Consumer Behavior
“Consumer behavior is highly context-dependent and can sometimes appear irrational. However, these seemingly irrational behavioral patterns can be explained psychologically and are therefore predictable. Those who understand the underlying behavioral drivers can consciously and purposefully shape decision-making contexts.”
Kurt Alexander Ackermann, PhD, Head of the Consumer Behavior Competence Center
The Consumer Behavior Competence Center at ZHAW helps organizations gain a deeper understanding of their customers and consumers in general. It provides guidance on the strategic design of touchpoints to positively influence consumer behavior and perceptions, ultimately contributing to an enhanced customer experience.
Consumer Behavior Competence Center
The Consumer Behavior Competence Center at the ZHAW Institute of Marketing Management is one of the few academic institutions in Switzerland that specializes in Behavioral Insights, Behavioral Pricing, and behavioral market research as distinct fields of research and consulting.
We support businesses, public sector institutions, non-profit organizations, and start-ups with scientifically grounded analysis and practical implementation — from customer segmentation and pricing strategies to the design of effective touchpoints that influence consumer perceptions and behavior.
Our services are aimed at organizations seeking collaboration with a university of applied sciences, executives and teams looking to deepen their expertise in consumer psychology and behavioral economics, and anyone interested in applying behavior-based approaches within their organization.
What Sets Us Apart from Traditional Consulting Firms
Traditional consulting firms rely on established frameworks, best practices, and experience-based recommendations. We complement these approaches with something that consultancies can rarely offer: independent, scientifically grounded evidence.
Our analyses are based on the latest insights from consumer psychology and behavioral economics. We apply the same rigorous methods that underpin publications in leading international academic journals and translate them into actionable recommendations for your organization. For you, this means no off-the-shelf solutions, but evidence-based answers tailored to your specific context and backed by transparent methodology.
Our team combines strong academic expertise with extensive practical experience. Working at the intersection of research, teaching, and industry, we stay at the forefront of developments in consumer behavior and continuously connect the latest scientific insights with real-world business challenges.
In addition, you benefit from direct access to our network of researchers, experts across other ZHAW institutes, and potential funding opportunities such as Innosuisse, which may support the co-financing of collaborative innovation and research projects.
Our Services
We provide tailored support for your specific questions and challenges related to customer and consumer behavior through research, consulting, and service projects.
While consulting and service projects are typically commissioned and implemented directly, research projects may offer the additional opportunity to secure co-funding from public funding agencies. This can be particularly attractive for innovation-focused initiatives.
Examples of collaboration include:
- Contract Research
- Qualitative and quantitative market research
- Evaluation of interventions and marketing measures
- Customer and consumer segmentation
- Consumer behavior analysis
- Experimental research and behavioral studies
- Consulting and Professional Services
- Touchpoint and customer journey design
- Pricing analysis and optimization
- Brand perception and positioning studies
- Behavioral insights for marketing and communication
- Customer experience improvement
- Funded Innovation Projects
- Collaborative innovation projects with industry partners
- Research and development projects supported by funding agencies such as Innosuisse
- Applied research projects addressing strategic business challenges
Together with you and your team, we develop hands-on solutions in interactive workshops that enable you to better understand and influence customer behavior and optimize your touchpoints using evidence-based behavioral principles.
Examples include:
- Nudging & Choice Architecture Workshop using our Behavioral Insights Kit
- Behavioral Pricing Workshop
- Customer and Target Group Segmentation Workshop
Alternatively, we can equip your team with the knowledge and skills needed to apply insights from behavioral economics, consumer psychology, pricing, and modern market research methods in practice. Our tailored in-house training programs combine scientific rigor with practical relevance, enabling participants to directly apply what they learn in their day-to-day work.
Examples include:
- Consumer Psychology & Behavioral Economics
- Behavioral Pricing
- Market Research & Customer Insights
In addition, we offer a range of opportunities for professional development through our executive education programs.
Combining academic rigor with practical relevance, our courses help participants expand their expertise and apply the latest insights directly in their professional environment.
Examples include:
- CAS Behavioral Insights for Marketing
- CAS Pricing
- CAS Circular Economy Marketing
- CAS Digital Brand Management
Every Collaboration Starts with a Question
Whether you have a specific research question, a business challenge, or an initial project idea, we would be delighted to hear from you.
We will respond within three to four business days and explore together how the Consumer Behavior Competence Center can support your objectives.
Click the button below to get in touch with Kurt Alexander Ackermann, PhD:
Research Focus Areas
Behavioral Insights (including Consumer Psychology & Behavioral Economics)
Example of a collaboration:
A Swiss company wanted to understand why customers were not taking the desired next step despite an attractive offer. Together, we analyzed the choice architecture of the relevant touchpoints and developed targeted nudges to guide decision-making. The result was a measurable increase in conversion rates—without any changes to the offer itself.
Behavioral Market Research (including Experimental Design, Behavioral Measurement & Quantitative Surveys)
Example of a collaboration:
A company wanted to validate a new product concept before investing in its development. Rather than relying solely on a traditional survey, we designed an experiment that simulated actual purchase behavior. The result provided a significantly more reliable basis for decision-making than measuring attitudes and intentions alone.
Start a Behavioral Market Research Project with Pia Furchheim
Behavioral Pricing (including Price Perception, Price Design & Price Communication)
Example of a collaboration:
A medium-sized company was seeking a scientifically grounded basis for a pricing adjustment. The Consumer Behavior Competence Center conducted a controlled experiment, analyzed the target group's willingness to pay, and developed concrete recommendations for price communication. As a result, the company was able to significantly increase acceptance of the new pricing strategy.
Sustainability & Circular Economy Marketing (including Attitudes, Values, and Consumer Behavior Related to Sustainability)
Example of a collaboration:
A company wanted to understand why customers expressed positive attitudes toward more sustainable products but rarely purchased them in practice. We investigated the gap between attitudes and actual behavior and developed communication strategies that addressed the key drivers of consumer decision-making. This enabled the company to promote sustainable choices more effectively and increase the impact of its sustainability initiatives.
Contact Prof. Dr. Pia Furchheim About a Sustainability Project
Food & Nutrition Behavior (including Food Perception, Alternative Protein Sources & Sustainability Communication)
Example of a collaboration:
A food start-up wanted to understand which barriers prevent consumers from trying plant-based alternatives. Through a combination of in-depth qualitative interviews and a quantitative follow-up study, we identified the key obstacles to adoption and developed actionable recommendations for product positioning and communication.
Contact Dr. Anna-Maria Strässner About Food & Nutrition Behavior
Behavioral Branding (including Brand Perception, Brand Design & Brand Communication)
Example of a collaboration:
A company wanted to assess and strengthen its brand perception among a new target audience. We conducted an empirical brand image study, identified gaps between the intended and actual brand positioning, and developed data-driven recommendations for more effective brand communication.
Contact Dr. Jesse Bächler About Brand Perception and Positioning
We support organizations in all areas where consumer behavior matters. Our expertise spans customer and consumer behavior analysis, the behavior-based design and evaluation of marketing activities, effectiveness measurement, and evidence-based consulting. Combining rigorous scientific methods with practical experience, we help you better understand your customers, optimize decision-making environments, and develop solutions that deliver measurable impact.
Our Team
Kurt Alexander Ackermann, PhD
- Customer and Consumer Behavior
- Nudging, Choice Architecture & Behavioral Design
- Behavioral Economics & Consumer Psychology
- Consumer Behavior in Digital Environments
- Psychographics, Audience Segmentation & Targeting
“My research and teaching focus on the intersection of behavioral economics and consumer psychology. I also support organizations in optimizing their touchpoints through behavioral science principles, including nudging, choice architecture, and behavioral design. In addition, I deliver in-house training programs and workshops that help organizations apply behavioral insights in practice—for example, through the use of the Behavioral Insights Kit.”
Professor Pia Furchheim, PhD
- Sustainable Consumption
- Decision-Making Behavior
- Materialism
- Sustainability Communication
“My research focuses on sustainable consumption behavior and psychological decision-making processes. In particular, I investigate how organizations can better understand and effectively engage consumers. Another area of focus is the acceptance of circular business models.”
Nina Heim, PhD
- Pricing & Pricing Strategies
- Value Selling & Value Communication
- Customer Insights
- Purchase Decisions & Market Research
Please note: The following publications and media contributions are available in German.
- What Are Customers Willing to Pay? A Comparison of the Open-Ended, Gabor-Granger, and Van Westendorp Methods
- Acceptance of Dynamic Pricing: An Empirical Study of Swiss Ski Resorts
- Innovative Pricing Mechanisms with a Particular Focus on Pay-What-You-Want
Media Contributions - SRF – Dynamic Pricing in Online Shops: Annoyance or Opportunity?
- SRF – Do We Still Need the Five-Rappen Coin?
- SRF – Pay What You Want
- SRF – “Pay What You Want”: Why Many Festivals Rely on Donations
- Tages-Anzeiger (17 August 2025) – Popular but Soon Much More Expensive: Victorinox Caught in the Tariff Trap
- NZZ am Sonntag (25 April 2021) – The Great Comeback of the Music Industry
“My work focuses on strategic pricing and on how organizations create, communicate, and successfully capture value. In particular, I examine how pricing strategies can drive profitable growth while addressing customer needs and expectations. Another area of interest is understanding purchase decisions and consumer perceptions to derive effective marketing and sales strategies. In addition, I support organizations in applied research projects aimed at developing innovative pricing approaches.”
Jesse Bächler, PhD
- Branding & Brand Image
- Brand Positioning
- Behavioral Branding
- Brand Perception, Brand Design & Brand Communication
“Whether you are looking for a one-time brand image assessment, ongoing brand monitoring, a large-scale repositioning initiative, or ad hoc empirical brand insights, I support you in all aspects of data-driven brand management.”
Anna-Maria Strässner, PhD
- Consumer Behavior
- Nutrition Psychology
- Meat Consumption & Flexitarianism
- Communication Strategies
“My research focuses on sustainable food and nutrition behavior, particularly meat consumption and alternative protein sources. In my doctoral research, I experimentally investigated flexitarianism and communication strategies aimed at reducing meat consumption, publishing my findings in academic journals such as Appetite. In addition, I support companies and food start-ups through market research, helping them make informed strategic decisions in product development and communication.”
Janice Huber
- Circular Economy
- Sustainability Communication
- Social Sustainability
“My work focuses on circular economy practices in the textile industry and on how sustainability can be communicated in an authentic and effective way. I am also interested in the social dimension of sustainability, exploring how people, communities, and working conditions can be meaningfully integrated into sustainable approaches and business practices.”
Tania Kaya
- Customer Centrictiy & Customer Focus
- Social Commerce
- Overconsumption
“As a marketer, I take a consistently customer-centric approach: understanding needs and developing solutions that create genuine value. I am particularly interested in emerging topics such as social commerce and the question of how marketing can address overconsumption in a responsible way. In addition, I lead the IMM Junior Analysts program, providing young talents with practical, hands-on opportunities to gain experience in marketing research and consulting.”