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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: https://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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