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.