...Charlotte Gaston‐Breton Purpose Because its actual impact is still rather blurred, the euro brings up many questions among managers as well as gives rise to much marketing research. This paper aims specifically to assess and measure the impact of the euro on the consumer decision process...

...Ville Aalto‐Setala Purpose Nominal prices are known to have a distinct impact on pricing, which is normally seen in the form of 9‐ending prices. This article aims to study the effect of nominal prices on pricing patterns using data from a real‐life experiment: the currency changeover to the euro...

...Gianluigi Guido; Alessandro Peluso This paper analyzes: the psychological effects that the introduction of the Euro in Italy has on consumers; and their perception of Euro odd prices, that is those prices that fall just below a round number. The aim is to provide some answers to an important...

...Mai Anttila The membership in the European Union (EU) affected price perceptions of citizens in many European countries at the beginning of 2002. How did the transition from the national currency to the Euro, the new single currency of EU, actually take place? Examines the confusion among Finnish...

...Pierre Desmet Early research work confirms that the use of the new European currency, the euro, could create an effect of money illusion: expressed in euros, perceived prices seem lower and price elasticity diminished. But it also concludes on the complexity of the relationship between prices...