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Consumers' Immediate Memory for Prices

Abstract : We examine the cognitive mechanics involved in keeping prices in short-term memory for subsequent recall. Consumers code and store prices verbally, visually, and in terms of their magnitude. The encoding used influences immediate recall performance. The memorability of prices depends on their verbal length, usualness, and overall magnitude. We find that the performance of consumers is affected by their pronunciation speed and price abbreviation habits. Overall, consumers recall prices better than what previous digit span studies with simple numbers have suggested.
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https://hal-hec.archives-ouvertes.fr/hal-00584569
Contributor : Antoine Haldemann <>
Submitted on : Friday, April 8, 2011 - 6:01:11 PM
Last modification on : Thursday, January 11, 2018 - 6:19:32 AM

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  • HAL Id : hal-00584569, version 1

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Marc Vanhuele, Gilles Laurent, Xavier Drèze. Consumers' Immediate Memory for Prices. 2011. ⟨hal-00584569⟩

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