Emelie Ullrich

Emelie Ullrich is a master's student of Business Administration at Humboldt University of Berlin, Germany. She is currently writing her master's thesis at the Chair of Marketing, focusing on consumer behavior and price perception. 

Her research explores the left digit bias, the tendency to perceive prices like €5.99 as much cheaper than €6.00. While this effect is well known, Emelie's study aims to uncover individual differences in how strongly consumers are influenced by it. Using a choice based conjoint (CBC) analysis, she creates realistic shopping scenarios that vary by brand, price, and product features. The design includes both low and high price segments to reflect real world decision making. In addition to the conjoint tasks, she collects data on age, income, and prior brand experience. Her goal is to understand how personal characteristics shape price perception and to provide insights for more targeted marketing strategies.