Theoretically, High MA consumers could set higher confidence criteria than Low MA consumers for evaluating non-promoted prices as a compensatory mechanism given felt comfortableness with this format (LeFevre, Greenham, & Waheed, 1993). Our finding that High MA consumers buy more when reference price confidence is high enhances the plausibility of this interpretation. Nonappearance of similar P200 effects for Low MA consumers indicates that buying decisions for them are made further downstream.).