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

Articles in scientific journal, peer-reviewed

• Ackermann, K. A., Furchheim, P., Bächler, J. R., Heim, N., & Lenggenhager, V. N. (2025). Personality ASPECTS : a novel psychographic model and scale integrating traits, values, and motives for psychological targeting. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.70051
• Mendini, M., & Furchheim, P. (2025). Escaping loneliness through shopping : the role of materialism, impulse buying and escapism. Journal of Consumer Marketing, 42(3), 257–271. https://doi.org/10.1108/JCM-12-2023-6481
• Altwicker-Hámori, S., Ackermann, K. A., Furchheim, P., Dratva, J., Truninger, D., Müller, S., & Wieber, F. (2024). Risk factors for smoking in adolescence : evidence from a cross-sectional survey in Switzerland. BMC Public Health, 24(1), 1165. https://doi.org/10.1186/s12889-024-18695-4
• Jahn, S., Furchheim, P., & Strässner, A.-M. (2021). Plant-based meat alternatives : motivational adoption barriers and solutions. Sustainability, 13(23), 13271. https://doi.org/10.3390/su132313271
• Furchheim, P., Martin, C., & Morhart, F. (2019). Being green in a materialistic world : consequences for subjective well‐being. Psychology & Marketing, 37(1), 114–130. https://doi.org/10.1002/mar.21285
• Drengner, J., Jahn, S., & Furchheim, P. (2018). Flow revisited : process conceptualization and a novel application to service contexts. Journal of Service Management, 29(4), 703–734. https://doi.org/10.1108/JOSM-12-2016-0318
• Onel, N., Mukherjee, A., Kreidler, N. B., Díaz, E. M., Furchheim, P., Gupta, S., Keech, J., Murdock, M. R., & Wang, Q. (2018). Tell me your story and I will tell you who you are : persona perspective in sustainable consumption. Psychology & Marketing, 35(10), 752–765. https://doi.org/10.1002/mar.21132
• Bublitz, M. G., Escalas, J. E., Peracchio, L. A., Furchheim, P., Grau, S. L., Hamby, A., Kay, M. J., Mulder, M. R., & Scott, A. (2016). Transformative stories : a framework for crafting stories for social impact organizations. Journal of Public Policy & Marketing, 35(2), 237–248. https://doi.org/10.1509/jppm.15.133
• Shrum, L. J., Lowrey, T., Pandelaere, M., Ruvio, A., Gentina, E., Furchheim, P., Maud, H., Hudders, L., Lens, I., Mandel, N., Nairn, A., Samper, A., Soscia, I., & Steinfield, L. (2014). Materialism : the good, the bad, and the ugly. Journal of Marketing Management, 30(17-18), 1858–1881. https://doi.org/10.1080/0267257X.2014.959985

Books, peer-reviewed

Furchheim, P. (2016). Grüner Materialismus : eine Überprüfung der Vereinbarkeit von Materialismus und grünem Konsum [Doctoral dissertation, Springer Gabler]. https://doi.org/10.1007/978-3-658-11715-3

Book chapters, peer-reviewed

• Ackermann, K. A., & Furchheim, P. (2018). Emotionen und deren Bedeutung für das Marketing : eine Einführung. In B. Rüeger, F. Hannich, R. Fuchs, S. Müller, M. Klaas, & A. Suvada (eds.), Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis (pp. 11–26). Schäffer-Poeschel.
• Bosshard, A., & Furchheim, P. (2018). Der Einfluss digitaler Instrumente auf Interessenten- und Käuferverhalten am Beispiel der Vermarktung des Gartenhochhauses Aglaya. In B. Rüeger, F. Hannich, R. Fuchs, S. Müller, M. Klaas, & A. Suvada (eds.), Emotionalisierung im digitalen Marketing : erfolgreiche Methoden für die Marketingpraxis (pp. 185–201). Schäffer-Poeschel.

Written conference contributions, peer-reviewed

• Furchheim, P., & Kreidler, N. (2022). Why do consumers discard products prematurely? : a consumer value perspective. Proceedings of the European Marketing Academy.
• Furchheim, P., Collenberg, A., & Müller, S. (2021). Should hotels take the conversation offline? : the impact of different responses to online reviews on potential guests [Conference paper]. Proceedings of the European Marketing Academy, 94497. http://proceedings.emac-online.org/pdfs/A2021-94497.pdf
• Furchheim, P., Martin, C., & Monhart, F. (2018). Being green in a materialistic world : consequences for subjective well-being [Conference paper]. 7th ICAR Symposium, Almería, Spain, 9-10 November 2018, 97–102.
• Martin, C., Furchheim, P., & Morhart, F. (2017). Introducing the green materialist : a cluster analysis of North American and Swiss consumer populations [Conference paper]. European Marketing Association Conference, Groningen, Netherlands, 23.-26. Mai 2017, 54–60.
• Hellwig, K., Furchheim, P., & Morhart, F. (2014). Catching a glimpse of meaningfulness : understanding volunteering holidays from a eudaimonic perspective. 3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014.
• Furchheim, P., Jahn, S., & Zanger, C. (2014). Holier than thou : an exploration of the green side of materialism. 3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014.

Other publications

• Rüeger, B., & Furchheim, P. (2023). Die Krux mit der Nachhaltigkeitskommunikation. SWA Jahresbericht 2022 : Green Power for Advertisers, 8–11. https://swa-asa.ch/wAssets/docs/jahresberichte/de/2022-jahresbericht-swa.pdf
• Furchheim, P., Heierli, R., Stallone, V., Rettenmund, M., & Greschner, I. M. (2023). Swiss Sustainable Consumption Study 2022 : Befragung zum Stand von nachhaltigem Konsum in der Schweiz. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2454
• Furchheim, P., Vogt, H., Oehninger, F., Lösch, C., Bächler, J. R., Strässner, A.-M., & Rüeger, B. (2023). Swiss Sustainability Benchmark-Studie 2023 : Stellenwert, Kommunikation und Massnahmen. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-2527
• Furchheim, P., Heierli, R., Stallone, V., & Greschner, I. M. (2022). Swiss Consumption System : Befragung zum Stand von nachhaltigem Konsum in der Schweiz. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-25677
• Monard, F., Uebersax, H.-P., Müller, M., Hannich, F., Furchheim, P., & Kaya, T. (2021). Chatbot Studie ’21. swiss moonshot.
• Furchheim, P., Collenberg, A., & Müller, S. (2021). Taking the conversation offline? : the impact of response strategies on potential hotel guests. 2021 AMS Virtual Conference - Annual Conference World Marketing Congress, Online, 1-4 June 2021.
• Müller, S., Collenberg, A., & Furchheim, P. (2021). Jedem Review seine gezielte Antwort. htr hotelrevue, 2021(06), 7.
• Ackermann, K. A., Heim, N., Collenberg, A., Lenggenhager, V. N., Müller, S., & Furchheim, P. (2020). Swiss Behavioral Econmics Studie : der Einsatz von Verhaltensökonomie in Schweizer Unternehmen - Fokus Marketing. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-20571
• Haarmann, J., Hannich, F., Lovric, K., Malz, C., Furchheim, P., & Heierli, R. (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. https://services.bsi-software.com/studio/public/e/l/health-studie-download-webseite-web
• Monard, F., Uebersax, H.-P., Skerswetat, J., Müller, M., Hannich, F., Furchheim, P., Collenberg, A., & Lenggenhager, V. N. (2020). PIDAS Benchmark-Studie : Kundenservice im digitalen Zeitalter. PIDAS. https://page.pidas.com/benchmark-studie-2020-kundenservice-im-digitalen-zeitalter
• Müller, S., & Furchheim, P. (2019). Freundlich bleiben zahlt sich aus. htr hotelrevue, 2019(24), 8.
• Heierli, R., Furchheim, P., Hannich, F., Rüeger, B., Crowden, C., Fuchs, R., Suvada, A., Müller, S., Klaas, M., Bächler, J., Kotowski, W., Barth, L., Stallone, V., Dietrich, D., & Caleta, M. (2019). Komplexität und Dynamik im Marketing : Swiss Marketing Leadership Studie 2019. ZHAW Zürcher Hochschule für Angewandte Wissenschaften. https://doi.org/10.21256/zhaw-18748
• Pyka, S., & Furchheim, P. (2017). Experimentelle Marktforschung : eine Einführung in die experimentelle Sozialforschung. Chemnitz University of Technology. https://econpapers.repec.org/RePEc:tch:wpaper:cep014

Oral conference contributions and abstracts

• Wieber, F., Müller, S., Ackermann, K., Furchheim, P., Zysset, A., Meyer, M., & Dratva, J. (2023). Segmentation analyses as an effective tool to improve tobacco prevention and cessation [Conference presentation]. European Journal of Public Health, 33(Supplement_2), ii582–ii583. https://doi.org/10.1093/eurpub/ckad160.1461
• Wieber, F., Müller, S., Ackermann, K. A., & Furchheim, P. (2023, September 12). One size doesn`t fit all : segmentation and tailoring in health promotion and prevention, the case of Tobacco Prevention. Swiss Public Health Conference, Lausanne, Switzerland, 12.-13. September 2023.
• Furchheim, P., Müller, S., Sponagel, C., & Collenberg, A. (2019). “Dear Monica, thank you for your review” : the impact of hotel responses to online reviews. Proceedings of the EMAC 48th Annual Conference.
• Collenberg, A., Furchheim, P., & Beurer-Züllig, B. (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. Proceedings of the EMAC 48th Annual Conference. https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf
• Furchheim, P., Martin, C., & Morhart, F. (2018). A comprehensive model of consequences of a value conflict on well-being. 47th EMAC Annual Conference, Glasgow, Scotland, 29 May - 1 June 2018.
• Furchheim, P., Martin, C., & Morhart, F. (2018). Materialism versus green values : revisiting research on value conflicts [Conference presentation]. 2018 AMA Winter Academic Conference : Proceedings, 29.
• Furchheim, P., Martin, C., & Morhart, F. (2016). Materialism, green values, and well-being : a conflicting values perspective. Association for Consumer Research Conference, Berlin, Germany, 27 - 30 October 2016.

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