Consumer price perception in virtual environments

It is hard in a few paragraphs to sum up a doctoral thesis of nearly 500 pages that represents the work of several years, though it is possible to highlight the most notable aspects in scientific and technical terms, especially in the economic and social field.The specific focus of the thesis is an analysis of the effect of the currency changeover on consumer behaviour with regard to prices. As conclusions of this work we may highlight the importance and usefulness of the computer tool for simulating a virtual shopping environment in the analysis of consumer behaviour on the basis of a conceptual and applied study of how certain dimensions of perception and the decision-making process are affected by two factors. The use of the computer tool allows us to identify new concepts and to make an analysis of the cognitive process associated with a decision-making event in a dynamic and precise way.