Volume 10 (2006)


Most price knowledge research has been based upon a price recall measure. The research presented here is based upon Vanhuele and Drèze’s (2002) study that investigated all three measures of price knowledge. This study confirms, in a UK setting, Vanhuele and Drèze’s finding that recognition rather than recall should be used for researching price knowledge.


Trikka, N and East, R (2006), "Investigating the Price Knowledge Ladder", Journal of Empirical Generalisations in Marketing Science, Vol. 10, No. 3


Deal-Spotting, Price Knowledge, Recognition, Reference Ranges