Reto Hofstetter is Associate Professor of Marketing Management at the Institute of Marketing and Communication Management of the University of Lugano, Switzerland.

Primary research focus

Reto Hofstetter’s research and teaching is related to price, new product, and digital marketing management.


In his research he empirically analyses consumers’ behavior and their judgements and decision making. Current research topics include crowdsourcing and online creativity, consumer engagement and incentivation, and consumer self-presentation and self-reports.

Exemplary paper

Shriver, S. K.; Nair, H. S.; Hofstetter, R.: Social ties and user-generated content: Evidence from an online social network, Management Science, 59 (6), 2013, 1425-1443.
The paper is available here.


Reto Hofstetter got his PhD in Marketing and an MSc and BSc in BA with a minor in Economics from the University of Bern, Switzerland. He also holds a BSc (Dipl. Ing. FH) in Computer Science. During his PhD and as a post-doc, he visited the University of Pennsylvania (Wharton) and Stanford University. At Lugano, he teaches classes in digital marketing management, marketing research, and price management.


Articles out of this research got published in journals like the Journal of Marketing Research, Management Science, or the Journal of Product Innovation Management.


Reto Hofstetter has received several awards for his research, including the Rigor & Relevance Award of the Swiss Academy of Marketing Science in 2014. At the EMAC 2014, he received two nominations for the overall best paper award based on a doctoral dissertation.


Reto Hofstetter serves as a reviewer for the disciplines top journals, including the Journal of Consumer Research and the Journal of Retailing.