BSC St.Gallen

behavioral science meets strategy

University of St. Gallen Spin Off

About BSC


BSC St.Gallen is an owner-managed consultancy with a scientific background. As a spin-off from the University of St.Gallen, its consulting approach focuses on access to scientific methods, evidence-based knowledge and the latest research findings on behavioral economics.


Our goal is the transfer of findings from behavioral science to corporate practice, in order to trigger measurable changes in relevant KPIs.

Our expertise in the utilisation of behavioral economics can help you to:

    • Make your customer communication more convincing and thus more effective.
    • Reduce your rate of returns without affecting sales.
    • Make your products and services more attractive.
    • Increase your profitability.


      We create customised concepts and evidence-based solutions, which we implement and test together with you.

      Our results speak for themselves.


      List of publications

      Journal paper (peer reviewed)

      • Tim Böttger, Thomas Rudolph, Heiner Evanschitzky, and Thilo Pfrang (2017). Customer Inspiration: Conceptualization, Scale Development, and Validation. Journal of Marketing, 81 (6), 116-131.
      • Pfrang, Thilo (2015). Retourensenkung im Online-Handel: Das Potenzial von Eigennutzen und sozialen Normen. In: Marketing Review St. Gallen, 32 (5), 78-89. ISSN 1865-6544
      • Rudolph, Thomas; Pfrang, Thilo (2014). Der Point of Sale als Inspirationsquelle: Kundeninspiration als Markenstrategie. In: Planung & Analyse: Zeitschrift für Marktforschung und Marketing, 22 (3), 28-31.
      • Silberer, Günter; Pfrang, Thilo (2013). History Advertising: Werbung mit der Unternehmensgeschichte - Wirkungspotential und Ergebnisse einer experimentellen Studie. In: Transfer - Werbeforschung und Praxis, 59 (3), 6-17.
      • Rudolph, Thomas; Böttger, Tim; Pfrang, Thilo (2012). Kundeninspiration als Chance für den Handel. In: Marketing Review St.Gallen, 29 (5), 8-15, DOI:10.1365/s11621-012-0158-x.
      • Silberer, Günter; Pfrang, Thilo (2011). Empfehlungsservices auf PKW-Websites – Eine aktuelle Bestandsaufnahme. In: Transfer Werbeforschung & Praxis, 57 (1), 44-52.

      Conference paper

      • Böttger, Tim; Rudolph, Thomas; Pfrang, Thilo & Evanschitzky, Heiner (2016). Customer Inspiration: Conceptualization, Scale Development, and Validation: SCP Annual Winter Conference 2016, 25.02.2016 - 27.02.2016, St. Pete Beach, FL.
      • Pfrang, Thilo; Rudolph, Thomas, & Emrich, Oliver. (2015). Reducing Opportunistic Product Returns: The Potential of Self- Benefits and Social Norms. Accepted for publication. EMAC European Marketing Academy (Brussels), 2015. – 44th Annual EMAC Conference. -Leuven. (nominated for best paper award)
      • Rudolph, Thomas; Böttger, Tim; Pfrang, Thilo; Evanschitzky, Heiner (2015). Customer Inspiration: Conceptualization, Scale Development, and Validation. AMA2015. - AMA 2015 Winter Marketing Educators' Conference. - San Antonio, TX, USA, S. 20.
      • Pfrang, Thilo; Rudolph, Thomas; Böttger, Tim (2014) Inspire to Delight: the Effects of Customer Inspiration on Consumers' Purchase Decisions. In: Paradigm Shifts & Interactions: EMAC European Marketing Academy (Brussels), 2014. - 43rd Annual EMAC Conference. -Valencia, S. 227. - ISBN 978-84-697-0220-8.
      • Böttger, Tim; Rudolph, Thomas; Pfrang, Thilo (2014). Inspirational communication - The mediating role of customer inspiration in attribute framing. In: Lost in Translation: Marketing in an Interconnected World. Brussels: EMAC European Marketing Academy, 2013. - 42nd Annual EMAC Conference 2013. - Istanbul.


      • Rudolph, Thomas; Pfrang, Thilo; Weber, Maximilian (2015). Konsumententrends im Schweizer Elektronikdetailhandel : Das Branchenprofil 2015/16. St.Gallen : Forschungszentrum für Handelsmanagement, 2015. - ISBN 978-3-906057-21-7.
      • Rudolph, Thomas; Emrich, Oliver; Kleinlercher, Kristina; Pfrang, Thilo (2015). Der Schweizer Online-Handel: Internetnutzung Schweiz 2015. St.Gallen: Forschungszentrum für Handelsmanagement der Universität St.Gallen, - ISBN 978-3-906057-15-6.
      • Rudolph, Thomas; Emrich, Oliver; Böttger, Tim; Essig, Elena; Metzler, Thomas; Pfrang, Thilo; Reisinger, Melanie (2013). Der Schweizer Online-Handel: Internetnutzung Schweiz 2013. St.Gallen: Forschungszentrum für Handelsmanagement, - ISBN 978-3-906057-05-7.

      Press article



      Dr. Thilo Pfrang
      BSC St. Gallen

      thilo.pfrang [at]