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.


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.


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


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More


From Country-of-origin to Country-of-Consumption: The Institutional Journey of Consumer Trust in Food

Caixia Gan, University of Auckland, New Zealand
Denise M Conroy, University of Auckland, New Zealand
Michael SW Lee, University of Auckland, New Zealand

Read More


Snack Portion Size Choice, Expectations and Actual Experiences in Children: The Interplay of Healthiness, Hunger, and Sensory Food Imagery

Pierre Chandon, INSEAD, France
Celia Hachefa, System U
Yann Cornil, University of British Columbia, Canada
Sophie Nicklaus, Université Bourgogne Franche-Comté
Camille Schwartz, Université Bourgogne Franche-Comté
Christine Lange, Université Bourgogne Franche-Comté

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.