Andreas Heim has joined the Chair of Business Administration and Psychology as a Research Associate and Doctoral Candidate. His research explores why we buy what we buy, and what really goes on in our heads when we do.

Where consumer behavior meets psychology

The exact focus of his PhD is still taking shape, but the direction is clear. Andreas is drawn to the intersection of consumer behavior and psychology. He wants to understand why people so often decide differently than expected, and which psychological factors shape the purchase decisions we make every day.

From Ingolstadt to the North Sea and back

Andreas grew up in the region and completed his Bachelor’s degree at Technische Hochschule Ingolstadt. For his Master’s in Business Psychology, he moved to the other end of the country, to Fachhochschule Westküste in Heide, right by the North Sea. He still misses it today. Since he did not study at WFI himself, the campus is still new to him, and he is enjoying getting to know it.

Experience from practice

Alongside his studies, Andreas worked at a wide range of companies, including Krones, Gebrüder Heinemann, TalentRocket and MediaMarktSaturn. From industry and retail to the startup scene, every step showed him how much of business comes down to understanding people. That is exactly what he now wants to explore through research.

First steps in teaching

This winter semester, Andreas is running the tutorial for Marketing Communications, his first time teaching in front of students. As the first in his family to go to university, it is a special moment for him, with a little stage fright and a lot of excitement.

When he is not at his desk, he is most likely planning his next road trip to the North Sea or playing a game of chess.

We are happy to welcome Andreas to the team. Students and colleagues are warmly invited to reach out to him.