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Conference papers
Price Cognition Explains Why Consumers Remember Some Prices Better Than Others
Abstract : We examine to what extent consumers' recall for the prices of products they frequently purchase is determined by the structure of the price itself. We address questions such as whether certain combinations of digits lead to a higher likelihood of recall? Do certain price endings trigger rounding, and therefore errors in recall? Are absolute recall errors larger for higher prices or do recall errors remain proportional to the price level? A series of hypotheses is developed based on previous research in the area of numerical cognition. These hypotheses highlight the role of language and monetary units and we therefore test them in a comparison of recall performance in three countries, France, Hungary and the United States.
Keywords :
price
consumer behavior
https://hal-hec.archives-ouvertes.fr/hal-00457592
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Wednesday, February 17, 2010 - 5:56:05 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM
Contributor : Antoine Haldemann Connect in order to contact the contributor
Submitted on : Wednesday, February 17, 2010 - 5:56:05 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM