What Recall Errors Tell Us About Price Memory

It is difficult to retain multiple prices, or complex prices that are long to pronounce. We advance that consumers often resort to adaptive strategies, simplifying prices to remember them. This leads to apparent “errors.” Depending on the setting (lab, in front of the shelf, exiting store, entering store), short-term memory or long-term memory is involved. Relying on Dehaene’s conceptual framework, we develop a classification of “errors” (rounding, truncating, verbal confusions, interference between different prices, etc.), separating simplification strategies from actual mistakes. “Errors” are not random, but depend on the structure of the true price, the setting, and individual ability.



Citation:

Marc Vanhuele and Gilles Laurent (2009) ,"What Recall Errors Tell Us About Price Memory", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 184-187.

Authors

Marc Vanhuele, HEC Paris, France
Gilles Laurent, HEC Paris, France



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Q5. Conceptualizing the Digital Experience in Luxury

Wided Batat, American University Beirut

Read More

Featured

How Matte Product Surface Enhances Perceived Durability

Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore

Read More

Featured

M8. Nostalgia Increases Healthy Attitudes and Behaviors

Jannine Lasaleta, Yeshiva University
Carolina O. C. Werle, Grenoble Ecole de Management
Amanda Pruski Yamim, Grenoble Ecole de Management

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.