The Transition to the Euro: Some Perspectives from Economic Psychology

The reactions of EU consumers to the arrival of the euro are likely to be far more complex than people's typical pragmatic and expedient adaptations to everyday economic change. This article discusses the major problems and psychological issues that are likely to arise in domains where the euro can be expected to have a major impact. More specifically, the domains considered include the following: the symbolic meanings of money; learning, remembering and information- processing; judgement and decision-making; expectations, concerns, and beliefs of EU citizens (consumers); and, propaganda, communication and attitude change. The article concludes with a number of tentative policy recommendations.