Welcome to the Consumer Behavior Lab (CB-Lab) of the Università della Svizzera italiana (USI) located in Lugano, Switzerland. The CB-Lab is an open and structured environment at USI for both internal and external scholars, postdoctoral researchers, bachelor, master and doctoral students that organizes, promotes, and shares academic activities and evidence related to consumer behavior research focused on sustainability related behaviors. Activities of the lab include conducting research in sustinability-related behaviors, hosting a research seminar, managing research facilities, and mentoring students.


Lab Facilities

If you are an USI scholar you can use the CB-Lab facilities. Please click here for more information.



We host research seminars in consumer behavior. For dates and speakers click here.



Get an overview of behavior research projects and publications here.

Prof. Hofstetter moves to Uni Lucerne

The CB Lab is both proud and sad to report that the co-Director of the CB Lab,  Prof. Reto Hofstetter, has taken a position at University of Lucerne. He will join the faculty there as a Full Professor of Marketing.


He was the instigator of this lab and will be missed.

Congratulations to Reto!!

CB-Lab @ EMAC 2016

EMAC2016 header

Seven papers authored by CB-Lab members have been accepted for the 45th Annual Conference of the European Marketing Academy which will be held in Oslo (Norway).

Giacomelli, S., Mendini, M., and Miniero G., Cobranded Masstige.

Hofstetter, R., Schiestel, L.M., Rüppell, R., Herrmann, A., Should you really produce what consumers like online? Empirical evidence from an online innovation community

Mendini, M., Peter, P.C., and Gibbert, M., When the cause fits: taxonomic vs. thematic similarity in cause-related marketing

Miniero, G., Pizzetti, M., and Gibbert, M., Schadenfreude:  The sweet taste of being betrayed

Morhart, F. Hofstetter, R., Ramanathan, S., Sinful consumers, saintly brands: How decadently wasteful consumption makes luxury brands seem more precious

Pizzetti, M., Seele, P., and Gibbert, M., The gift that keeps on giving: Donations appreciation between givers and recipients

Schiestel, L.M., Hofstetter, R., and Vogt, D., Designed to exceed: How attribute presentation influences mental accounting in online product configurators
Nominated for overall best paper based on a doctoral thesis (Top 20 articles).

Roland Rüppell’s dissertation project “Please (Don’t) Think Carefully Before You Respond – When Encouraging Deliberation Harms Vs. Promotes Judgmental Accuracy” has been accepted for the doctoral colloquium.


CB-Lab Seminar Series

Dear all,

we updated the schedule of our CB-Lab seminar series. Please have a look. We are looking forward to welcoming you there.

Your CB-Lab Team