Mathias Streicher

Feature article written by Candice Marti – Updated (01/31/2024) -.

AMA’s RAPSIG would like to introduce our Vice President of Finance, Dr. Mathias Streicher, Assistant Professor at the University of Innsbruck!  

We are excited to have Dr. Mathias Streicher as our Vice President of Finance. Mathias was originally attracted to marketing because it is one of the few economic disciplines that looks at exchange activities from a very human perspective. He is captivated by the multifaceted nature of studying consumption and the endless array of angles from which it can be explored. For Mathias, the field of marketing offers the bonus of never getting bored!

Mathias’s research centers on consumer behavior, with a particular emphasis on the interplay between individuals and sensory aspects of retail environments. His research has been published in journals such as the Journal of Marketing, the Journal of Consumer Research, and the Journal of Consumer Psychology, among others.

From the beginning of his doctoral studies, Mathias was attracted to theories of grounded cognition that removed the divide between cognition from perception. He said, “When you are interested in consumer behavior, and you realize that cognition is largely rooted in perceptual principles, retail spaces are the perfect setting to study all sorts of consumption phenomena.” Mathias’s research sheds light on the significance of retailing contexts as fertile ground for investigating a myriad of consumption phenomena that shape everyday experiences.

Reflecting on the evolving landscape of retailing and pricing dynamics, Mathias observes the duality of retail spaces as functional arenas for product interaction and immersive theaters of physical experience. In an era characterized by the influence of technology on our lived realities, he believes academics have the opportunity to explore how retailers can use technological advancements to enrich, rather than diminish, our connection to the physical world.

Outside of academia, Mathias enjoys time with family and exploring the outdoors, whether it’s carving through powdery slopes or embarking on scenic hikes. His advice to junior scholars is to have aspirations rooted in a commitment to addressing real-world problems beyond the ivory tower.

His advice to junior scholars is: “Have aspirations rooted in a commitment to addressing real-world problems beyond the ivory tower”

Mathias can be reached at mathias.streicher@uibk.ac.at