The price knowledge paradox: Why consumers have lower confidence in, but better recall of unfamiliar prices
Gaston-Breton and Raghubir, Customer Needs and Solutions 1(3), 2014, 214-224. 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.
Gaston-Breton and Raghubir, Customer Needs and Solutions 1(3), 2014, 214-224. 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.
Written from the publisher abstract page (Springer), 2026-11-10; Crossref bibliographic data.
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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. doi:10.1007/s40547-014-0021-0 https://doi.org/10.1007/s40547-014-0021-0