Dr. Pia Furchheim

Dr. Pia Furchheim
ZHAW
School of Management and Law
Centre of Behavioral Insights & Pricing
Theaterstrasse 17
8400 Winterthur
Work at ZHAW
Position at the ZHAW
Lecturer
www.zhaw.ch/de/sml/institute-zentren/imm/ueber-uns/
Professional development teaching
Education and Continuing education
Expertise and research interests
Transformative Consumer Research, materialism, sustainable consumption, value conflict, well-being, flow experience
Professional milestones
- post-doctoral researcher, HEC Lausanne, Department of Marketing; Lausanne (Switzerland)
- Research Associate, TU Chemnitz, Department of Marketing, Chemnitz (Germany)
- visiting lecturer: TU Chemnitz, University of Geneva; University of Münster
- Advisor Marketing, TU Chemnitz, President's office
- Internship: Marketing Coordination Markets and Brand Management, Smart GmbH, Böblingen (Germany)
Educational background
April 2014, PhD in Marketing, TU Chemnitz, Germany
Topic: Green Materialism
November 2012, Visiting Scholar, Department of Marketing, Texas A&M University, USA
2000-2007 Diplom Business Administration (MSc. equivalent), TU Chemnitz (Germany)
September 1999 – June 2000, Academic Year; EF International School of English, Brighton (UK)
June 1999, Abitur (A-Level), Chemnitz (Germany)
Membership of networks
- American Marketing Association
- Association for Consumer Research
- European Marketing Association
Projects
- Circular Lab (CLab) – Circular Economy in der Bodenseeregion / Team member / Project ongoing
- Green Patterns / Team member / Project ongoing
- Tokenized Voluntary Carbon Offsetting Mechanism for Accelerated Adoption / Team member / Project ongoing
- Virtualizing sales staff for online shopping: Transferring the offline shopping experience into the digital world / Project co-leader / Project ongoing
- Zielgruppenprofile in der Tabakprävention / Team member / Project completed
- NeuroArcher – Towards the development of an AI-based application for automated customer-specific communication informed by neuromarketing and personality psychology / Deputy project leader / Project completed
- Digital Health und neue Tarifmodelle aus Sicht von Krankenversicherten in der Schweiz und Deutschland / Team member / Project completed
Publications
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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
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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
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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
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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
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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
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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
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Bosshard, Adrian; Furchheim, Pia,
2018.
.
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.
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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.
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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.
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Furchheim, Pia; Collenberg, Anja; Müller, Steffen,
2021.
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
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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.
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Martin, Christian; Furchheim, Pia; Morhart, Felicitas,
2017.
In:
European Marketing Association Conference, Groningen, Netherlands, 23.-26. Mai 2017.
University of Groningen.
pp. 54-60.
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Hellwig, Katharina; Furchheim, Pia; Morhart, Felicitas,
2014.
In:
3rd Annual Conference for Positive Marketing, New York, USA 3-4 April 2014.
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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.
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Furchheim, Pia; Heierli, Reto; Stallone, Valerio; Rettenmund, Michèle; Greschner, Ines Maria,
2023.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-2454
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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
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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
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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
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Müller, Steffen; Collenberg, Anja; Furchheim, Pia,
2021.
Jedem Review seine gezielte Antwort.
htr hotelrevue.
2021(06), pp. 7.
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Monard, Frédéric; Uebersax, Hans-Peter; Müller, Melanie; Hannich, Frank; Furchheim, Pia; Kaya, Tania,
2021.
Dübendorf:
swiss moonshot.
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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.
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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
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Haarmann, Jens; Hannich, Frank; Lovric, Karlo; Malz, Charlotte; Furchheim, Pia; Heierli, Reto,
2020.
BSI Business Systems Integration.
Available from: https://services.bsi-software.com/studio/public/e/l/health-studie-download-webseite-web
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Ackermann, Kurt Alexander; Heim, Nina; Collenberg, Anja; Lenggenhager, Vera Nina; Müller, Steffen; Furchheim, Pia,
2020.
Winterthur:
ZHAW Zürcher Hochschule für Angewandte Wissenschaften.
Available from: https://doi.org/10.21256/zhaw-20571
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Müller, Steffen; Furchheim, Pia,
2019.
Freundlich bleiben zahlt sich aus.
htr hotelrevue.
2019(24), pp. 8.
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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
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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
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Collenberg, Anja; Furchheim, Pia; Beurer-Züllig, Bettina,
2019.
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
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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.
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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.
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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.
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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.
Publications before appointment at the 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)
Other publications
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.