We developed a stimulus list of products and their images familiar to the population studied. A total of 50 products were used twice. Critical stimuli included product prices and a “Buy?” stimulus. To include a range of overpriced and underpriced items, we developed prices by first identifying price category midpoints from a local, pop- ular retailer. Within conditions, we applied 10–34% markups/discounts to half of the midpoint prices each without replacement to arrive at final price stimuli. This range reflects research on price differences that consumers are adept at identifying