Remembering Prices: Numeric Cognition, Language, and Price Recall

Remembering Prices: Numeric Cognition, Language, and Price Recall

ABSTRACT

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.



Citation:

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.

Authors

Hyeong Min Kim, Baruch College
David Luna, Baruch College



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Changes in Environment Restore Self-Control

Nicole Mead, University of Melbourne, Australia
Jonathan Levav, Stanford University, USA

Read More

Featured

Who Gets Credit? Who Gets Blame? The Role of Agency in Ethical Production

Neeru Paharia, Georgetown University, USA

Read More

Featured

Exposing the Lie Beneath Hypertext Marketing: Implications for Trademark Violation

Laura R Oswald, Marketing Semiotics

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.