Maja Murr

Maja Murr is a master’s student in Business Administration at Humboldt University Berlin. Her thesis examines how price influences consumers’ substitution behavior between traditional animal-based products and plant-based alternatives, focusing on consumers’ consideration and choices of burger patties.   

Maja uses a choice-based conjoint analysis to analyze respondents’ behavior as they choose among animal-based, plant-based, and vegetarian burger patties under varying price conditions. Maja applies a hierarchical two-stage decision model that separates consideration from choice, inferring consideration sets probabilistically. The study aims to deepen the understanding of choice set formation and the underlying drivers of substitution patterns. By comparing hierarchical Bayesian modeling with the two-stage consideration set model, her work seeks to provide new insights into how price shapes consumer decision-making in evolving markets.