| Abstract: | ABSTRACT This study extends the price recall literature into the service sector. The authors surveyed 169 adults and asked them to recall the last price they paid for nine commonly purchased services. The findings indicate that most consumers (53%) cannot recall the last price they paid, 13% had an inaccurate price memory, and 34% remembered an accurate price. The findings also indicate that the ability to recall a price, and to recall an accurate service price varies significantly by service. Other mediating variables include frequency of usage, home ownership, and education. No other demographic variables were related to either price recall or recall accuracy. |
