When Remembering Disrupts Knowing: Blocking Implicit Price Memory
Conditionally accepted at the Journal of Marketing Research, Forthcoming
52 Pages Posted: 22 Jan 2016
Date Written: January 22, 2016
Does explicit recall help or hurt memory-based comparisons? It is often assumed that attempting to recall information from memory should facilitate - or at least not disrupt - memory-based comparisons. Using the domain of price comparisons, the authors demonstrate that memory-based price comparisons are less accurate when consumers first attempt to recall the past price versus when they do not try to do so. Attempting - and failing at - explicit price recall focuses attention on metacognitive experience, resulting in a feeling-of-not-knowing which then blocks the implicit memory that people could otherwise use to make accurate price comparisons. Drawing attention to the metacognitive feeling increases the blocking effect of recall on implicit memory. Drawing attention away from the feeling reduces the blocking effect. The results identify a new type of memory blocking - metacognitive memory blocking - wherein the feeling-of-not-knowing blocks implicit memory during judgments. They also provide further evidence of dual representations of price memory and demonstrate that most memory-based price comparisons are based on implicit memory and do not entail explicit recall of the reference price.
Keywords: memory, blocking, metacognition, price memory, price recall, price comparison
Suggested Citation: Suggested Citation