Le Passage À l''euro Et Ses Effets Sur Le Comportement Du Consommateur
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Pour la première fois dans l'histoire économique contemporaine, douze pays différents comptant plus de 300 millions d'individus ont, le 1er janvier 2002, renoncé à leurs monnaies nationales pour adopter, ensemble, une monnaie unique: l'euro. Au- delà d'une simple conversion des prix, cette nouvelle donne européenne remet en cause les repères prix des consommateurs et leurs décisions d'achat. Tout au long de ce travail doctoral, nous avons mis en évidence et expliqué les effets d'un changement d'unité monétaire sur le processus de décision du consommateur. Théoriquement, nous proposons que l'euro, parce qu'il modifie à la fois l'information visuelle (valeur nominale) et l'information cognitive (repères prix) véhiculées par le prix, peut conduire à un biais de jugement appelé "heuristique d'ancrage et d'ajustement." Nous démontrons empiriquement, grâce à une expérimentation menée auprès de 800 réels acheteurs français, que l'expression des prix en euros augmente la mémorisation des prix, rend plus difficile l'élaboration de prix de référence, diminue la lisibilité des écarts de prix et favorise l'achat de marques nationales.
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