Trying Harder and Doing Worse: How Grocery Shoppers Track Their In-Store Spending

K. van Ittersum, J.M.E. Pennings, B. Wansink

Research output: Contribution to journalArticleAcademicpeer-review

Abstract

Although one in three American households shops on a budget, it remains unclear whether and how shoppers track their in-store spending to stay within budget. A pilot study shows that budget-constrained grocery shoppers predominantly use mental computation strategies to track their in-store spending. Two lab experiments demonstrate that shoppers adapt their mental computation strategy to the dominant range of price endings in the basket and their motivation to be accurate based on cost-benefit analyses. A final field study demonstrates that shoppers underestimating the total basket price are more likely to spend more than their budget, which negatively influences store satisfaction
Original languageEnglish
Pages (from-to)1-37
JournalAdvances in Consumer Research
Volume37
Issue number1
Publication statusPublished - 2010

Fingerprint Dive into the research topics of 'Trying Harder and Doing Worse: How Grocery Shoppers Track Their In-Store Spending'. Together they form a unique fingerprint.

Cite this