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.

Related Articles


"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 April 18, 2015 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 April 18, 2015).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, April 18, 2015

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Our Love Of Puppy Dog Eyes Explained By Science

Our Love Of Puppy Dog Eyes Explained By Science

Newsy (Apr. 17, 2015) Researchers found a spike in oxytocin occurs in both humans and dogs when they gaze into each other&apos;s eyes. Video provided by Newsy
Powered by NewsLook.com
Scientists Find Link Between Gestational Diabetes And Autism

Scientists Find Link Between Gestational Diabetes And Autism

Newsy (Apr. 17, 2015) Researchers who analyzed data from over 300,000 kids and their mothers say they&apos;ve found a link between gestational diabetes and autism. Video provided by Newsy
Powered by NewsLook.com
Video Messages Help Reassure Dementia Patients

Video Messages Help Reassure Dementia Patients

AP (Apr. 17, 2015) Family members are prerecording messages as part of a unique pilot program at the Hebrew Home in New York. The videos are trying to help victims of Alzheimer&apos;s disease and other forms of dementia break through the morning fog of forgetfulness. (April 17) Video provided by AP
Powered by NewsLook.com
Common Pain Reliever Might Dull Your Emotions

Common Pain Reliever Might Dull Your Emotions

Newsy (Apr. 16, 2015) Each week, millions of Americans take acetaminophen to dull minor aches and pains. Now researchers say it might blunt life&apos;s highs and lows, too. Video provided by Newsy
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