Anna-Maria Strässner

Personal profile

Position at the ZHAW

Research Associate at Institute of Marketing Management
PhD student at Department of Communication & Media Research (University of Zurich)
Program lead CAS Digital Brand Management

www.zhaw.ch/imm

Expertise and research interests

Food decision-making, sustainability communication, green consumer behaviour

Educational background

2020 - 2024: PhD in Communication Sciences, University of Zurich
2016 - 2018: MSc Business Administration Marketing, ZHAW School of Management and Law
2012 - 2016: BSc Economic Psychology, University of Applied Sciences Harz (Germany)

Membership of networks

Mittelbaugruppe der DGPuK-Fachgruppe »Rezeptions- und Wirkungsforschung«

Projects

• Product-Market-Fit Analyse zur erfolgreichen Marktpositionierung von Produkten aus essbaren Insekten / Project leader / Project completed
• Design Thinking Projects 2021 / Team member / Project completed

Publications

• Strässner, Anna-Maria; Hartmann, Christina,

  2023.

  Gradual behaviour change towards meat reduction : development and validation of a novel decisional balance scale.

  Appetite.

  186(106537).

  Available from: https://doi.org/10.1016/j.appet.2023.106537

• 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

• Merdzanovic, Adis; Suvada, Adrienne; Strässner, Anna-Maria,

  2023.

  Content Marketing Studie 2023 : Einsatz und Verbreitung des Content Marketing in der Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-27635

• 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

• Merdzanovic, Adis; Suvada, Adrienne; Bulatovic, Andjela; Wyss, Saskia; Strässner, Anna-Maria,

  2021.

  Content Marketing Studie 2021 : Einsatz und Verbreitung des Content Marketing in der Schweiz.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-2417

• Hüttermann, Marcel; Rüeger, Brian; Merdzanovic, Adis; Wyss, Saskia; Bulatovic, Andjela; Strässner, Anna-Maria; Suvada, Adrienne,

  2021.

  Swiss MarTech Studie 2021.

  Winterthur:

  ZHAW Zürcher Hochschule für Angewandte Wissenschaften.

  Available from: https://doi.org/10.21256/zhaw-22593

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