Marielle Sträter is a master student of Marketing at the University of Münster in Germany. Prior to her current studies, she obtained a Bachelor of Science in Business Administration with a specialization in marketing communication.
In her master thesis she will illuminate a possible explanation of inaccuracy in willingness to pay measurement with the Choice-Based Conjoint. The Choice Based Conjoint is challenged in recent literature because it lacks accuracy in measuring individuals’ hypothetical willingness to pay. This might lead to greater distances between hypothetical and actual WTP which is called hypothetical bias and demonstrated in different studies. Marielle will conduct a Choice Based Conjoint as well as an online auction and compare its results to make a statement about the hypothetical bias and its influencing factors.