public/e/l/health-studie-download-webseite-web

• Ackermann, Kurt Alexander; Heim, Nina; Collenberg, Anja; Lenggenhager, Vera Nina; Müller, Steffen; Furchheim, Pia,

  2020.

  Swiss Behavioral Econmics Studie : der Einsatz von Verhaltensökonomie in Schweizer Unternehmen - Fokus Marketing.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Verfügbar unter: https://doi.org/10.21256/zhaw-20571

• Müller, Steffen; Furchheim, Pia,

  2019.

  Freundlich bleiben zahlt sich aus.

  htr hotelrevue.

  2019(24), S. 8.

• Heierli, Reto; Furchheim, Pia; Hannich, Frank; Rüeger, Brian; Crowden, Catherine; Fuchs, Rainer; Suvada, Adrienne; Müller, Steffen; Klaas, Michael; Bächler, Jesse; Kotowski, Wolfgang; Barth, Linard; Stallone, Valerio; Dietrich, Dennis; Caleta, Marija,

  2019.

  Komplexität und Dynamik im Marketing : Swiss Marketing Leadership Studie 2019.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Verfügbar unter: https://doi.org/10.21256/zhaw-18748

• Pyka, Sebastian; Furchheim, Pia,

  2017.

  Experimentelle Marktforschung : eine Einführung in die experimentelle Sozialforschung.

  Chemnitz Economic Papers

  ; 14.

  Chemnitz:

  Chemnitz University of Technology.

  Verfügbar unter: https://econpapers.repec.org/RePEc:tch:wpaper:cep014

• Collenberg, Anja; Furchheim, Pia; Beurer-Züllig, Bettina,

  2019.

  Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram.

  In:

  Proceedings of the EMAC 48th Annual Conference.

  EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019.

  EMAC.

  Verfügbar unter: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

• Furchheim, Pia; Müller, Steffen; Sponagel, Claudio; Collenberg, Anja,

  2019.

  “Dear Monica, thank you for your review” : the impact of hotel responses to online reviews.

  In:

  Proceedings of the EMAC 48th Annual Conference.

  EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019.

  EMAC.

  Verfügbar unter: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=140_Furchheim_et+al_1203082549.pdf

• Furchheim, Pia; Martin, Christian; Morhart, Felicitas,

  2018.

  A comprehensive model of consequences of a value conflict on well-being.

  In:

  47th EMAC Annual Conference, Glasgow, Scotland, 29 May - 1 June 2018.

  University of Strathclyde.

• Furchheim, Pia; Martin, Christian; Morhart, Felicitas,

  2018.

  Materialism versus green values : revisiting research on value conflicts.

  In:

  2018 AMA Winter Academic Conference : Proceedings.

  Winter Marketing Academic Conference 2018, New Orleans, 23-25 February 2018.

  American Marketing Association.

• Furchheim, Pia; Martin, Christian; Morhart, Felicitas,

  2016.

  Materialism, green values, and well-being : a conflicting values perspective..

  In:

  Association for Consumer Research Conference, Berlin, Germany, 27 - 30 October 2016.

Publikationen vor Tätigkeit an der ZHAW

Pyka, Sebastian & Furchheim, Pia (2017): Experimentelle Marktforschung - Eine Einführung in die experimentelle Sozialforschung, Chemnitz Economic Papers, No. 014 (2017), Department of Economics, Chemnitz University of Technology.

Martin, Christian, Furchheim, Pia* & Morhart, Felicitas (2017) “Introducing the Green Materialist – A cluster analysis of North American and Swiss consumer populations,” the 46th EMAC Annual Conference, Groningen, Netherlands. (peer reviewed)

Bublitz, Melissa G.; Escalas, Jennifer E.; Peracchio, Laura A.; Furchheim, Pia; Landreth Grau, Stacy; Hamby, Anne; Kay, Mark; Mulder, Mark; Scott, Andrea (2016) “Transformative Storytelling: A Framework for Crafting Stories for Social Impact Organizations”, Journal of Public Policy and Marketing, Vol. 35, No. 2, pp. 237-248, DOI: 10.1509/jppm.15.133. (peer reviewed)

Furchheim, Pia (2016): Grüner Materialismus – Eine Überprüfung der Vereinbarkeit von Materialismus und grünem Konsum. Gabler, Wiesbaden. (Dissertation)

Peracchio, Laura A.*; Bublitz, Melissa G.; Escalas, Jennifer E.*; Furchheim, Pia; Landreth Grau, Stacy; Hamby, Anne (2016) “Transformative Storytelling: A Framework for Crafting Stories for Social Impact Organizations,” Advances in Consumer Research, Vol. 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN: Associations for Consumer Research, 103-107. (peer reviewed)

Bublitz, Melissa G.*; Landreth Grau, Stacy & Furchheim, Pia (2016) “Storytelling for the Digital Age: SCO Stories that Create Social Media Buzz,” Proceedings of the Marketing and Public Policy Conference, San Luis Obispo, special session. (peer reviewed)

Furchheim, Pia*, Martin, Christian & Morhart, Felicitas (2016). “Materialism, Green Values, and Well-Being: A Conflicting Values Perspective,” 2016 Poster Session Association for Consumer Research Conference, Berlin. (peer reviewed)

Furchheim, Pia* & Jahn, Steffen (2015) “How Cultural Capital Shapes Green Product Preferences Among Materialists,” Advances in Consumer Research, Vol. 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN: Associations for Consumer Research, pp. 527-528. (peer reviewed)

Martin, Christian*; Furchheim, Pia; Shrum, L.J. & Hellwig, Katharina (2015) “Measuring Materialistic Mindsets: Development of an Implicit Measure of Materialism,” Proceedings of the Society for Consumer Psychology Conference, eds. Dahl, D.; Kamleitner, B.; Moreau, P., and Schreier, M., Vienna, Austria, 59. (peer reviewed)

Furchheim, Pia*, Jahn, Steffen & Zanger, Cornelia (2015) “Greening Up a Materialistic World,” Proceedings of the European Marketing Association Conference, Leuven, Belgium. (peer reviewed)

Shrum, L. J.; Lowrey, Tina M.; Pandelaere, Mario; Ruvio, Ayalla; Gentina, Elodie; Furchheim, Pia; Herbert, Maud; Hudders, Liselot; Lens, Inge; Mandel, Naomi; Nairn, Agnes; Samper, Adriana; Soscia, Isabella; & Steinfield, Laurel (2014), “Materialism: The Good, the Bad, and the Ugly,” Journal of Marketing Management, Vol. 30, Iss. 17-18, pp. 1858-1881, DOI: 10.1080/0267257X.2014.959985. (peer reviewed)

Furchheim, Pia*, Jahn, Steffen & Zanger, Cornelia (2014) “Holier Than Thou – An Exploration of the Green Side of Materialism”, Proceedings of the Conference for Positive Marketing, April, New York, USA. (peer reviewed)

Hellwig, Katharina*, Furchheim, Pia & Morhart, Felicitas (2014) “Catching a Glimpse of Meaningfulness. Understanding Volunteering Holidays from a Eudaimonic Perspective,” Proceedings of the Conference for Positive Marketing, New York, USA. (peer reviewed)

Drengner, Jan; Jahn, Steffen; & Furchheim, Pia (2013): „Die Eignung von Social Networking-Plattformen für die Ablaufkontrolle von Events: Eine empirische Untersuchung unter Rückgriff auf die Erlebnisqualität“, in: Zanger C., “Events im Zeitalter von Social Media – Stand und Perspektiven der Eventforschung”, Gabler, Wiesbaden, S. 153 - 178.

Drengner, Jan; Jahn, Steffen; & Furchheim, Pia (2013): „Customer Engagement-Praktiken auf Social Networking-Plattformen und deren Bedeutung für die Kundenintegration“, in: Bruhn, M. and Hadwich, K., “Dienstleistungs¬management und Social Media. Forum Dienstleistungsmanagement”, Gabler, Wiesbaden, pp. 217-238. (peer reviewed)

Furchheim, Pia*, Jahn Steffen, Koley, Shruti & Zanger, Cornelia (2013) “When Materialistic and Sustainable Values Collide: Strategies to Cope,” Proceedings of the European Marketing Association Conference, Istanbul, Turkey. (peer reviewed)

Furchheim, Pia*, Jahn Steffen & Zanger, Cornelia (2013) When Altruism is Perceived to be Rare, Would Materialists Buy Green?,” Advances in Consumer Research, Vol. 41, eds. Simona Botti and Aparna Labroo, Duluth, MN: Associations for Consumer Research, pp. 501-502. (peer reviewed)

Furchheim, Pia*, Jahn Steffen & Zanger, Cornelia (2013) “When Materialistic and Sustainable Values Collide: Strategies for Static and Dynamic Goal Management, ” Proceedings of the American Marketing Association Winter Educators’ Conference, Las Vegas, USA. (peer reviewed)

Jahn, Steffen*, Drengner, Jan & Furchheim Pia (2013) “Flow Revisited: Process Conceptualization and Extension to Reactive Consumption Experiences,” Proceedings of the American Marketing Association Winter Educators’ Conference, Las Vegas, USA. [Best in Conference Paper]. (peer reviewed)

Furchheim, Pia *, Jahn, Steffen & Zanger, Cornelia (2012) “The Green Side of Materialism,” Proceedings of the American Marketing Association Summer Educators’ Conference, Chicago, USA. (peer reviewed)

Furchheim, Pia*, Jahn Steffen & Zanger, Cornelia (2012) “Green Materialist,” Proceedings of the European Marketing Association Conference, Portugal, Lisbon. (peer reviewed)

Drengner, Jan*, Sachse, Manuela & Furchheim, Pia (2009) “Flow in Consumer Research: A novel Approach,” Advances in Consumer Research, Vol. 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN: Associations for Consumer Research, 670-671. (peer reviewed)

Drengner, Jan*, Furchheim, Pia & Sachse, Manuela (2008) “Flow Experience: New Approaches for Conceptualization and Modeling of a Multifaceted Construct,” Proceedings of the American Marketing Association Winter Educators’ Conference, Austin, Texas, USA (Best Paper: Consumer Psychology and Behavior track; Honorable Mention). (peer reviewed)

Weitere Beiträge

Interview durch Atmani, Mehdi: Furchheim, Pia & Morhart (2018) Les matéerialiste vers, la nouvelle mine d'or du marketing, in Niwa, Nelly & Frund Benoît (eds.): Volteface La Transition Énergétique: Un Projet de Sociéte., pp. 83-90.

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