Dr. Anna-Maria Strässner
Dr. Anna-Maria Strässner
ZHAW
School of Management and Law
Center for Consumer Behavior
Theaterstrasse 17
8400 Winterthur
Work at ZHAW
Position
Focus
- Flexitarianism
- Consumer psychology
- Food decision-making
- Sustainability communication
- Brand Management
Teaching
- Corporate Communication & Brand Management (BSc)
- Marketing Pitch Competition (BSc)
- Marketing Basics (Minor Classes)
Education and Continuing education
Education
- Dr. phil. / Communication Science & Media Research
University of Zurich
01 / 2020 - 01 / 2026 - MSc Business Administration Marketing / Marketing
ZHAW School of Management and Law
09 / 2016 - 10 / 2018 - BSc Business Psychology / Marketing
University of Applied Sciences Harz
09 / 2012 - 06 / 2016
Network
ORCID digital identifier
Social media
Projects
- How does Switzerland cook? / Team member / completed
- Go-to-market pilot study for an innovative locking technology / Project leader / completed
- Product-Market Fit and Revenue Model Evaluation of an event platform / Team member / completed
- Design Thinking Projects 2021 / Team member / completed
Publications
Articles in scientific journal, peer-reviewed
- Strässner, A.-M. and Wirth, W. (2024) 'Shades and shifts in flexitarian and meat-oriented consumer profiles in a German panel study', Appetite, 197(107298). doi: 10.1016/j.appet.2024.107298.
- Strässner, A.-M. and Hartmann, C. (2023) 'Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale', Appetite, 186(106537). doi: 10.1016/j.appet.2023.106537.
- Jahn, S., Furchheim, P. and Strässner, A.-M. (2021) 'Plant-based meat alternatives : motivational adoption barriers and solutions', Sustainability, 13(23), p. 13271. doi: 10.3390/su132313271.
Other publications
- Strässner, A.-M., Merdzanovic, A. and Suvada, A. (2023) Employer Branding Studie 2023 : Status-quo und Erfolgsfaktoren im Employer Branding bei Schweizer Unternehmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-29013.
- Merdzanovic, A., Suvada, A. and Strässner, A.-M. (2023) Content Marketing Studie 2023 : Einsatz und Verbreitung des Content Marketing in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-27635.
- Furchheim, P. et al. (2023) Swiss Sustainability Benchmark-Studie 2023 : Stellenwert, Kommunikation und Massnahmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2527.
- Hüttermann, M. et al. (2021) Swiss MarTech Studie 2021. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-22593.
- Merdzanovic, A. et al. (2021) Content Marketing Studie 2021 : Einsatz und Verbreitung des Content Marketing in der Schweiz. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. doi: 10.21256/zhaw-2417.