Wednesday, August 16, 2006

Syllable-price connection

Do you remember the price of a product 30 seconds after you have seen it? A new study has found that prices with more syllables are harder for customers to remember than those with fewer syllables. Incredible, isn't it? The article appears in The New York Times.

Here's an excerpt:
Each extra syllable in the price reduces the chances of it being recalled by 20 percent, according to the study, which will be published in the September issue of The Journal of Consumer Research. In other words, someone faced with a $77.51 camera (eight syllables) and a $62.30 bookshelf (five syllables) is about 60 percent more likely to forget the camera’s price than the bookshelf’s, after half a minute.

Read the full article here.

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