Realising the Euro - Price Perception in the New Context of the Euro

16 Pages Posted: 20 Nov 2012

See all articles by Tarek Josef el Sehity

Tarek Josef el Sehity

Institute of Cognitive Sciences and Technologies; Institute of Psychology

Erich Kirchler

University of Vienna - Faculty of Psychology

Multiple version iconThere are 2 versions of this paper

Date Written: June 1, 2001


This paper studies the impact of the mental money conversion process on price perception in Austria (1 euro = 13.76 ATS) and France (1 euro = 6.56 francs). Money conversion has been implicated and investigated within the framework of 2 different reference price conceptions. In addition, the evolution of threshold prices from current currencies to the euro was examined. 450 subjects participated in the investigation. Participants were asked to name a number of products and services along with their current currency prices. Then they were asked to give euro prices for the same products. Overall, the results indicate that participants in both countries used a significantly higher exchange rate than the official one and therefore calculate generally lower euro prices. More specifically, the used exchange rates depended on certain price levels because of rounding effects toward odd-prices in euro. Furthermore, in both countries approximately one half of the elaborated price thresholds disappeared through the money conversion process.

Keywords: euro, price perception, reference price, threshold price

Suggested Citation

el Sehity, Tarek Josef and Kirchler, Erich, Realising the Euro - Price Perception in the New Context of the Euro (June 1, 2001). Available at SSRN: or

Tarek Josef El Sehity (Contact Author)

Institute of Cognitive Sciences and Technologies ( email )

Via San Martino della Battaglia 44
Roma, RM 00185


Institute of Psychology ( email )

Freudplatz 1
Vienna, 1020
+43 664 7394 9337 (Phone)
+43 1 798 40 98 20 (Fax)


Erich Kirchler

University of Vienna - Faculty of Psychology ( email )

Universitaetsstrasse 7
Vienna, A-1010
+43 1 42 7747332 (Phone)
+43 1 42 7747339 (Fax)


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