Chiara Pfeiffer

Chiara Pfeiffer is a PhD student and research associate at the Chair of Marketing and Consumer Behavior at the University of Goettingen. She studied tourism management and consumer relationship management, obtaining a B.A. degree from the University of Cooperative Education Breitenbrunn and an M.Sc. degree from the University of Technology Chemnitz. 

Her current research focuses on the overlap of marketing and psychology, by examining how the pain of payment – an affective reaction that is experienced due to an (awaited) decrease in financial resources – influences consumer behavior. As our payment processes are ever-changing, investigating what influences the perceived pain of payment has become a necessity to help consumers effectively manage their spending. The main idea to follow this branch of research came from her own experience with how she sometimes felt when spending money and wanting to know what psychological mechanism lay behind the phenomenon of girl math.