%0 Report %T Do Consumers Really Know if the Price is Right ? Direct Measures of References Price and their Implications for Retailling %+ Groupement de Recherche et d'Etudes en Gestion à HEC (GREGH) %A Vanhuele, Marc %A Drèze, Xavier %Z Cahier de Recherche du Groupe HEC Paris, n° 711 %8 2000-09 %D 2000 %K price knowledge %K reference price %K retailing %Z Humanities and Social Sciences/Business administration/domain_shs.gestion.markReports %X Reference price research suggest that consumers memorize and recall price information when selecting brands for frequently purchased products. In this study, we show that previous price-knowledge surveys provided imperfect estimates of reference price. Further, we propose to use a combination of price recall, price recognition, and deal recognition to measure representations to memorize prices. In addition we identify consumer and product characteristics that explain the variations in price knowledge. %G English %L hal-00597235 %U https://hec.hal.science/hal-00597235 %~ SHS %~ HEC %~ CNRS %~ LARA