The more you spend – During an economic downturn, staying within a budget at the grocery store may be more important than ever for many shoppers, especially those with low incomes. But a new study shows that the harder shoppers try to figure out how much they’re spending, the WORSE they do. Is this some kind of conspiracy?
Marketing expert Koert van Ittersum says, “When shopping in a grocery store, the chaotic, information-rich environment can tax a shopper’s ability to mentally calculate the total basket price. Executing many arithmetic operations with multi-digit pricing is demanding. Our findings show that shoppers tend to be more accurate when they employ short-cut strategies in their calculations.”