The Launch of the Euro in Retrospect—Insights From an In-Depth Evaluation Study in Austria
In comparison to other Euro-countries, Austria was quite successful in launching the Euro. However, on closer examination in a study conducted in Austria in parallel with the introduction of the new currency (the only such study in any of the 12 Euro countries), researchers found that consumers still face daunting and persisting problems. This article addresses in particular the problems relating to the psychological perception of monetary value.
Euro; currency conversion; consumer problems; value perception