Numeric ratings for products can be presented using a bigger-is-better format (1=bad, 5=good) or a smaller-is-better format with reversed rating poles (1=good, 5=bad). Seven experiments document how implicit memory for the bigger-is-better format — where larger numbers typically connote...

Does explicit recall help or hurt memory-based comparisons? It is often assumed that attempting to recall information from memory should facilitate - or at least not disrupt - memory-based comparisons. Using the domain of price comparisons, the authors demonstrate that memory-based price...