Maria is a PhD student at the chair of management accounting at the RWTH Aachen University. She is doing research on behavioral aspects and costs of electric mobility and thus her research interests include e-mobility psychology and total cost of ownership.
Maria is involved in a research project, which is funded by Ford, devoted to passenger car retail purchase. The objective of her study is to analyze factors with regard to costs and purchase-based incentives that influence the powertrain choice in the German market. Therefore, she uses Sawtooth Software’s CBC method to study the willingness-to-pay of battery electric vehicles. She plans on fielding the choice-based conjoint analysis via the marketplace (self-service) administered by Clickworker.