Differences in P200 for Price lend credence to the notion that processing fluency is utilized as a source of information by consumers largely automatically (Schwarz, 2004). P200 was larger for buys under no promotions for High MA. Paynter et al. (2009) found a similar fronto-central P200 to arithmetic problems that was more positive as a function of problem familiarity (cf. Figure 2b), which they interpreted as a rapid resource allocation decision in the service of solving a problem. Perhaps a similar process is operating within our High MA group for no promotions. Research on estimation of math problems has discussed the idea of a confidence criterion that must be met prior to answer retrieval attempts (Siegler, 1988).