Isabella Mueller

Isabella is currently completing her B.Sc. in International Management at the International School of Management (ISM) in Frankfurt am Main, Germany. At the moment, she is working on her bachelor thesis.

Her research will focus on multi-currency pricing and its effect on the customer’s price perception as well as purchase decision. The focus of the research will be multi-currency price tags used in the textile and clothing industry, especially by brands like Zara, H&M, etc.

Isabella is using CBC to confront potential buyers with several options of a specific piece of clothing, containing information about the price in multiple currencies. From the customer’s selection she is hoping to find out, how both low- and high-denomination currencies listed on the price tag affect the price perception and purchase decision compared to a single-currency tag.