When Remembering Disrupts Knowing: Blocking Implicit Price Memory
研究发现，消费者在比较价格时，如果先尝试回忆过去的价格，反而会降低比较的准确性，因为回忆失败引发的“不知道感”会阻断内隐记忆的运用。
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.