Price Signals and Money Illusion – Present and Upcoming Challenges for Polish Consumers Cover Image

Sygnały cenowe i iluzja pieniądza – aktualne i nadchodzące wyzwania dla polskich konsumentów
Price Signals and Money Illusion – Present and Upcoming Challenges for Polish Consumers

Author(s): Ilona Bondos
Subject(s): National Economy, Economic policy, EU-Accession / EU-DEvelopment
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: price signals; price communicating; price perception; money illusion; currency change;

Summary/Abstract: The article is divided into two parts. In the first one, theoretical, there is presented the issue of money illusion connected with the process of substitutions of the national currency by the common currency of the Eurozone. The second part of the article concerns the practiced price signals; in the empirical part, there are presented consumers’ attitudes towards uneven price endings. The author presents the resulting of her own surveys carried out in the area of Lubelskie Province in 2014 (n=200) and in 2012 (n=150). The breakdown of the findings leads to a conclusion of substantial practical implications – addressees of this specific type of price signals are aware of its purposefulness, they have sceptic attitudes due to the perceived low level of reliability and the possibility of being misled in the course of offer assessment. An aim of considerations is to present the most popular price signals and to pay attention to the need to adjust them to the offer specificity (on the example of selectable durables) and purchasers thereof. The article is of the research nature.

  • Issue Year: 354/2015
  • Issue No: 1
  • Page Range: 39-49
  • Page Count: 11
  • Language: Polish