Prof. Dr. Pia Furchheim

Work at ZHAW

Position

• Professor (Institute of Marketing Management, Behavioral Insights & Pricing)
• Co-Lead IMM Sustainability Lab

Focus

• Circular Economy
• Materialism
• Sustainable Consumption
• value conflict

Teaching

• CAS Behavioral Insights in Marketing
• Consumer Behavior: Aktuelle Trends (MSc.)
• CAS Marketing Analytics
• CAS Strategisches Marketing
• CAS Sustainable Innovation
• CAS Corporate Responsibility
• CAS Managing Circular Economy, Thema: Customer in the Loop
• Konsumentenverhalten und Zielgruppenbestimmung
• Marketing & Markets (BSc.)
• Applied Statistics and Data Analysis (MSc.)
• Communication and Consulting (MSc. Circular Economy Managment)

Experience

• Research Associate (Behavioral Insights & Pricing)
  ZHAW
  01 / 2018 - 07 / 2019
• Post-Doc
  University of Lausanne, Department of Marketing
  09 / 2014 - 12 / 2017
• Research Associate
  Chemnitz University of Technology, Department of Marketing
  01 / 2010 - 08 / 2014
• Advisor Marketing and International Relations
  Chemnitz University of Technology, President's office
  01 / 2008 - 12 / 2009
• Research Associate
  Chemnitz University of Technology, Department of Marketing
  05 / 2007 - 12 / 2007
• Management assistance
  EBC Electron-Beam GmbH, Chemnitz
  05 / 2007 - 12 / 2007
• Apprenticeship, Marketing Coordination Markets and Smart BRABUS
  Smart GmbH
  03 / 2005 - 08 / 2005
• student trainee
  EBC Electron-Beam GmbH, Chemnitz
  07 / 2002 - 08 / 2004
• student trainee
  SE Sächsische Elektronenstrahl GmbH, Chemnitz
  08 / 2000 - 04 / 2002

Education and Continuing education

Education

• Dr. rer. pol. (PhD)
  Chemnitz University of Technology, Germany
  01 / 2010 - 04 / 2014
• Diplom-Kffr. (equivalent MSc.) / Business Administration
  Chemnitz University of Technology, Germany
  10 / 2000 - 04 / 2007
• Abitur (A-Levels)
  Dr. Wilhelm-André Gymnasium, Chemnitz
  08 / 1992 - 06 / 1999

Continuing Education

• Frauen in Führungspositionen – mentoring fff
  ZHAW, ZHDK, PHZH
  06 / 2022
• CAS Higher & Professional Education
  ZHAW
  08 / 2020
• Cambridge Certificate in Advanced English
  nn
  06 / 2000

Network

Membership of networks

European Marketing Association

ORCID digital identifier

ORCID ID: 0000-0001-5613-6714

Awards

• Best in Conference Paper
  AMA Winter Educators’ Conference, Las Vegas, NV.
  02 / 2013
• Best Paper in Track (Consumer Psychology and Behavior) and Honorable Mention
  AMA Winter Educators’ Conference, Austin, TX
  02 / 2008

Social media

• LinkedIn
• Research Gate

Projects

• Green Patterns / Team member / completed
• How does Switzerland cook? / Co-project leader / completed
• Tokenized Voluntary Carbon Offsetting Mechanism for Accelerated Adoption / Team member / completed
• Virtualizing sales staff for online shopping: Transferring the offline shopping experience into the digital world / Co-project leader / completed
• NeuroArcher – Towards the development of an AI-based application for automated customer-specific communication informed by neuromarketing and personality psychology / Deputy project leader / completed

Publications

• Mendini, Monica; Furchheim, Pia,

  2025.

  Escaping loneliness through shopping : the role of materialism, impulse buying and escapism.

  Journal of Consumer Marketing.

  42(3), pp. 257-271.

  Available from: https://doi.org/10.1108/JCM-12-2023-6481

• Altwicker-Hámori, Szilvia; Ackermann, Kurt Alexander; Furchheim, Pia; Dratva, Julia; Truninger, Dominique; Müller, Steffen; Wieber, Frank,

  2024.

  Risk factors for smoking in adolescence : evidence from a cross-sectional survey in Switzerland.

  BMC Public Health.

  24(1), pp. 1165.

  Available from: https://doi.org/10.1186/s12889-024-18695-4

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

  2021.

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

  Sustainability.

  13(23), pp. 13271.

  Available from: 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), pp. 114-130.

  Available from: 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), pp. 703-734.

  Available from: 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), pp. 752-765.

  Available from: 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), pp. 237-248.

  Available from: 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), pp. 1858-1881.

  Available from: 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.

  Available from: 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, eds.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  pp. 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, eds.,

  Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis.

  Stuttgart:

  Schäffer-Poeschel.

  pp. 11-26.

• Furchheim, Pia; Kreidler, Nicole,

  2022.

  Why do consumers discard products prematurely? : a consumer value perspective[paper].

  In:

  Proceedings of the European Marketing Academy.

  51st Annual European Marketing Academy Conference (EMAC), Budapest, Hungary, 24-27 May 2022.

  European Marketing Academy.

• 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.

  pp. 94497.

  Available from: 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.

  pp. 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.

  pp. 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; Rettenmund, Michèle; Greschner, Ines Maria,

  2023.

  Swiss Sustainable Consumption Study 2022 : Befragung zum Stand von nachhaltigem Konsum in der Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2454

• Furchheim, Pia; Vogt, Helen; Oehninger, Fabian; Lösch, Corina; Bächler, Jesse R.; Strässner, Anna-Maria; Rüeger, Brian,

  2023.

  Swiss Sustainability Benchmark-Studie 2023 : Stellenwert, Kommunikation und Massnahmen.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2527

• Rüeger, Brian; Furchheim, Pia,

  2023.

  Die Krux mit der Nachhaltigkeitskommunikation.

  SWA Jahresbericht 2022 : Green Power for Advertisers.

  pp. 8-11.

  Available from: https://swa-asa.ch/wAssets/docs/jahresberichte/de/2022-jahresbericht-swa.pdf

• 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.

  Available from: https://doi.org/10.21256/zhaw-25677

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

  2021.

  Jedem Review seine gezielte Antwort.

  htr hotelrevue.

  2021(06), pp. 7.

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

  2021.

  Chatbot Studie '21.

  Dübendorf:

  swiss moonshot.

• 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.

  Available from: 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.

  Available from: 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.

  Available from: https://doi.org/10.21256/zhaw-20571

• Müller, Steffen; Furchheim, Pia,

  2019.

  Freundlich bleiben zahlt sich aus.

  htr hotelrevue.

  2019(24), pp. 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.

  Available from: 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.

  Available from: https://econpapers.repec.org/RePEc:tch:wpaper:cep014

• Wieber, Frank; Müller, Steffen; Ackermann, Kurt; Furchheim, Pia; Zysset, Annina; Meyer, Matthias; Dratva, Julia,

  2023.

  Segmentation analyses as an effective tool to improve tobacco prevention and cessation.

  In:

  16th European Public Health Conference, Dublin, Ireland, 8-11 November 2023.

  Oxford University Press.

  pp. ii582-ii583.

  Available from: https://doi.org/10.1093/eurpub/ckad160.1461

• Wieber, Frank; Müller, Steffen; Ackermann, Kurt Alexander; Furchheim, Pia,

  2023.

  One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention.

  In:

  Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023.

• 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.

  Available from: 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.

• 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.

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