Sophie Hieke studied Business Administration at the Ludwig-Maximilian-University (LMU) in Munich, followed by a PhD at the Institute for Market-based Management (Munich School of Management, LMU), focusing on consumer behavior in the area of food, health and nutrition. Afterwards, she moved to Brussels to set up the consumer research department at the European Food Information Council (EUFIC). In her position as head of Consumer Science, she has collaborated on numerous EU research proposals and won multiple grants (e.g., Horizon 2020 framework, EIT Food program, CORNET projects etc.). Most notably, she was the principal coordinator of the FP7 project CLYMBOL (2012-2016) which was funded at 3 million EUR. Additionally, she has worked at the German Institute of Food Technology, was an associate editor at Public Health Nutrition (Impact Factor: 2.526) from 2015 to 2019, regularly reviews for and publishes in international scientific journals and is a key note speaker at many academic and/or industry-based events. At Munich Business School, she teaches behavioral marketing with a focus on consumer behavior. Her courses combine the latest insights from psychology, sociology and behavioral economics with a well-founded understanding of empirical research, in particular experiments, and are supplemented by numerous practice cases, examples and guest lectures, workshops and field trips.