Do Consumers Learn New Currencies As They Learn New Languages? the Impact of Price Syntax and Synonyms on Learners’ Proficiency
Building upon foreign language learning theory, our experiments reveal the supremacy but not the superiority of conversion (translation) in accurately estimating and recalling foreign prices (learners’ proficiency). The mode of presentation of both exchange rates (words’ syntax) and foreign reference prices (synonyms) interfere on the effectiveness of the learning strategy.
Charlotte Gaston-Breton and David Luna (2016) ,"Do Consumers Learn New Currencies As They Learn New Languages? the Impact of Price Syntax and Synonyms on Learners’ Proficiency ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 449-449.
Charlotte Gaston-Breton, ESCP Europe, Spain
David Luna, Baruch College, USA
NA - Advances in Consumer Research Volume 44 | 2016
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