معرفی
Dr. Mathias Streicher is an Assistant Professor of Retail Management and Scientific Director of the Retail Lab at the University of Innsbruck's Faculty of Business and Management. His affiliation is with the Department of Strategic Management, Marketing and Tourism. He focuses on consumer behavior, shopper marketing, and sensory marketing, employing experimental field and lab designs to explore how physical interactions (e.g., touch, posture) and environmental cues influence purchasing decisions.
His research has been published in top journals like the Journal of Marketing, Journal of Consumer Research, and Journal of Consumer Psychology, earning multiple awards from the American Marketing Association. Notable studies include investigations into how shopping cart designs activate arm muscles to influence spending, and how visual attention patterns affect unplanned purchases.
Dr. Streicher collaborates with a team including Oliver Koll, Roland Schroll, and others. He has secured grants like the FFG Innovation Grant (€10.5k) and the Aktion D. Swarovski Research Grant (€2k). His work has been featured in Harvard Business Manager, The Daily Mail, and radio/TV programs such as ARD and ORF 2.
He teaches SE Retail Management II and leads the Retail Lab, emphasizing interdisciplinary approaches to decision-making research. Key societal contributions include advancing understanding of self-education for informed consumer decisions and optimizing retail environments through sensory interventions.
