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The New Susan B. Anthony Dollar

Hypotheses Regarding Consumer and Retailer Reactions

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Marketing Horizons: A 1980's Perspective

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Abstract

On July 1, 1979, a new coin, the Susan B. Anthony dollar, was added to the nation's mix of currency and coin in circulation. The new coin, while technically a direct substitution for the larger and weightier Eisenhower dollar, was designed to more actively circulate and to be a major element in the currency mixture. This paper reports on an exploratory study undertaken for the Federal Reserve: System to test consumer and retailer attitudes and perceptions towards parts of the coin and currency system with particular emphasis on the new dollar coin.

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References

  1. Joseph Axelrod, et al. The Feasibility of Reintroducing the Two Dollar Bill; A Marketing Approach (Boston, Massachusetts: Graduate School of Business Administration, Harvard University, May, 1975).

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  2. Hearings's Before the Subcommittee on Historic Preservation and Coinage on H.R. 12444. Washington: U.S. Government Printing Office (May 17, 1978) pp. 7–12.

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  3. Ibid.

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  4. Dollar Coin Study, Chicago: Federal Reserve Bank (October 31, 1977).

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  5. Ibid, pp. 1–2.

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  6. Ibid, pp. 1–2.

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  7. Small Dollar Coin, Washington: Marketing Division of the Bureau of the Mint, U. S. Treasury Department (1976) p. 21.

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  8. Marketing Research: An Applied Approach, Thomas C. Kinnear and James R. Taylor (1979) p. 425.

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  9. Hearings on H. r. 12444, p, 26.

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  10. Hearings on H. R. 12444, p. 136.

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  11. Small Dollar Coin, p. 56.

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Author information

Authors and Affiliations

  1. Marquette, USA

    Claude R. Martin Jr.

Authors
  1. Claude R. Martin Jr.
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Editors and Affiliations

  1. Northern Michigan University, Marquette, Michigan, USA

    Venkatakrishna V. Bellur

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© 2015 Academy of Marketing Science

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Martin, C.R. (2015). The New Susan B. Anthony Dollar. In: Bellur, V. (eds) Marketing Horizons: A 1980's Perspective. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10966-4_47

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