Understanding how consumer education impacts shoppers over time: A longitudinal field study of unit price usage

Weeks, CS; Mortimer, G; Page, L

Understanding how consumer education impacts shoppers over time: A longitudinal field study of unit price usage

Weeks, CS Mortimer, G Page, L

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Publisher:: ELSEVIER SCI LTD
Publication Type:: Journal Article
Citation:: Journal of Retailing and Consumer Services, 2016, 32, pp. 198-209
Issue Date:: 2016-09-01

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Field	Value	Language
dc.contributor.author	Weeks, CS
dc.contributor.author	Mortimer, G
dc.contributor.author	Page, L https://orcid.org/0000-0002-6020-9733
dc.date.accessioned	2022-07-29T20:43:23Z
dc.date.available	2022-07-29T20:43:23Z
dc.date.issued	2016-09-01
dc.identifier.citation	Journal of Retailing and Consumer Services, 2016, 32, pp. 198-209
dc.identifier.issn	0969-6989
dc.identifier.issn	1873-1384
dc.identifier.uri	http://hdl.handle.net/10453/159372
dc.description.abstract	There remains a lack of empirical evidence for what constitutes effective consumer education around unit pricing in grocery stores, despite researchers continually highlighting the importance of such education. Much of the early work on unit pricing describes self-report estimates of usage, or results of simulated shopping studies which can lack external validity. The current research reports one of the first longitudinal field experiments to examine the impact of consumer education on unit price usage over time, and is based on shoppers' actual grocery spending. Shoppers receiving consumer education displayed progressively higher levels of savings across the first six weeks of the study to a peak of about 17–18%, declining to around 11–13% by the end of the study. Savings were achieved by shoppers from all income levels, and increased with the provision of personalized comparative feedback. The study offers theoretical insights and important practical implications for retailers and policy makers.
dc.language	English
dc.publisher	ELSEVIER SCI LTD
dc.relation.ispartof	Journal of Retailing and Consumer Services
dc.relation.isbasedon	10.1016/j.jretconser.2016.06.012
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1505 Marketing, 1506 Tourism
dc.subject.classification	Marketing
dc.title	Understanding how consumer education impacts shoppers over time: A longitudinal field study of unit price usage
dc.type	Journal Article
utslib.citation.volume	32
utslib.for	1503 Business and Management
utslib.for	1505 Marketing
utslib.for	1506 Tourism
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Economics Discipline
utslib.copyright.status	closed_access	*
dc.date.updated	2022-07-29T20:43:22Z
pubs.publication-status	Published
pubs.volume	32

Abstract:

There remains a lack of empirical evidence for what constitutes effective consumer education around unit pricing in grocery stores, despite researchers continually highlighting the importance of such education. Much of the early work on unit pricing describes self-report estimates of usage, or results of simulated shopping studies which can lack external validity. The current research reports one of the first longitudinal field experiments to examine the impact of consumer education on unit price usage over time, and is based on shoppers' actual grocery spending. Shoppers receiving consumer education displayed progressively higher levels of savings across the first six weeks of the study to a peak of about 17–18%, declining to around 11–13% by the end of the study. Savings were achieved by shoppers from all income levels, and increased with the provision of personalized comparative feedback. The study offers theoretical insights and important practical implications for retailers and policy makers.

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http://hdl.handle.net/10453/159372