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In order to show that consumer choices are biased by the nominal representation of prices, three experiments were conducted with undergraduates as participants. Experiment 1 showed that participants choose a large-unit currency (small numbers) for paying the price of a consumer product but to obtain their salary in a small-unit currency (large numbers). Suggesting that accuracy is traded off against effort, participants were more susceptible to the bias toward the nominal representation when induced to feel positive and deactivated than when induced to feel negative and activated. The differences in frequencies of choice of currency were replicated in Experiment 2. No effect was however obtained of a natural mood variation assessed by self-report ratings before the choices. In Experiment 3 choices of more expensive products with additional features were more frequent when the prices were expressed in a large currency unit than when expressed in a small currency unit. Natural mood variation assessed by self-report ratings again failed to affect the choices.