Remembering Prices: Numeric Cognition, Language, and Price Recall

Remembering Prices: Numeric Cognition, Language, and Price Recall


This paper examines how consumers process multi-prices (e.g., prices that consist of several components like $329 for a camera and $16 for delivery) from a linguistic and numeric cognition perspective. We theorize that when consumers read multi-prices, they encode the numbers phonologically. This can lead to overtaxing working memory capacity as consumers calculate the total price of the package and to less accurate price recall for multi-prices that have longer number names (e.g., number names with more syllables). We find evidence for this process in three studies, both across different languages and within languages.


Hyeong Min Kim and David Luna (2006) ,"Remembering Prices: Numeric Cognition, Language, and Price Recall", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 235-235.


Hyeong Min Kim, Baruch College
David Luna, Baruch College


NA - Advances in Consumer Research Volume 33 | 2006

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