Andreas Heim is a Doctoral Candidate and Research Associate at the Chair of Business Administration and Psychology at the Catholic University of Eichstätt-Ingolstadt. His path into research began with a Bachelor’s degree in Business Administration at Technische Hochschule Ingolstadt, where he focused on marketing and entrepreneurship. He then moved to the other end of the country, to the North Sea coast, to study Business Psychology at Fachhochschule Westküste, before returning to Ingolstadt for his doctorate.

Alongside his studies, he worked at companies such as Krones, TalentRocket, Gebrüder Heinemann and MediaMarktSaturn. At the heart of these roles was always the same question: how can data help us better understand customers? This experience shapes his research today. He is interested in why people so often decide differently than classic economic models would predict. Drawing on consumer psychology and behavioral economics, he explores how biases and mental shortcuts shape the everyday decisions of consumers.

Academic Background

since 2026
Doctoral studies, Catholic University of Eichstätt-Ingolstadt

2023–2025
M.Sc. Business Psychology, Fachhochschule Westküste, Heide

2019–2023
B.A. Business Administration, Technische Hochschule Ingolstadt

Professional Experience

since 2026
Research Associate, Chair of Business Administration and Psychology, KU

2025–2026
Specialist Campaign Management, MediaMarktSaturn

2023–2025
Working Student Business Analyst (Pricing) and Master’s Thesis, Gebrüder Heinemann

2022–2023
Working Student Data & Insights, TalentRocket

2021–2022
Internship Product Management, Krones AG

2017–2018
Internship SEO Marketing, Zestron