Department Consumer Behavior


Dr. Bettina Höchli

Senior teaching and research assistant

+41 31 684 66 24
Postal Address
University of Bern
Institute of Marketing and Management
Department Consumer Behavior
Engehaldenstrasse 4
3012 Bern

For a complete list of publications, please see Bettina's profiles on google scholar, ORCID, or ResearchGate.

Journal Article

Höchli, Bettina Rebekka; Dorn, Michael; Holenweger, Geraldine; Messner, Claude; Schuller, Simone; Rohrbach, Helene (2023). Improving Hand Hygiene Adherence in Small Animal Hospitals: A Social Marketing Approach. Social marketing quarterly, 29(3) Sage 10.1177/15245004231191567

Höchli, Bettina; Brügger, Adrian; Messner, Claude (2021). Exploring the influence of goals at different levels of abstraction on self-reported and electronically measured exercise frequency: an experimental field study. International Journal of Sport and Exercise Psychology, 20(2), pp. 474-496. Taylor & Francis 10.1080/1612197X.2021.1891000

Höchli, Bettina; Brügger, Adrian; Messner, Claude (2020). Making New Year's Resolutions that Stick: Exploring how Superordinate and Subordinate Goals Motivate Goal Pursuit. Applied Psychology: Health and Well-Being, 12(1), pp. 30-52. Wiley-Blackwell 10.1111/aphw.12172

Brügger, Adrian; Höchli, Bettina (2019). The role of attitude strength in behavioral spillover: Attitude matters—but not necessarily as a moderator. Frontiers in psychology, 10, p. 1018. Frontiers Research Foundation 10.3389/fpsyg.2019.01018

Höchli, Bettina; Brügger, Adrian; Abegglen, Roman; Messner, Claude (2019). Using a Goal Theoretical Perspective to Reduce Negative and Promote Positive Spillover After a Bike-to-Work Campaign. Frontiers in psychology, 10, p. 433. Frontiers Research Foundation 10.3389/fpsyg.2019.00433

Höchli, Bettina; Brügger, Adrian; Messner, Claude (2018). How Focusing on Superordinate Goals Motivates Broad, Long-Term Goal Pursuit: A Theoretical Perspective. Frontiers in psychology, 9 Frontiers Research Foundation 10.3389/fpsyg.2018.01879

Conference or Workshop Item

Höchli, Bettina; Messner, Claude Mathias (October 2020). RealExperienceInsight: A smartphone app to conduct survey and experimental research (Unpublished). In: Swiss Academy of Marketing Science Conference. Luzern. 16.10.2020.

Stöckli, Sabrina; Höchli, Bettina; Dorn, Michael Hans; Messner, Claude Mathias (21 June 2019). Improving Personality-Mining Algorithms Used for Psychological Targeting with a Psychometric Scale for Susceptibility to Social Influence (Unpublished). In: INFORMS Marketing Science Conference. Roma, Italy. 20.-22.06.2019.

Messner, Claude; Höchli, Bettina; Brügger, Adrian (March 2019). To Make New Year’s Resolutions Stick: Focusing on Subordiante as Well as Superordinate Goals (Unpublished). In: Annual Conference of the Society of Consumer Psychology. Savannah, Georgia. Feb. 28 - Mar. 2, 2019.

Höchli, Bettina; Messner, Claude; Brügger, Adrian (October 2018). Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign. Advances in consumer research, 46, p. 909. Association for Consumer Research

Messner, Claude; Höchli, Bettina; Brügger, Adrian (September 2018). Vorteile von übergeordneten Zielen (Unpublished). In: Kongress der Deutschen Gesellschaft für Psychologie. Frankfurt, Germany.

Höchli, Bettina; Brügger, Adrian (18 September 2017). Using goal theory to encourage positive spillover and prevent negative spillover (Unpublished). In: BPS Spillover Workshop. Cardiff, UK. 18.09.-19.09.2017.

Professional Experience
2019 - today Senior Research and Teaching Assistant, Department of Consumer Behavior, Institute for Marketing and Management, University of Bern
2018 - today Lecturer for Research and Development, Swiss Marketing Institute
2016 - today Independent mandates: consulting and workshop management in the areas of trend research and consumer behavior
2015 - 2019  PhD Student, Department for Consumer Behavior, Institute for Marketing and Management, University of Bern
2014 - 2017 Senior Researcher, GDI Gottlieb Duttweiler Institute
2012 - 2014 Management Trainee, Swiss Federal Railways SBB CFF FFS
2012 Teaching Assistant Game Theory, Institute of Economics, University of Bern
2010-2012 Deputy Managing Director, Umbrella Aossiciation of Swiss Youth Parliaments
Academic Degrees
2015 - 2019 PhD in Economics (Dr.rer.oec.), University of Bern
2010 - 2012 Master of Science in Economics, University of Bern
2009 - 2010 Exchange semester, Keio University, Toko, Japan
2007 - 2010 Bachelor of Science in Economics (Major) and Sociology (Minor), University of Bern