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When Remembering Disrupts Knowing: Blocking Implicit Price Memory
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DOI：10.1509/jmr.14.0335.png)
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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 this metacognitive feeling-of-not-knowing increases the blocking effect of recall on implicit memory, whereas drawing attention away from the feeling reduces the blocking effect. The results identify a new type of memory blocking-metacognitive memory blocking-in which 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.
Keyword:
memory
blocking
metacognition
price memory
price comparison
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