Learning Unit Prices in a New Currency

The transition from domestic currencies to the euro in European countries force citizens to adapt by re-learning prices. Field studies indicate that this process may be slow. The results of 3 laboratory experiments with 104 undergraduates suggest that the reason for slow re-learning process is prices vary for the same product. Thus, learning prices of durations of cellular phone calls is inaccurate when unit prices vary with time of day. Furthermore, learning is negatively affected when connection fees are added to the prices. This may cause participants to overestimate the unit price.


Asgeir Juliusson, Amelie Gamble, and Tommy Garling (2005) ,"Learning Unit Prices in a New Currency", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research.


Asgeir Juliusson, Researcher
Amelie Gamble, PhD Studen
Tommy Garling, Professor


E - European Advances in Consumer Research Volume 7 | 2005

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