Prof. Dr. Anne Scherer , Assistant Professor of Marketing

at the Chair of Marketing and Market Research and the URPP on Social Networks. In her research, Anne investigates the psychological and behavioral effects of new technologies. She is particularly interested in how an increasing digitization, automation and dehumanization transforms consumer behavior and consumers’ interactions with firms, and how new technologies should be designed to leverage their full potential. One project with a telematics provider, for example, finds that an increasing use of self-service channels can increase customer churn. Anne has published her research in the MIS Quarterly, the Journal of the Academy of Marketing Science and the Journal of Business Research. Anne’s area of expertise is reflected in her teaching, which focuses on marketing experiments and consumer behavior in the digital age. Prior to joining the University of Zurich, Anne has worked as a post-doctoral researcher at the Chair of Technology Marketing at the ETH Zurich and as a doctoral researcher at the Technische Universität München, where she received her PhD with distinction.