IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v66y2013i6p745-751.html
   My bibliography  Save this article

The face value of foreign currency on consumer price perception—The moderating effect of product substitution

Author

Listed:
  • Lin, Ying-Ching
  • Fang, Shiuan-Huei

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.

Suggested Citation

  • Lin, Ying-Ching & Fang, Shiuan-Huei, 2013. "The face value of foreign currency on consumer price perception—The moderating effect of product substitution," Journal of Business Research, Elsevier, vol. 66(6), pages 745-751.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:6:p:745-751
    DOI: 10.1016/j.jbusres.2011.09.013
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296311003225
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2011.09.013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Raghubir, Priya & Srivastava, Joydeep, 2002. "Effect of Face Value on Product Valuation in Foreign Currencies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 335-347, December.
    2. Amos Tversky & Daniel Kahneman, 1991. "Loss Aversion in Riskless Choice: A Reference-Dependent Model," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 106(4), pages 1039-1061.
    3. Eldar Shafir & Peter Diamond & Amos Tversky, 1997. "Money Illusion," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 112(2), pages 341-374.
    4. Briesch, Richard A, et al, 1997. "A Comparative Analysis of Reference Price Models," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(2), pages 202-214, September.
    5. Wendy Liu, 2008. "Focusing on Desirability: The Effect of Decision Interruption and Suspension on Preferences," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 640-652, August.
    6. Priya Raghubir & Joydeep Srivastava, 2009. "The Denomination Effect," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 701-713, December.
    7. Vaidyanathan, Rajiv & Aggarwal, Praveen, 2003. "Who is the fairest of them all? An attributional approach to price fairness perceptions," Journal of Business Research, Elsevier, vol. 56(6), pages 453-463, June.
    8. Hutchinson, J Wesley & Kamakura, Wagner A & Lynch, John G, Jr, 2000. "Unobserved Heterogeneity as an Alternative Explanation for "Reversal" Effects in Behavioral Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(3), pages 324-344, December.
    9. Klaus Wertenbroch & Dilip Soman & Amitava Chattopadhyay, 2007. "On the Perceived Value of Money: The Reference Dependence of Currency Numerosity Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 1-10, March.
    10. Martin, William C. & Ponder, Nicole & Lueg, Jason E., 2009. "Price fairness perceptions and customer loyalty in a retail context," Journal of Business Research, Elsevier, vol. 62(6), pages 588-593, June.
    11. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    12. Himanshu Mishra & Arul Mishra & Dhananjay Nayakankuppam, 2006. "Money: A Bias for the Whole," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 541-549, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Carlos Javier Ayala Regalado, 2014. "Percepción del valor del dinero y asignación de precios en un grupo de habitantes de la ciudad de Medellín," Escenarios: Empresas y Territorio, Institución Universitaria ESUMER, January.
    2. Coccia, Mario, 2016. "The relation between price setting in markets and asymmetries of systems of measurement of goods," The Journal of Economic Asymmetries, Elsevier, vol. 14(PB), pages 168-178.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Homburg, Christian & Totzek, Dirk & Krämer, Melanie, 2014. "How price complexity takes its toll: The neglected role of a simplicity bias and fairness in price evaluations," Journal of Business Research, Elsevier, vol. 67(6), pages 1114-1122.
    2. Li, Yi & Pandelaere, Mario, 2021. "The denomination–spending matching effect," Journal of Business Research, Elsevier, vol. 128(C), pages 338-349.
    3. Santana, Shelle & Thomas, Manoj & Morwitz, Vicki G., 2020. "The Role of Numbers in the Customer Journey," Journal of Retailing, Elsevier, vol. 96(1), pages 138-154.
    4. Li, Shaobo (Kevin) & Kokkoris, Michail D. & Savani, Krishna, 2020. "Does everyone have the potential to achieve their ideal body weight? Lay theories about body weight and support for price discrimination policies," Organizational Behavior and Human Decision Processes, Elsevier, vol. 157(C), pages 129-142.
    5. Nicole Koschate-Fischer & Katharina Wüllner, 2017. "New developments in behavioral pricing research," Journal of Business Economics, Springer, vol. 87(6), pages 809-875, August.
    6. repec:cup:judgdm:v:12:y:2017:i:6:p:527-536 is not listed on IDEAS
    7. Friesen, Mark, 2020. "A dynamic perspective on consumers’ price fairness perception: Empirical evidence from the airline industry," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 74(4), pages 403-425.
    8. Keller, Alisa & Vogelsang, Mila & Totzek, Dirk, 2022. "How displaying price discounts can mitigate negative customer reactions to dynamic pricing," Journal of Business Research, Elsevier, vol. 148(C), pages 277-291.
    9. Rashmi Adaval, 2013. "The utility of an information processing approach for behavioral price research," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 130-134, September.
    10. Vivian Dzokoto & Edwin Mensah & Maxwell Twum-Asante & Annabella Opare-Henaku, 2010. "Deceiving Our Minds: A Qualitative Exploration of the Money Illusion in Post-redenomination Ghana," Journal of Consumer Policy, Springer, vol. 33(4), pages 339-353, December.
    11. Tarnanidis, Theodore & Owusu-Frimpong, Nana & Nwankwo, Sonny & Omar, Maktoba, 2015. "Why we buy? Modeling consumer selection of referents," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 24-36.
    12. Sojin Jung & Hyeon Jeong Cho & Byoungho Ellie Jin, 2020. "Does effective cost transparency increase price fairness? An analysis of apparel brand strategies," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 495-507, September.
    13. Spiller, Stephen A. & Ariely, Dan, 2020. "How does the perceived value of a medium of exchange depend on its set of possible uses?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 161(C), pages 188-200.
    14. Richards, Timothy J. & Liaukonyte, Jura & Streletskaya, Nadia A., 2016. "Personalized pricing and price fairness," International Journal of Industrial Organization, Elsevier, vol. 44(C), pages 138-153.
    15. Sunaina Shrivastava & Gaurav Jain & Dhananjay Nayakankuppam & Gary J. Gaeth & Irwin P Levin, 2017. "Numerosity and allocation behavior: Insights using the dictator game," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(6), pages 527-536, November.
    16. Sojin Jung & Hyeon Jeong Cho & Byoungho Ellie Jin, 0. "Does effective cost transparency increase price fairness? An analysis of apparel brand strategies," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-13.
    17. Richards, Timothy & Liaukonyte, Jura & Nadia, Streletskya, 2016. "Personalized Pricing and Price Fairness," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235809, Agricultural and Applied Economics Association.
    18. Joowon Park & Sachin Banker, 2023. "Bitcoin-denominated prices can reduce preference for vice products," Marketing Letters, Springer, vol. 34(2), pages 309-319, June.
    19. Bruna Bruno & Marisa Faggini, 2022. "The cashless man: do preferences matter?," Journal of Evolutionary Economics, Springer, vol. 32(5), pages 1525-1544, November.
    20. Tyszka, Tadeusz & Przybyszewski, Krzysztof, 2006. "Cognitive and emotional factors affecting currency perception," Journal of Economic Psychology, Elsevier, vol. 27(4), pages 518-530, August.
    21. Fennell, Patrick B. & Coleman, Joshua T. & Kuo, Andrew, 2020. "The moderating role of donation quantifiers on price fairness judgments," Journal of Business Research, Elsevier, vol. 110(C), pages 464-473.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:66:y:2013:i:6:p:745-751. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.