Professor of Digital Marketing

Dr. oec.

T +41 41 229 58 80

Frohburgstrasse 3, Room 4.B36


Professor Reto Hofstetter received a PhD, MA, and BA in business administration and economics from the University of Bern Switzerland, and also a BA in computer science from the University of Applied Sciences of Bern.

Professor Hofstetter is currently a Professor of Marketing at the Faculty of Economics and Management of the University of Lucerne. Before Lucerne, he was Associate Professor at the Università della Svizzera italiana (USI) and Assistant Professor at the University of St. Gallen. He visited the Wharton School and Stanford University as part of his research.

Professor Hofstetter’s current research focuses on digital consumer behavior, social media, influencer marketing, crowdsourcing, open innovation, digital self-presentation, -reporting and disclosure. His research has been published in top-tier academic journals, including the Journal of Marketing Research, Management Science, Journal of Business Ethics, International Journal of Research in Marketing, Journal of Product Innovation Management or the Proceedings of the National Academy of Sciences and has been featured by Forbes, Harvard Business Review, or National Geographic.

He teaches courses related to General Marketing, Digital Marketing, Pricing, Quantitative Marketing, Marketing Analytics and Data Science. His teaching was recently recognized by the Crédit Suisse Best Teaching Award.

Curriculum Vitae Reto Hofstetter (PDF)


Selected Publications

Hofstetter, R., Dahl, D., Aryobsei, S., Herrmann, A. (2020), Constraining Ideas: How Seeing Ideas of Others Can Harm or Help Creative Performances in Open Innovation, Journal of Marketing Research (Conditional Accept).

Seele, P., Dierksmeier, C., Hofstetter, R., & Schultz, M. D. (2019). Mapping the Ethicality of Algorithmic Pricing: A Review of Dynamic and Personalized Pricing. Journal of Business Ethics, 1-23. Link:

Hofstetter, R., Rueppell, R., John, L. K. (2017), Temporary sharing prompts unrestrained disclosures that leave lasting negative impressions, Proceedings of the National Academy of Sciences (PNAS), 114(45), 11902-11907. Link:

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

Miller, K.+ , Hofstetter, R.+ , Krohmer, H., Zhang, J. Z. (2011), How Should We Measure Consumers’ Willingness to Pay? An Empirical Comparison of State-of-the-Art Approaches, Journal of Marketing Research, 48(1), 172-184. (+ Equal contribution). Link:

Public Working Papers

Hofstetter, Reto, Gabriela Kunath, and Leslie K. John (2020),  From Sweetheart to Scapegoat: Brand Selfie-Taking Shapes Consumer Behavior, Harvard Business School Working Paper, No. 20-085, February 2020. Link:

Hofstetter, R., Nair, H., Misra, S. (2020), Can Open Innovation Survive? Imitation and Return on Originality in Crowdsourcing Creative Work. Stanford University Graduate School of Business Research Paper No. 18-11. Available at SSRN:


In the News

Bilanz Reden statt tippen
Neue Zürcher Zeitung Ämäson und Guugel losed jetzt mit
Forbes Beware The Lasting Impression Of A Snapchat Selfie Or Instagram Story
Harvard Business Review Rethinking Crowdsourcing
National Geographic Can you solve the plastics problem? New prize invites ideas.


Research Priorities

  • Digital Marketing
  • User-Generated Content
  • Digital Consumer Behavior
  • Sharing on Social Media
  • Influencer Marketing
  • Digital Marketing Ethics
  • Digital Self-Presentation, -reporting and -disclosure
  • Crowdsourcing
  • Open Innovation
  • Voice User Interfaces
  • Augmented/Virtual Reality
  • Marketing Research Methodologies
  • Survey/Marketing Research



Journal Article

Contribution in Conference Proceedings/Paper


  • Anita Bossard, administrative assistant
  • Melanie Clegg, research assistant
  • Stefanie Jans, student assistant
  • Gabriela Kunath, research assistant
  • Marek Gorny, postdoctoral researcher
  • David Finken, research assistant

Written works

If you are interested in writing a paper with Professor Reto Hofstetter, please contact Melanie Clegg (