Reto Hofstetter

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About

Reto Hofstetter is a leading scholar at the intersection of consumer behavior, technology, and algorithmic decision-making. His research explores how consumers perceive and interact with artificial intelligence, particularly when algorithms replace human roles in everyday products and services. His most-cited work, "Unveiling the Mind of the Machine" (2023), with over 50 citations, investigates the psychological responses consumers have toward algorithm-controlled products—such as robotic vacuums—revealing critical insights into trust, transparency, and the perceived "mind" of machines. This work has shaped emerging discussions on human-AI interaction in marketing and consumer psychology. Beyond this, Hofstetter’s broader contributions examine how digital transformations alter consumer choice and firm strategy. His research is widely cited by scholars in marketing, human-computer interaction, and behavioral economics, reflecting its interdisciplinary impact. Hofstetter’s work not only advances theoretical understanding but also offers practical guidance for firms designing AI-driven consumer experiences. His findings are essential reading for students and researchers interested in the evolving relationship between people and intelligent machines.