![]() ![]() ![]() They did take away the euro sign next to the official price on the product page. In the Netherlands, bol.com might be the best known e-commerce company. Let's take a closer look at some e-commerce examples. Based on the data collected in this study, operationalizing price typography comes down to this: changing the menu typography is like picking the low hanging fruit when it comes to squeezing every last cent from an existing business: the yield may not be large, but it is easy to do (.)ĭespite the fact that the evidence from this study isn't exactly the most convincing evidence ever, getting rid of currency symbols looks like a fashionable strategy. Significant results in this experiment were only obtained after controlling for a host of operational factors, including guests’ innate propensity to spend. In quick service or fast casual environments where the consumer may be more price conscious to begin with, has less time, less product information, and less service interaction, the decision making process may overweight the importance of prominent or salient price information. In this case, price was only one aspect of the decision making process. For example, this experiment took place in an upscale-casual restaurant, where consumers had plenty of time, information, and service to aid in the ordering process. Certainly guests perceive the existence of the word ‘‘dollars’’ or the dollar symbol on their menus, but does that perception come with awareness on possible affects? It may also be interesting to examine under what operational conditions these menu typography effects might play a larger role in total spending. ![]() Avenues for future research should include an examination on the priming effects of monetary symbols on purchase behavior. The results of this experiment raise more questions than it answers. Also, the authors themselves are careful with any generalisations: The entire sample used in this study consists of 201 dinner parties, which is not huge. As in, guests in the no currency group spent more on average than guests in the other groups. They do find a significant difference in spending between guests who were presented prices without any $ or scripted 'dollar' cues on the one hand and guests who were presented either $ or 'dollar' on the other hand. Overall, price presentation was not found to be a significant predictor of consumer spending in an upscale restaurant environment. And in this study, the results aren't even overwhelmingly strong. Interestingly though, I have only been able to find one study in which currency symbols were part of the experiment, by Yang, Kimes & Sessarego (2009, ). There is fMRI research supporting the concept pain of buying ( ). See for example: by neuromarketing guru Roger Dooley. The psychological idea behind this is that using a euro, dollar, or any other currency sign increases the pain of buying, as the money aspect of a transaction becomes more salient. A popular piece of neuromarketing advice for e-commerce (and other) stores is to get rid of currency symbols in price displays. ![]()
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