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Prof. Dr. Jella Pfeiffer

Group: Electronic Markets & User Behavior

Professur für Betriebswirtschaftslehre insbesondere Digitalisierung, E-Business und Operations Management

Prof. Dr. Jella Pfeiffer
Licher Straße 
35394 Gießen


Research Interests and Methods

Consumer Decision Support Systems

  • Interactive Decision Aids and Interactive Information Management Tools
  • Consumer Decision Support Systems
  • Search Engine Optimization
  • Crowdfunding
  • Virtuelles Shopping im CAVE und mit Head-Mounted-Displays


User Assistance Systems:

  • Attentive mobile assistance systems at the point of-sale
  • Recommender Systems
  • Intelligent invocation



  • Lab and field experiments
  • Virtual reality as experimental environment
  • Neuro-IS:
  • Eye-tracking
  • Life-biofeedback



  • genetic algorithms and other meta-heuristics
  • User preferences in multi-criteria optimization

Lectures and Seminars

WS 2016/2017

  • Seminar Participation and Collaborative Services
  • Platform Economy (with F. Glaser, T.Teubner, T. Straub)
  • Experimentelle Wirtschaftsforschung
  • Decision Support Systems (at TU Darmstadt)
  • Seminar User Assistance Systems (at University Mainz)

WS 2016/2017

  • Experimentelle Wirtschaftsforschung (mit T. Teubner und V. Dorner)
  • Seminar eCommerce & Human-Computer Interaction

SS 2015

  • Seminar eCommerce & Human-Computer Interaction

WS 2014/15

  • Experimental Economics (with T. Teubner and V. Dorner)

Curriculum Vitae

01.09.2014 - 31.07.2015
und seit 15.09.2016

Leiterin der Forschungsgruppe Digital Experience & Participation (bis 03/2017 Leiterin der Forschungsgruppe Electronic Markets & User Behavior) am IISM

01.02.2016 - 14.09.2016

Mutterschutz und Elternzeit
01.2016 Habilitation zum Thema "Consumer Decision Support Systems – A Human-computer Interaction Perspective" und Erteilung der Venia Legendi im Fachgebiet Betriebswirtschaftslehre, Johannes Gutenberg-Universität Mainz
01.08.2015 – 31.01.2016 Invited Professor at the École des Hautes Études Commerciales de l'Université de Lausanne (HEC), Information Systems, Switzerland
01.09.2014 - 04.07.2018 Manager KD2Lab
12.2006 - 08.2014 Research assistant at the chair of Prof. Rothlauf, Johannes Gutenberg-Universität Mainz
05.2011 - 08.2011 Visiting Researcher at Sauder School of Business, University of British Columbia (UBC, Prof. Izak Benbasat)
02.2011 - 04.2011 Visiting Researcher at Université Lausanne (HEC, Prof. Ulrich Hoffrage)
09.2008 - 01.2009 Visiting Fellow at Harvard (Cambridge, USA)
11.2007 - 06.2008 Contractor for consultant company Icosystem (Cambridge, USA)
01.2007 - 01.2011 PhD at the Johannes Gutenberg-University Mainz: "Interactive Decision Aids in E-commerce"
08.2004 - 05.2005 Studies in computer science as non-degree graduate student at the University of Waterloo (Canada)
09.2001 - 11.2006 Studies in computer science and business administration (Diplom, equiv. to Master) at the University of Mannheim: The Winner Determination Problem in multi-unit Combinatorial Auctions and the multi-dimensional Knapsack Problem – An Analysis of Optimization Methods

Awards & Scholarships

  • Price for the excellent dissertation 2012 from the "Freunde der Universität Mainz"
  • Business Technology Award 2010: Award sponsored by McKinsey for the best practice-oriented research project (jury: professors, CIOs, consultants)
  • Member in the Gutenberg Akademie (Mai 2010 - Mai 2011): Academy consisting of the best 25 PhD students and 25 excellent professors from the Johannes Gutenberg-University Mainz
  • Price for indivdiual coaching for skilled, young scientists from the Johannes-Gutenberg University Mainz
  • PhD Scholarship of the "Studienstiftung des deutschen Volkes" (German National Merit Foundation) (11/2007 - 12/2009)
  • Award of the Prechel Foundation of the University of Mannheim: Best graduate (Master) of the year in "computer science and business administration (2007)
  • Scholarship of the "Studienstiftung des deutschen Volkes" (German National Merit Foundation) (03/2004-17/2006)
  • Scholarship of e-fellows (since 2003)
  • Best graduate (Bachelor) of the year in "computer science and business administration (2003)

Forthcoming Publications

Seeger, A.-M.; Pfeiffer, J.; Heinzl, A. (2018).(forthcoming)

Designing Anthropomorphic Conversational Agents: Development and Empirical Evaluation of a Design Framework. In Proceedings of the International Conference on Information Systems (ICIS 2018).


Book Chapters
  1. Towards Attentive In-Store Recommender Systems: Detecting Exploratory vs. Goal-oriented Decisions.
    Pfeiffer, J.; Pfeiffer, T.; Meißner, M.
    2015. Reshaping Society through Analytics, Collaboration and Decision Support. Role of Business Intelligence and Social Media. Ed.: L. Iyer, 161–173, Springer, Berlin. doi:10.1007/978-3-319-11575-7
  2. Inferring Decision Strategies from Clickstreams in Decision Support Systems: A New Process-Tracing Approach Using State Machines.
    Pfeiffer, J.; Probst, M.; Steitz, W.; Rothlauf, F.
    2011. Theory-guided modeling and empiricism in information systems research. Ed.: A. Heinzl, 145–173, Physica-Verlag, Heidelberg. doi:10.1007/978-3-7908-2781-1_8
  3. Interaktive Entscheidungshilfen.
    Pfeiffer, J.
    2010. Vertriebsinformationssysteme : Standardisierung, Individualisierung, Hybridisierung und Internetisierung. Hrsg.: J. Becker, 105–123, Springer, Berlin
Journal Articles
  1. Shopping in Virtual Reality Stores: The Influence of Immersion on System Adoption.
    Peukert, C.; Pfeiffer, J.; Meißner, M.; Pfeiffer, T.; Weinhardt, C.
    2019. Journal of management information systems, 36 (3), 755–788. doi:10.1080/07421222.2019.1628889
  2. Interaktion mit smarten Systemen : Aktueller Stand und zukünftige Entwicklungen im Bereich der Nutzerassistenz.
    Morana, S.; Friemel, C.; Gnewuch, U.; Maedche, A.; Pfeiffer, J.
    2017. Wirtschaftsinformatik & Management, 9 (5), 42–51. doi:10.1007/s35764-017-0101-7
  3. Combining virtual reality and mobile eye tracking to provide a naturalistic experimental environment for shopper research.
    Meißner, M.; Pfeiffer, J.; Pfeiffer, T.; Oppewal, H.
    2017. Journal of business research, 100, 445–458. doi:10.1016/j.jbusres.2017.09.028
  4. Brownie: A Platform for Conducting NeuroIS Experiments.
    Hariharan, A.; Adam, M. T. P.; Dorner, V.; Lux, E.; Mueller, M. B.; Pfeiffer, J.; Weinhardt, C.
    2017. Journal of the Association for Information Systems, 18 (4), 264–296
  5. Using PageRank for non-personalized default rankings in dynamic markets.
    Scholz, M.; Pfeiffer, J.; Rothlauf, F.
    2017. European journal of operational research, 260 (1), 388–401. doi:10.1016/j.ejor.2016.12.022
  6. An Optimized Design of Choice Experiments: A New Approach for Studying Decision Behavior in Choice Task Experiments.
    Pfeiffer, J.; Duzevik, D.; Rothlauf, F.; Bonabeau, E.; Yamamoto, K.
    2015. Journal of behavioral decision making, 28 (3), 262–280. doi:10.1002/bdm.1847
  7. On the Influence of Context-based Complexity on Information Search Patterns: An Individual Perspective.
    Pfeiffer, J.; Meißner, M.; Brandstätter, E.; Riedl, R.; Decker, R.; Rothlauf, F.
    2014. Journal of Neuroscience, Psychology and Economics, 7 (2), 103–124. doi:10.1037/npe0000021
  8. A Low-Effort Recommendation System with High Accuracy: A New Approach with Ranked Pareto-Fronts.
    Pfeiffer, J.; Scholz, M.
    2013. Business and Information Systems Engineering, 5 (6), 397–408. doi:10.1007/s12599-013-0295-z
  9. Helping Online Shoppers.
    Pfeiffer, J.
    2012. McKinsey On Business Technology, 26, 41
  10. Inferring Decision Strategies from Clickstreams in Decision Support Systems: A New Process-Tracing Approach Using State Machines.
    Pfeiffer, J.; Probst, M.; Steitz, W.; Rothlauf, F.
    2012. Zeitschrift für Betriebswirtschaft : Journal of Business Economics, 82 (4), 25–46
  11. Ein empirischer Vergleich der Prozessaufzeichnungsmethoden: Mouselab und Eyetracking bei Praeferenzmessungen mittels Choice-based Conjoint Analyse.
    Meißner, M.; Decker, R.; Pfeiffer, J.
    2010. Marketing : Zeitschrift für Forschung und Praxis (ZFP), 32 (3), 133–143
Conference Papers
  1. Intelligent Invocation: Towards Designing Context-Aware User Assistance Systems Based on Real-Time Eye Tracking Data Analysis.
    Peukert, C.; Lechner, J.; Pfeiffer, J.; Weinhardt, C.
    2020. Information Systems and Neuroscience: NeuroIS Retreat 2019. Ed.: F. Davis, 73–82, Springer, Cham. doi:10.1007/978-3-030-28144-1_8
  2. Take Part Prototype: Creating New Ways of Participation Through Augmented and Virtual Reality [in press].
    Fegert, J.; Pfeiffer, J.; Golubyeva, A.; Pfeiffer-Leßmann, N.; Hariharan, A.; Renner, P.; Pfeiffer, T.; Hefke, M.; Straub, T.; Weinhardt, C.
    2019. 29th Workshop an Information Technologies and Systems (WITS), Munich Germany, December 18-20 2019. Ed.: Y. Lu
  3. Acceptance of Imagined Versus Experienced Virtual Reality Shopping Environments: Insights from Two Experiments.
    Peukert, C.; Pfeiffer, J.; Meißner, M.; Pfeiffer, T.; Weinhardt, C.
    2019. Proceedings of the 27th European Conference on Information Systems (ECIS 2019): Research Papers, Paper 153, AIS eLibrary
  4. Designing anthropomorphic conversational agents: Development and empirical evaluation of a design framework.
    Seeger, A.-M.; Pfeiffer, J.; Heinzl, A.
    2018. 39th International Conference on Information Systems, ICIS 2018: Proceedings, Association for Information Systems
  5. Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions : An Experiment in a Virtual Supermarket.
    Pfeiffer, J.; Pfeiffer, T.; Greif-Winzrieth, A.; Meißner, M.; Renner, P.; Weinhardt, C.
    2017. AC 2017 : Augmented Cognition : Neurocognition and Machine Learning : 11th International Conference, Held as Part of HCI International 2017, Part I, Vancouver, Canada, 9th - 14th July 2017, 219–235, Springer, Cham. doi:10.1007/978-3-319-58628-1_18
  6. On the Role of Users’ Cognitive-Affective States for User Assistance Invocation.
    Friemel, C.; Morana, S.; Pfeiffer, J.; Maedche, A.
    2017. Ed.: F. Davis Information Systems and Neuroscience. Gmunden Retreat on NeuroIS 2017. Ed.: F. Davis, 37–46, Springer, Cham. doi:10.1007/978-3-319-67431-5_5
  7. The Influence of Social Curiosity on the Observing Behavior of Users on Social Network Sites.
    Ernst, C.-P. H.; Pfeiffer, J.; Rothlauf, F.
    2015. Proceedings of the 21st Americas Conference on Information Systems (AMCIS 2015), Puerto Rico, August 13-15 2015, 118635
  8. Privacy Protecting Behaior in Social Network Sites (Research in Progress).
    Ernst, C.-P. H.; Pfeiffer, J.; Rothlauf, F.
    2015. Proceedings of the 21st Americas Conference on Information Systems (AMCIS 2015), Puerto Rico, August 13-15 2015
  9. Using Live Biofeedback for Decision Support: Investigating Influences of Emotion Regulation in Financial Decision Making.
    Lux, E.; Adam, M. T. P.; Hawlitschek, F.; Pfeiffer, J.
    2015. 23rd European Conference on Information Systems (ECIS), Münster, Germany, 26-29.05.2015, 1–12, AIS Electronic Library
  10. Classification of Goal-Directed Search and Exploratory Search Using Mobile Eye-Tracking.
    Pfeiffer, J.; Meißner, M.; Prosiegel, J.; Pfeiffer, T.
    2015. Building a Better World through Information Systems. 35th International Conference on Information Systems (ICIS), Auckland, New Zealand, December 14-17, 2014. Vol. 6, 4442–4455, Curran, Red Hook (NY)
  11. Minimally Restrictive Decision Support Systems.
    Pfeiffer, J.; Benbasat, I.; Rothlauf, F.
    2015. Building a Better World through Information Systems. 35th International Conference on Information Systems (ICIS), Auckland, New Zealand, December 14-17, 2014. Vol. 3, 1713–1727, Curran, Red Hook (NY)
  12. Conversion Centered Personalization - a Data-Driven Approach to Service Design.
    Ducar, D.; Pfeiffer, J.
    2015. Proceedings of the First Karlsruhe Service Summit Workshop - Advances in Service Research, Karlsruhe, Germany, February 2015. Ed.: R. Görlitz, 131–136, KIT Scientific Publishing, Karlsruhe
  13. Important Product Features of Mobile Decision Support Systems for In-Store Purchase Decisions: A User-Perspective Taking into Account Different Purchase Situations.
    Huschens, M.; Pfeiffer, J.; Pfeiffer, T.
    2014. Multikonferenz Wirtschaftsinformatik (MKWI), Paderborn, Germany, 26.-28. Februar 2014. Ed.: D. Kundisch, 1847–1859, Universität Paderborn, Paderborn
  14. Identifying Goal-oriented and Explorative Information Search Patterns.
    Pfeiffer, J.; Prosiegel, J.; Meißner, M.; Pfeiffer, T.
    2014. Gmunden Retreat on NeuroIS 2014, Gmunden, Austria, 05.-07.06.2014. Ed.: F. Davis, 23–25
  15. Integrating Keyword Advertising and Dynamic Pricing for an online market place.
    Goertz, T.; Pfeiffer, J.; Schmidt, H.; Rothlauf, F.
    2014. Operations Research Proceedings 2013 : Selected Papers of the International Conference on Operations Research, OR2013, September 3-6, 2013. Ed.: D. Huisman, 145–151, Springer, Berlin. doi:10.1007/978-3-319-07001-8_20
  16. Mobile eyetracking for decision analysis at the point-of-sale: Requirements from the perspectives of marketing research and human-computer-interaction.
    Meißner, M.; Pfeiffer, J.; Pfeiffer, T.
    2013. Proceedings of the First International Workshop on Solutions for Automatic Gaze-Data Analysis 2013 (SAGA 2013). Bielefeld, Germany. 24.-25. Oktober 2013. Ed.: T. Pfeiffer, 10–13, Universtiät Bielefeld, Bielefeld. doi:10.2390/biecoll-saga2013_3
  17. Mobile Recommendation Agents Making Online Use of Visual Attention Information at the Point of Sale.
    Pfeiffer, T.; Pfeiffer, J.; Meißner, M.
    2013. Proceedings of the Gmunden Retreat on NeuroIS 2013, Gmunden, Austria, 01.06 – 04-06.2013. Ed.: F. Davis, 3
  18. The Influence of Perceived Belonging on Social Network Site Adoption.
    Ernst, C.-P. H.; Pfeiffer, J.; Rothlauf, F.
    2013. Proceedings of the Nineteenth Americas Conference on Information Systems, AMCIS 2013, Chicago, Illinois, USA, 15.-17.08.2013. Ed.: Y. Hwang, 1–10, Association for Information Systems, Atlanta
  19. Social influence in recommendation agents: Creating synergies between multiple recommendation sources for online purchases.
    Pfeiffer, J.; Benbasat, I.
    2012. ECIS 2012 - Proceedings of the 20th European Conference on Information Systems, Barcelona; Spain; 10 June 2012 through 13 June 2012, 99, Association for Information Systems, Atlanta
  20. A Theory-Based Approach for a Modular System of Interactive Decision Aids.
    Pfeiffer, J.; Vogel, F.; Stumpf, S.; Kiltz, C.
    2010. Proceedings of the Sixteenth Americas Conference on Information Systems (AMCIS 2010 ), Lima, Peru, August 12-15, 2010
  21. A genetic algorithm for analyzing choice behavior with mixed decision strategies.
    Pfeiffer, J.; Duzevik, D.; Rothlauf, F.; Yamamoto, K.
    2009. Proceedings of the 11th Annual conference on Genetic and evolutionary computation. Ed.: F. rothlauf, 1585–1592, ACM, New York (NY). doi:10.1145/1569901.1570113
  22. On the Relationship between Interactive Decision Aids and Decision Strategies: A Theoretical Analysis.
    Pfeiffer, J.; Riedl, R.; Rothlauf, F.
    2009. Proceedings of the 9th International Conference on Business Informatics, Wien, 25.-27. Februar 2009. Ed.: H.R. Hansen, 161–176
  23. Reference Point Based Multi-Objective Algorithms for Group Decisions.
    Pfeiffer, J.; Golle, U.; Rothlauf, F.
    2008. Proceedings of the 10th annual conference on Genetic and evolutionary computation : GECCO ’08, Atlanta, GA, USA, July 12 - 16, 2008, 697–704, ACM, New York (NY). doi:10.1145/1389095.1389231
  24. Greedy Heuristics and Weight-Coded EAs for Multidimensional Knapsack Problems and Multi-Unit Combinatorial Auctions.
    Pfeiffer, J.; Rothlauf, F.
    2008. Operations research proceedings 2007 : selected papers of the annual international conference of the German Operations Research Society (GOR), Saarbrücken, September 5 - 7, 2007. Ed.: J. Kalcsics, 153–158, Springer, Berlin. doi:10.1007/978-3-540-77903-2_24
  25. Classification of Human Decision Behavior: Finding Modular Decision Rules with Genetic Algorithms.
    Rothlauf, F.; Schunk, D.; Pfeiffer, J.
    2005. GECCO 2005 : genetic and evolutionary computation conference, June 25 - 29, 2005 (Saturday - Wednesday), Washington, DC, USA. Teil 2. Ed.: H.-G. Beyer, 2021–2028, ACM, New York (NY). doi:10.1145/1068009.1068346
  1. Designing Neuro-aware Invocation of User Assistance Systems.
    Friemel, C.; Morana, S.; Pfeiffer, J.; Maedche, A.
    2017. Designing Human-Computer Assistance Systems, Workshop at the International Conference on Wirtschaftsinformatik 2017, St. Gallen, Switzerland, 12.02.2017
  1. Next Generation Shopping: Investigating Consumer Behavior in Virtual Reality Supermarkets.
    Peukert, C.; Pfeiffer, J.; Meißner, M.; Pfeiffer, T.; Weinhardt, C.; Dieckmann, A.; Dietrich, H.
    2017. Eröffnungsfeier des Karlsruher Decision & Design Labs, Karlsruhe, 21.04.2017

Betreute Abschlussarbeiten

Design und Akzeptanz von virtuellen Einkaufsmärkten: Ein Vergleich von E-Shops, stationärem Einzelhandel und virtuellem Einkaufsmarkt
Status: abgeschlossen

Predicting Search Situations at the Point of Purchase in the Real World and the Virtual Reality Using Mobile Eye-Tracking Data
Status: abgeschlossen

Coping with Trade-Offs: An Empirical Study on Purchase Decisions in a Virtual Supermarket
Status: abgeschlossen