Featured Research

from universities, journals, and other organizations

People Remember Prices More Easily If They Have Fewer Syllables

Date:
June 23, 2006
Source:
University of Chicago Press Journals
Summary:
In the first study to combine theories of working memory and numerical cognition, researchers find that every extra syllable in a product's price decreases its chances of being remembered by 20 percent. The researchers explain this effect by the fact that our phonological loop â�" an important regulator of memory â�" can only hold 1.5 to 2 seconds of spoken information.

In the first study to combine theories of working memory and numerical cognition, researchers find that every extra syllable in a product's price decreases its chances of being remembered by 20 percent. The researchers explain this effect by the fact that our phonological loop – an important regulator of memory – can only hold 1.5 to 2 seconds of spoken information.

"It is not the length of the price in digits that determines how difficult it is to memorize, but rather how many syllables this price has when read," explain Marc Vanheule, Gilles Laurent (both HEC School of Management, Paris) and Xavier Dreze (University of Pennsylvania). "Faster speakers are better at immediate price recall because they can fit more syllables into the phonological loop."

In a study forthcoming in the September issue of the Journal of Consumer Research, the authors show that people who use memorization techniques to shorten the number of syllables have better recall (e.g. read 5,325 as 'five three two five' as opposed to 'five thousand three hundred and twenty five'). Interestingly, the researchers also found that Hungarians, who tend to be faster speakers, have better price recall.

However, consumers store information both verbally and visually, say the researchers. Thus, unusual looking prices, such as $8.88, are recalled better than typical looking prices. People also store magnitude information about prices, remembering approximate figures when they forget the exact price: "We show that prices are encoded in multiple ways and that each form of encoding affects the way prices are remembered."

Reference: Marc Vanhuele, Gilles Laurent and Xavier Dreze. "Consumers' Immediate Memory for Prices" Journal of Consumer Research. September 2006.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "People Remember Prices More Easily If They Have Fewer Syllables." ScienceDaily. ScienceDaily, 23 June 2006. <www.sciencedaily.com/releases/2006/06/060623001231.htm>.
University of Chicago Press Journals. (2006, June 23). People Remember Prices More Easily If They Have Fewer Syllables. ScienceDaily. Retrieved September 30, 2014 from www.sciencedaily.com/releases/2006/06/060623001231.htm
University of Chicago Press Journals. "People Remember Prices More Easily If They Have Fewer Syllables." ScienceDaily. www.sciencedaily.com/releases/2006/06/060623001231.htm (accessed September 30, 2014).

Share This



More Mind & Brain News

Tuesday, September 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Do Video Games Trump Brain Training For Cognitive Boosts?

Do Video Games Trump Brain Training For Cognitive Boosts?

Newsy (Sep. 29, 2014) More and more studies are showing positive benefits to playing video games, but the jury is still out on brain training programs. Video provided by Newsy
Powered by NewsLook.com
Your Spouse's Personality May Influence Your Earnings

Your Spouse's Personality May Influence Your Earnings

Newsy (Sep. 26, 2014) Research from Washington University suggest people with conscientious spouses have greater career success. Video provided by Newsy
Powered by NewsLook.com
Can A Blood Test Predict Psychosis Risk?

Can A Blood Test Predict Psychosis Risk?

Newsy (Sep. 26, 2014) Researchers say certain markers in the blood can predict risk of psychosis later in the life. The test can aid in early treatment for the condition. Video provided by Newsy
Powered by NewsLook.com
Harpist Soothes Gorillas, Orangutans With Music

Harpist Soothes Gorillas, Orangutans With Music

AP (Sep. 25, 2014) Teri Tacheny, a harpist, has a loyal following of fans who appreciate her soothing music. Every month, gorillas, orangutans and monkeys amble down to hear her play at the Como Park Zoo in Minnesota. (Sept. 25) Video provided by AP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins