Short Profile

Anne Scherer

I am an Assistant Professor of Quantitative Marketing at the University of Zurich, Research Priority Program on Social Networks. My primary research interests are the psychological, behavioral and societal consequences of an increasing digitization, automation and dehumanization of consumer-company interactions. To address my research questions, I mainly rely on online experiments as well as secondary consumer data. My research has been published in the MIS Quarterly, the Journal of the Academy of Marketing Science, Computers in Human Behavior and the Journal of Business Research.

Prior to joining the University of Zurich, I have 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 I received my PhD with distinction.

Research focus: consumer behavior, psychology of technology; in particular: machine vs. social influence and algorithmic advice; perception vs. behavior in social media consumption; personalization vs. privacy and data as currency.

Methodological focus: laboratory and large-scale field experiments, quasi-experimental designs.

What are my thoughts on personal development and my career advice to students? Find out in the UZH Interview here (German only).

Fun fact: I am an avid hiker and world explorer. After submitting my dissertation, I travelled around the world, spending half a year scuba diving in the Red Sea, climbing 5200 stairs to Adam’s Peak in Sri Lanka, cooking with a local chef in Ho Chi Minh City, swimming with sharks and stingrays in French Polynesia, cycling around the Easter Island, and tubing down a river in the Amazon Basin in Bolivia. A very different, but rewarding learning experience!