1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
This paper focuses on consumers' price information processing at the point-of-selection. Specifically, it updates past results of consumers' price awareness at the point-of-selection - applying both a price-recall and a price-recognition test - and tests hypotheses on potential determinants of consumers' price awareness at the point-of-selection. Both price-memory tests resulted in higher measured price awareness than in any of the past studies. Results also indicate that price recognition is not the most appropiate measure. Finally, a discriminant analysis shows that consumers who are aware of the price at the point-of-selection are more deal prone, more low-price prone, and bought a special-priced item. Implications are discussed.