Draft:Florian Buehler

Florian Buehler is a consumer behavior researcher and senior lecturer at the Vorarlberg University of Applied Sciences. . His research examines how people perceive technology such as artificial intelligence. After his PhD in marketing at the Vrije Universiteit Amsterdam, Buehler spent 3 years in business at various companies in Germany. In 2024, he was named one of "50 Minds of Tomorrow".

Education and Professional Life
Florian Buehler's academic background includes a PhD in Consumer Behavior from Vrije Universiteit Amsterdam, as well as an MSc in Advanced International Business Management and Marketing from Newcastle University, an MSc in International Business and Management from the University of Groningen, and a BSc in economics and business administration from the University of Hohenheim. Before his career in academia, he completed an apprenticeship in banking at Landesbank Baden-Württemberg. After his PhD, he was Head of Business Analysis at Creditplus Bank (part of Credit Agricole group). Since 2022, Buehler is a senior lecturer in Business Administration and Research Methods at Vorarlberg University of Applied Sciences. Buehler also holds guest lecturer positions at various institutions like the University of Stuttgart and Hochschule Wismar. His expertise also extends to consultancy, where he advises businesses on marketing, consumer behavior, and AI applications.

Research and Contribution
His main research interests are in the area of consumer decision-making, and especially questions related to the psychology of artificial intelligence. His research has been published in different academic journals, as well as international academic conferences.

In addition to his contributions to academia, Buehler is active in the domain of knowledge transfer and science communication. Thereby, he is a frequent expert and interview partner at different media outlets. A focus of his work is on AI literacy and evidence-based business practices.

In 2024, he was named as one of the "50 Minds of Tomorrow", a yearly price awarded to persons under the age of 40 for their contributions to society. Buehler was nominated for his work on transferring scientific insights about behavioral science and technology to local businesses and society.

Selected Publications

 * Millet, K., Buehler, F., Du, G., & Kokkoris, M. D. (2023). Defending humankind: Anthropocentric bias in the appreciation of AI art. Computers in Human Behavior, 143, 107707.


 * Buehler, F. (2022). Studies on Consumer’s Self and Performance in the Age of Technology


 * Millet, K., & Buehler, F. (2018). A context dependent interpretation of inconsistencies in 2D: 4D findings: the moderating role of status relevance. Frontiers in behavioral neuroscience, 11, 254