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

Van Ittersum, Koert, Joost ME Pennings, and Brian Wansink. "Trying harder and doing worse: How grocery shoppers track in-store spending." Journal of Marketing 74.2 (2010): 90-104.

4 Pages Posted: 30 Jul 2014

See all articles by Koert van Ittersum

Koert van Ittersum

University of Groningen

Joost M. E. Pennings

Maastricht University; Wageningen UR

Brian Wansink

Cornell University

Date Written: July 29, 2014

Abstract

An estimated one in three American households has to carefully plan their budgets and spend accordingly. Budget-allocation and spending-behavior models often implicitly assume that budget-constrained shoppers are knowledgeable about the total price of their shopping basket as they shop (Bénabou and Tirole 2004). Because shoppers’ price estimates of their shopping baskets mediate the relationship between budget allocation and actual in-store spending, it is critical to understand whether and how shoppers determine the total price of their baskets. Inaccuracies in their estimates likely have implications for consumer welfare (Heath and Soll 1996) and retail performance (Gómez, McLaughlin, and Wittink 2004).

Despite the importance of understanding how budget-constrained shoppers estimate the total price of their baskets while shopping, it remains largely unclear whether, when, and how they keep track of their in-store spending.

Suggested Citation

van Ittersum, Koert and Pennings, Joost M. E. and Wansink, Brian, Trying Harder and Doing Worse: How Grocery Shoppers Track Their In-Store Spending (July 29, 2014). Van Ittersum, Koert, Joost ME Pennings, and Brian Wansink. "Trying harder and doing worse: How grocery shoppers track in-store spending." Journal of Marketing 74.2 (2010): 90-104.. Available at SSRN: https://ssrn.com/abstract=2473598

Koert Van Ittersum

University of Groningen ( email )

Postbus 72
9700 AB Groningen
Netherlands

Joost M. E. Pennings

Maastricht University ( email )

P.O. Box 616
Maastricht, 6200MD
Netherlands

Wageningen UR ( email )

Hollandseweg 1
Wageningen, 6706KN
Netherlands

Brian Wansink (Contact Author)

Cornell University ( email )

Ithaca, NY 14853
United States

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