Our study was designed to examine what differences, if any, would be present among individuals that differ in their ability to fluently consider prices presented to them. We recorded electroencephalography (EEG) to study how neural responses, as measured by event-related potentials (ERPs), to the onset of a price differentiate buys from non-buys. Our low fluency group, those high in math anxiety (hereafter High MA), was contrasted with a high fluency group, those low in math anxiety (Low MA). Past research has shown that High MA results in reduced processing fluency, though accuracy is often left intact (Ashcraft and Kirk, 2001).