Europoly Money: the Impact of Currency Framing on Tourists' Spending Decisions

Priya Raghubir, New York University, USA
Vicki Morwitz, New York University, USA
Shelle Santana, New York University, USA
The “Europoly Money” effect predicts an increase in spending in continental Europe due to the lower nominal prices in Euros relative to previous local currencies. Two experiments examine how sequential and simultaneous exposure to nominally different (but economically identical) prices influence price perceptions and purchases. Macroeconomic data support the results.
[ to cite ]:
Priya Raghubir, Vicki Morwitz, and Shelle Santana (2011) ,"Europoly Money: the Impact of Currency Framing on Tourists' Spending Decisions", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.