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  1. Prof. Dr. Peter Mathias Fischer Assistant Professor at the Institute of Marketing, University of St. Gallen, Switzerland

Peter Mathias Fischer is a lecturer at the University of St. Gallen. He teaches price management and market research in executive education. In his function as an assistant professor and project leader at the Institute of Marketing, he is responsible for numerous consultancy projects for well-known companies such as Loewe, Miele, Porsche, Sartorius, or Swiss International Airlines.

He studied Business Administration with Intercultural Qualification and majors in Marketing and Management Accounting at the University of Mannheim, Germany, and at the University of Florida, Gainesville, USA.

Peter completed his dissertation as a research assistant at the Institute of Marketing of the University of St. Gallen, Switzerland, as well as a visiting scholar at the University of Michigan, Ann Arbor, USA, and the Hong Kong University of Science and Technology, Hong Kong, China.

In his research, he focuses on managerial decision behaviour, price management, sales control, and country-of-origin research. Placing a strong emphasis on behavioural research, he is primarily interested in all kinds of experimental research.

Additional roles:

European Marketing Academy (EMAC): National Representative Switzerland and Member of the Executive Committee, www.emac.og, since 2015, honoraryAbsolventUM: Founder and Head of Regional Group Eastern Switzerland and Vorarlberg,, since 2008, honorarySound Leadership LLC, Co-Founder,, since 2015, for-profit

Select publications:

  • Fischer, P.M. & Zeugner-Roth, K. (2017). The Role of Product Ethnicity in Home Country Bias. Marketing Letters, 28(2), 189-204.
  • Fischer, P. M. & Chark, R. (2014). Why Did You Betray Me, My Friend? When Selling Extended Warranty Backfires. Advances in Consumer Research, 42.
  • Fischer, P. M. & Zeugner-Roth, K. (2014). Pride and Prejudice – Promotion or Prevention? Investigating the Role of Domestic Country Biases in Consumers’ Product Choices. Advances in Consumer Research, 42.