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Michael Siegrist is a full professor of Consumer Behavior at ETH Zurich, having joined the faculty in 2004. He was born in 1965 in Vordemwald, Switzerland, and earned degrees in psychology, economics, and mass communication from the University of Zurich. Following his studies, Siegrist worked as a research assistant in the Psychology Department and completed his dissertation at the same university in 1994. His career includes significant positions such as Project Manager for the Swiss Milk Producers' Association and a visiting researcher role at Western Washington University from 1998 to 2000, funded by the Swiss National Science Foundation. He returned to the University of Zurich as a senior researcher, focusing on projects that examine lay people's risk perception. In 2001, he completed his Habilitation at the University of Zurich's Faculty of Arts. Siegrist's research interests center around risk perception, risk communication, acceptance of new technologies, and decision making under uncertainty, with a particular emphasis on food consumer behavior.
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