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

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Trying Harder and Doing Worse : How Grocery Shoppers Track In-Store Spending. / van Ittersum, K.; Pennings, J.M.E.; Wansink, B.

In: Journal of Marketing, Vol. 74, No. 2, 03.2010, p. 90-104.

Research output: Contribution to journalArticleAcademicpeer-review

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Bibtex

@article{c2f15fd76b834898bd1c5e8000eef280,
title = "Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending",
abstract = "Although almost one in three U.S. households shops on a budget, it remains unclear whether and how shoppers track their in-store spending to stay within those budgets. A field study and two laboratory studies offer four key generalizations about budget shoppers in grocery stores: (1) They predominantly use mental computation strategies to track their in-store spending, (2) they adapt their mental computation strategy to the dominant range of price endings of items in their shopping baskets, (3) those who try to calculate the exact total price of their basket are less accurate than those who estimate the approximate price, and (4) motivated shoppers are less accurate than less motivated shoppers (because they tend to calculate rather than estimate the total basket price). A second field study demonstrates that shoppers who underestimate the total price of their basket are more likely to overspend, leading to negative store satisfaction.",
keywords = "budget shoppers, in-store spending behavior, mental computation, basket estimation, retail price setting, COMPUTATIONAL ESTIMATION, DECISION-MAKING, PRICE, INFORMATION, STRATEGIES, BUDGET, CONFIDENCE, THINKING, CHOICE, COST",
author = "{van Ittersum}, K. and J.M.E. Pennings and B. Wansink",
year = "2010",
month = "3",
doi = "10.1509/jmkg.74.2.90",
language = "English",
volume = "74",
pages = "90--104",
journal = "Journal of Marketing",
issn = "0022-2429",
publisher = "SAGE Publications Inc.",
number = "2",

}

RIS

TY - JOUR

T1 - Trying Harder and Doing Worse

T2 - Journal of Marketing

AU - van Ittersum, K.

AU - Pennings, J.M.E.

AU - Wansink, B.

PY - 2010/3

Y1 - 2010/3

N2 - Although almost one in three U.S. households shops on a budget, it remains unclear whether and how shoppers track their in-store spending to stay within those budgets. A field study and two laboratory studies offer four key generalizations about budget shoppers in grocery stores: (1) They predominantly use mental computation strategies to track their in-store spending, (2) they adapt their mental computation strategy to the dominant range of price endings of items in their shopping baskets, (3) those who try to calculate the exact total price of their basket are less accurate than those who estimate the approximate price, and (4) motivated shoppers are less accurate than less motivated shoppers (because they tend to calculate rather than estimate the total basket price). A second field study demonstrates that shoppers who underestimate the total price of their basket are more likely to overspend, leading to negative store satisfaction.

AB - Although almost one in three U.S. households shops on a budget, it remains unclear whether and how shoppers track their in-store spending to stay within those budgets. A field study and two laboratory studies offer four key generalizations about budget shoppers in grocery stores: (1) They predominantly use mental computation strategies to track their in-store spending, (2) they adapt their mental computation strategy to the dominant range of price endings of items in their shopping baskets, (3) those who try to calculate the exact total price of their basket are less accurate than those who estimate the approximate price, and (4) motivated shoppers are less accurate than less motivated shoppers (because they tend to calculate rather than estimate the total basket price). A second field study demonstrates that shoppers who underestimate the total price of their basket are more likely to overspend, leading to negative store satisfaction.

KW - budget shoppers

KW - in-store spending behavior

KW - mental computation

KW - basket estimation

KW - retail price setting

KW - COMPUTATIONAL ESTIMATION

KW - DECISION-MAKING

KW - PRICE

KW - INFORMATION

KW - STRATEGIES

KW - BUDGET

KW - CONFIDENCE

KW - THINKING

KW - CHOICE

KW - COST

U2 - 10.1509/jmkg.74.2.90

DO - 10.1509/jmkg.74.2.90

M3 - Article

VL - 74

SP - 90

EP - 104

JO - Journal of Marketing

JF - Journal of Marketing

SN - 0022-2429

IS - 2

ER -