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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/75953
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/75953

    Title: The face value of foreign currency on consumer price perception—The moderating effect of product substitution
    Authors: 林穎青;Fang, Shiuan-Huei
    Lin, Ying-Ching;Fang, Shiuan-Huei
    Contributors: 廣告系
    Keywords: Face value effect;Currency numerosity effect;Price perception;Foreign currency
    Date: 2013
    Issue Date: 2015-06-18 15:13:37 (UTC+8)
    Abstract: Consumers shopping in a foreign environment evaluate prices based on the relationship between the local currency's face value and their home currency. The face value effect suggests that when a foreign currency is a multiple of domestic currency (HDCs), consumers overestimate the actual value. In contrast, when their domestic currency (LDCs) is a fraction of the foreign currency, consumers underestimate the actual value. Three experiments examine a premium product's moderating effect on foreign currency face values. Results show the foreign currency's face value biases consumer price perception. Testing the face value effect, product substitution serves as an important moderator. The findings suggest implications for regional pricing, Internet pricing, and international tourism pricing.
    Relation: Journal of Business Research,66(6), 745-751
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1016/j.jbusres.2011.09.013
    DOI: 10.1016/j.jbusres.2011.09.013
    Appears in Collections:[廣告學系] 期刊論文

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