Kristian Herger studied Economic Engineering (M. Sc.) at the KIT in Karlsruhe, Germany. After finishing his Bachelor’s Degree in Industrial Engineering in Magdeburg and Budapest, he decided to put his focus on Marketing and Behavioral Pricing.
In his Master’s Thesis Kristian was using the CBC and HB-Packages of Sawtooth’s Lighthouse Study to conduct a representative study about how consumers are perceiving price complexity induced by Dynamic Energy Tariffs. The immense capabilities of Lighthouse Studio were needed to collect the conjoint data of 977 participants in order to find out, which price components of Dynamic Energy Tariffs are having a significant effect on perceived price complexity.
The study shows that perceived price complexity of a multidimensional price with a larger number of price components is significantly higher compared to a low number of price components. Furthermore, that relative discounts (%) are having a stronger effect on perceived price complexity than absolut discounts. The moderating effect of the behavioral construct Need for Cognition (NFC) on perceived price complexity was not significant.
With the end of his studies Kristian will travel with the Transsiberian Railway from Moscow to Beijing and afterwards start to work at an Incubator for Startups based in Berlin.