“…In terms of price-related information, there is compelling evidence that shoppers expend resources to obtain and process price information both across and within stores (Putrevu & Lord, 2001;Urbany et al, 1996;Urbany, Dickson, & Sawyer, 2000). Importantly, however, it has been well documented that shoppers have poor grocery price knowledge and recall (Dickson & Sawyer, 1990;Kenning, Hartleb, & Schneider, 2011;Pechtl, 2008). Nevertheless, it is clear that price information gathered helps determine the shopper's reference price and influences the purchase decision, and this results in conscious search processes for the 'best deals' (Briesch, Krishnamurthi, Mazumdar, & Raj, 1997;Monroe, 1973;Vanhuele & Drèze, 2002).…”