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Price Recall

Experiment
by

Kristina Leon

on 26 November 2012

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Transcript of Price Recall

By:
Marchesa Bergman
Raghed Jafeer
Pekah Lee
Kristina Leon
Laura Sarmiento
Amilynn Soto Price Recall Objective(priori) Results Measure consumer memory of product prices and gauge the difference in memory ability as it relates to the participants’ level of hunger. Through convenience sampling, 14 participants were chosen to be measure their price recall on a grocery shopping trip. The participants were then randomly assigned to one of two groups:

Experimental Group (Hungry): 7 participants were asked to eat sometime within four hours before the experiment.

Control Group (Not Hungry): 7 participants were asked not to have eaten for four hours before the experiment. Procedures Independent Variable: Level of Hunger (Hungry v. Not Hungry during shopping experience)

Dependent Variable: Accuracy of Price Recall Experiment Variables When measuring participant price recall:

An answer was considered “exactly correct” if the participant estimated the exact price of the product.
An answer was considered “correct” if it was under or over 50 cents from the actual product price.
An answer was considered "incorrect" if it was more than 50 cents over or more than 50 cents under the actual product price. Method of Measuring We did not let participants know the objective of the experiment so as not to cause participant bias in any way.

We followed them on their shopping trip, jotting down behavioral observations. after the participant had put his/her groceries in the car, we sat them down and asked them for their receipt. Going down the list of items, we asked the participants to try and remember the price of each item.
Gender
Age
Whether they were shopping for themselves and/or others
On-Campus v. Off-Campus
Estimated number of items bought
Estimated total amount spent
Whether they are on a budget
Whether they used a shopping list
How hungry they were from a scale of 1-7
How price conscious they consider themselves from a scale of 1-7 Hypothesis The more hungry the participant is, the lower their ability for price recall. Demographics In our experiment, we controlled for level of hunger by randomly assigning participants based on this variable.

But, we did not randomly assign participants based on demographic information such as gender or age.

If our results prove to be statistically significant, we would be able to determine that level of hunger CAUSED a change in price recall because we conducted an experiment . Gender Breakdown of our Participants Other Demographic Breakdown Average Participant Age: 22 Shopping for Themselves: 10
Shopping for Household: 4 Average Level of Hunger (1-7 Scale)
Hungry Group: 5.86
Not Hungry Group: 3.00 Price Consciousness of Participants: 4.20 64%
Percentage of Participants who did not make a shopping list 9 out of 14 participants shopped at Publix.
The other 5 shopped at Winn-Dixie. We found that... The more hungry the participants were, the more likely they were to recall prices accurately.

Demographic information had no significance on price recall.

This goes against our hypothesis and therefore we must: Reject the Hypothesis Data Collected Conclusion Possible Explanations Its possible that because the participants in the experimental group were hungry, they were more attentive to what they were doing because it related to food. Possible Firm Recommendations If an item is on sale, you want the customer to remember; therefore you want them to be hungry. It is recommended not to give out free samples, and to expose consumers to pictures of food in order to increase appetite.

If an item is not on sale, you want the customer to be inattentive; therefore samples would be recommended so that they are full and do not recall item's price. Limitations We didn't randomly assign participants based on gender, age, etc. and therefore may have missed significant factors which could affect price recall. We had three different experimenters and therefore could have experienced experimenter's bias, if each one of them conducted the experiment in a different way. The number of items purchased significantly fluctuated between participants, which could account for more accurate or less accurate price recall.

Since we were present during the participants grocery shopping trip, they may not have shopped in the way they typically do which could participant bias. Thank You! Also... At the end of their trip, After this, we asked participants to conduct a short survey to measure the following: However, if we found a significant difference between price recall and demographic information, we would only be able to determine a CORRELATIONAL RELATIONSHIP because we did not randomly assign based on these criteria. Genders between groups are proportional therefore, gender should not skew our results. Also, Sample size was 14. Experiment needs to be conducted with more participants to really measure significant differences. Even though we told participants to eat/not to eat, some still wrote down they were neither full nor hungry on our surveys which could have skewed the results.
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