Do shoppers really know the price?LSA, 7 December 2000

A French retail trade title turned to the question of whether customers carry accurate prices in mind when they reach the shelf.

The piece sits with a body of research on price knowledge, asking how well shoppers can recall prices for everyday goods and what the gap means for how a store communicates value.

For retail readers the takeaway was practical: a price nobody notices cannot do the work a manager expects of it, so awareness matters as much as the number itself.

The scholarly version of this work appeared in the Journal of Consumer Research.

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