Effect of face value on product valuation in foreign currencies
Raghubir and Srivastava, Journal of Consumer Research 29(3), 2002, 335-347. Four studies across currencies, exchange-rate framings and two countries. People anchor on the nominal number on the price and under-adjust for the exchange rate: underspending where foreign prices carry large numbers, overspending where they carry small numbers. No figures used in the article.
Raghubir and Srivastava, Journal of Consumer Research 29(3), 2002, 335-347. Four studies across currencies, exchange-rate framings and two countries. People anchor on the nominal number on the price and under-adjust for the exchange rate: underspending where foreign prices carry large numbers, overspending where they carry small numbers. No figures used in the article.
Written from the abstract (OpenAlex), 2026-11-10; Crossref bibliographic data.
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Raghubir, P., & Srivastava, J. (2002). Effect of face value on product valuation in foreign currencies. Journal of Consumer Research, 29(3), 335-347. doi:10.1086/344430 https://doi.org/10.1086/344430