Jana Büchel

Jana is a 23-year-old German Student at the Rotterdam School of Management in the Netherlands. She is currently finishing her Master’s degree in Marketing Management. The topic of her Master Thesis is the influence of emotions on the willingness-to-pay for organic meat.

For the empiric part of the research, she chose a Choice-Based Conjoint Analysis to indirectly capture the behavior of the test subjects after they were primed with a positive or a negative emotion. The objective of this exploratory study was to identify if emotions increase the willingness-to-pay for the organic product compared to a neutrally primed control group since the influence of affective drivers of organic food has been mostly neglected in literature so far.

The results show a weak effect of the emotions on the willingness-to-pay, only when the sample is segmented into high and low product involvement groups (respondents who regularly purchase the product and respondents who don’t), significant effects were captured. Positive emotion decreased the willingness-to-pay while negative emotion increased it. Future research with a more controlled priming and a more representable sample is needed to filter out additional noise in the data.

Jana is a member of a student consultancy association (Via e. V. in Dortmund), loves doing Brazilian Jiu Jitsu and will be graduating in September 2017.