Desmet, Pierre - In: Journal of Product & Brand Management 11 (2002) 3, pp. 134-146
Early research work confirms that the use of the new European currency, the euro, could create an effect of money … equipment in two countries, one with a big conversion rate (Spain), and one with a small conversion rate (Germany). Observes a … money illusion effect with an increase in intention to buy when the prices are expressed in euros in Germany but, as this …