Customer's Price Knowledge Revisited: A Replication and Extension

Although academic research in the field of behavioral pricing regarding customers' price
knowledge has progressed tremendously in the last five decades, the question why customers are able (or unable) to remember prices remains mainly unclear. To address this research gap, the main research goals of this study are (1) the introduction of a new construct for the measurement of implicit price knowledge as well as (2) the derivation and testing of two new determinants of explicit and implicit price knowledge. Findings from a survey including 224 participants suggest that this might be a fruitful avenue on the way to a more complete picture of determinants of customers' price knowledge. Finally, the author discusses theoretical and managerial implications as well as avenues for further research.