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A brands profit from the psychological smaller price distance because of the euro

Wertenbroch, Soman and Chattopadhyay are concluding out of a recent research, around the symbolism of absolute numbers in the price perception, a striking conclusion. Because of the introduction of the Euro the perceived price difference between A brands and house brands decreased. Because of this psychological effect A brands could increase the real price difference unnoticed, and this had a positive effect on the market shares of the A brands in the Euro zone.

Wertenbroch, Soman en Chattopadhyay trekken in een recent onderzoek rondom de symboliek van absolute getallen in de prijsperceptie een opmerkelijke conclusie. Aangezien met de introductie van de Euro het waargenomen prijsverschil tussen A-merken en huismerken is afgenomen – en A-merken daardoor het reële prijsverschil onopgemerkt konden vergroten – heeft dit een sterk positief effect gehad op de marktaandelen van A-merken in de Euro-zone.

Bron : Wertenbroch, K., Soman, D., Chattopadhyay, A. (2007), On the perceived value of money: the reference dependence of currency numerosity effects. Journal of Consumer Research, vol. 34, no.1, p.1-10.

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