Charlotte Gaston-Breton
Charlotte Gaston-Breton is a researcher and first author of the 2014 paper in Customer Needs and Solutions on the price knowledge paradox, a field experiment with 683 shoppers in France.
Who they are
The work of Charlotte Gaston-Breton reaches this site through the paper listed below. The name is tied to Price Knowledge Paradox.
Key papers
Gaston-Breton, C., & Raghubir, P. (2014). The price knowledge paradox: Why consumers have lower confidence in, but better recall of unfamiliar prices. Customer Needs and Solutions, 1(3), 214-224. What it reports: Field experiment with 683 shoppers in France six months before the euro was introduced; prices shown in euros (unfamiliar) or francs (familiar). 69 per cent of euro-price viewers said they could recall the price against 85 per cent for franc prices; euro-price viewers almost twice as likely to recall the exact price; memory differences carried to purchase intentions. Authors argue unfamiliar formats get more deliberate processing, familiar formats less attention and overconfidence.
Key ideas
Price Knowledge Paradox: The finding that shoppers feel less sure of their memory for unfamiliar prices yet recall them more accurately than familiar ones.
Sources
- Gaston-Breton, C., & Raghubir, P. (2014). The price knowledge paradox: Why consumers have lower confidence in, but better recall of unfamiliar prices. Customer Needs and Solutions, 1(3), 214-224.