Reto Hofstetter

Reto Hofstetter is a Full Professor of Executive Education and Marketing at the University of St. Gallen, affiliated with the Institute of Marketing and Customer Insight (IMC-HSG). His research focuses on pricing strategies, preference measurement, ideation contests, and online marketing innovations. He explores cutting-edge topics such as NFT valuation, influencer marketing dynamics, e-mobility adoption, and the ethical implications of AI and augmented reality in consumer contexts.

Key research interests include understanding how digital technologies reshape consumer behavior, particularly in areas like social media trends, AR/VR applications, and generative AI’s impact on creativity. Hofstetter’s work bridges academic theory with practical marketing challenges, addressing issues such as contract design in influencer partnerships and the psychological effects of NFTs on crypto-communities.

His recent publications highlight trends in creator economy value chains, rural-urban disparities in e-mobility adoption, and the dehumanization risks posed by algorithms. He has contributed to debates on authenticity in social media content monetization and the clash between augmented reality and traditional brand essence.

Hofstetter’s research also extends to innovation management, including idea contest design and the constraints on collaborative creativity. His work underscores the importance of precise willingness-to-pay measurements and the strategic use of defaults in product configuration systems.