Consumers' immediate memory for prices

Marc Vanhuele (), Gilles Laurent () and Xavier Dreze

No 813, HEC Research Papers Series from HEC Paris

Abstract: In this article, the authors examine the cognitive mechanics involved in keeping prices in short-terme memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of their magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness and overall magnitude. They find that the performance of consumers recall prices better than what previous digit span studies with simple numbers have suggested.

Keywords: consumer behavior; numerical cognition; price memory (search for similar items in EconPapers)
JEL-codes: D10 (search for similar items in EconPapers)
Pages: 42 pages
Date: 2005-01-01
New Economics Papers: this item is included in nep-cbe, nep-mic and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.hec.fr/var/fre/storage/original/applica ... baa22153a49bc85c.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0813

Access Statistics for this paper

More papers in HEC Research Papers Series from HEC Paris HEC Paris, 78351 Jouy-en-Josas cedex, France. Contact information at EDIRC.
Bibliographic data for series maintained by Antoine Haldemann ().