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 -