Laura Zimmermann

Dr. Laura Zimmermann is an Assistant Professor in the area of Marketing at IE University. She earned a PhD in Management (Marketing) from the London School of Economics and Political Science, and received an BSc + MSc (Diplom) in Psychology from the University of Regensburg in Germany.

Dr. Zimmermann’s research investigates consumer behavior and interactions with technological innovation. She is interested in understanding what factors influence consumers’ decision-making processes and how to improve habitual behavior with a specific focus on wellbeing and the role of technology. For her research, she is using lab and field experiments as well as large-scale, cross-sectional surveys and RCTs.

She has obtained funding from the Spanish Ministry of Science and Innovation to investigate health maintenance decision making. She also obtained funding from Facebook Research, the Rustandy Center for Social Sector Innovation, the Polsky Centre for Innovation & Entrepreneurship, and the Chicago Booth Initiative on Global Markets to conduct a randomized controlled trial on the impact of technology usage among entrepreneurs in Kenya.

At IE, Dr. Zimmermann teaches courses on research methods and consumer behavior. She also designed and taught a workshop on Attention for High Performance. Previously, Dr. Zimmermann taught seminars at LSE and Peking University for Undergraduate, Masters and Executive students. Her teaching covers several business and behavioral science courses in Marketing, Consumer Behavior, Judgment and Decision Making, and Decision Analysis.