Misperceptions of grocery advertising

A survey of food shoppers showed that consumers underestimate the number of advertised grocery store items reduced in price and the average amount these products are market down. Newspaper advertisements appear to be relied upon more by consumers who believe that advertised brands are of better quality than those not advertised. (Reprinted by permission of the publisher.)
Research into consumer shopping problems shows that high food prices are a primary concern to consumers (Claxton and Ritchie 1978). The major source of consumer information about food prices is [...]