Representation of Numerical and Verbal Product Information in Consumer Memory

Abstract

The objective of this research is to examine the representation of numerical versus verbal product information in consumer memory. Information about products in the marketing environment is often conveyed through numerical and verbal modes. However, consumers may either store the information that they are exposed to without modification or translate it into a different form. This match or mismatch between conveyed and stored information has important consequences for consumer behavior. A conceptual framework based on surface versus meaning level processing of information is developed to examine the representation of numerical versus verbal information in consumer memory. The basic proposition tested here is that numerical information may be represented in memory identical to its form at presentation in the external environment to a greater degree than verbal information. Research bearing on memory representations is discussed to bring out the methodological importance of using a recognition paradigm. This paradigm is adopted here, and hypotheses are developed about the recognition of numerical versus verbal product information following a learning task. The details of two experiments conducted to test the hypotheses are presented. Implications of this research for consumer behavior are discussed.