Prof. Dr. Florian Bauer

Honorary Professor at TUM since 2018




Professor Bauer studied psychology and economics at TU Darmstadt, the Massachusetts Institute of Technology (MIT) and Harvard University before going on to complete his doctorate at TU Darmstadt. In 1999, after having spent four years working as a strategy consultant for Booz Allen Hamilton, he joined together with two partners to found the consulting firm Vocatus AG, which now operates on an international level. Bauer is a sought-after expert on the topics of pricing psychology and behavioral pricing, and has authored numerous articles and books on pricing strategy and pricing research. He has now been at TUM for four years, where he holds seminars, supervises degree theses, and, together with the university, explores how predictably irrational decision behaviour can be understood and how pricing strategies can be optimised on this basis.


  • Managing Director of Vocatus Diagnostics GmbH (2016 - present)
  • Founder and Member of the Executive Board of Vocatus AG (1999 - present)
  • Management Board member of the Association of German Market and Social Researchers (Berufsverband Deutscher Markt- und Sozialforscher e.V.) (2012 - 2014)
  • Strategy Consultant at Booz Allen Hamilton (1996 - 2000)


  • ESOMAR „Research Effectiveness Award“ (2013, 2012)
  • ESOMAR „Best Methodological Paper Award” (2010)