Does the introduction of the Euro have an effect on subjective hypotheses about the price-quality relationship?
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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in: Journal of Consumer Behaviour, Jahrgang 5, Nr. 3, 17.06.2006, S. 204-210.
Publikation: Beiträge in Zeitschriften › Zeitschriftenaufsätze › Forschung › begutachtet
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TY - JOUR
T1 - Does the introduction of the Euro have an effect on subjective hypotheses about the price-quality relationship?
AU - Molz, Günter
AU - Gielnik, Michael
PY - 2006/6/17
Y1 - 2006/6/17
N2 - Product prices are often considered to be an indicator for quality. In our experiment we focussed on the question if consumers' hypotheses can be biased by exchanging the digits on price displays due to currency changes. We found that high numbers in a price expressed in terms of a currency with a relatively low value (German Mark) lead to a higher perceived quality level than an equivalent price expressed in terms of relatively high listed currency (Euro). Contrary to our expectations we could not prove that this effect is stronger for premium than for low‐budget products.
AB - Product prices are often considered to be an indicator for quality. In our experiment we focussed on the question if consumers' hypotheses can be biased by exchanging the digits on price displays due to currency changes. We found that high numbers in a price expressed in terms of a currency with a relatively low value (German Mark) lead to a higher perceived quality level than an equivalent price expressed in terms of relatively high listed currency (Euro). Contrary to our expectations we could not prove that this effect is stronger for premium than for low‐budget products.
KW - Business psychology
KW - Management studies
U2 - 10.1002/cb.172
DO - 10.1002/cb.172
M3 - Journal articles
VL - 5
SP - 204
EP - 210
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
SN - 1472-0817
IS - 3
ER -