Consumers' Immediate Memory for Prices
We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of the prices' magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and on the other prices to be memorized simultaneously. The performance of consumers is affected by their auditory and visual recall ability, their pronunciation speed, and price abbreviation habits. Overall, consumers recall prices better than suggested by previous digit span studies with simple numbers. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..
Year of publication: |
2006
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Authors: | Vanhuele, Marc ; Laurent, Gilles ; Drze, Xavier |
Published in: |
Journal of Consumer Research. - University of Chicago Press. - Vol. 33.2006, 2, p. 163-172
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Publisher: |
University of Chicago Press |
Saved in:
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