Ordentlicher Professor für Marketing

Dr. oec.

T +41 41 229 58 80

Frohburgstrasse 3, Raum 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 faculty member at the Università della Svizzera italiana and served as 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, influencer marketing, voice user interfaces, crowdsourcing, sharing on social media, digital self-presentation, -reporting and disclosure. His research has been published in top-tier academic journals, including the Journal of Marketing Research, Management Science, or PNAS and has been featured by Forbes, Harvard Business Review, or National Geographic.

Curriculum Vitae Reto Hofstetter (Englisch, PDF)

Key Publications

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.

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.

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)

In the News

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.



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



Konferenzbeitrag in einem Konferenz-Band


  • Anita Bossard, administrative assistant
  • Melanie Clegg, research assistant
  • Stefanie Jans, student research associate
  • Gabriela Kunath, research assistant
  • Stephanie Blum, research assistant
  • Currently hiring, research assistant
  • Currently hiring, postdoctoral researcher

Schriftliche Arbeiten

Bei Interesse an einer schriftlichen Arbeit bei Prof. Dr. Reto Hofstetter, melden Sie sich bei Melanie Clegg (melanie.cleggremove-this.@remove-this.unilu.ch).