Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (2010), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing, 74:2 (march), forthcoming. Supermarket Sweep: Do You Really Know How Much Is In Your Basket? 30% of American grocery shoppers are shopping on a budget, but these price conscious shopping “experts” aren't as accurate as you may think. Shoppers who try and guess the exact amount their total grocery cart will cost are more likely to underestimate their purchases. Using mental computation techniques can help customers budget more accurately and efficiently.

Budget Breakdown: How Do You Know How Much Your Grocery Cart Costs? Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (2010), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing, 74:2 (march), forthcoming. Almost 1 in 3 US households shops on a budget Main reason people keep track of their spending while they are shopping = budget constraint (87.6%) Three strategies that can be used to track spending: 1.Mental computation 2.Use a calculator 3.Use a shopping list 77.8% of shoppers on a budget track their in-store spending Learn the best ways to track your spending and prevent over-spending!

Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (2010), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing, 74:2 (march), forthcoming. Round prices down Round prices up Round prices to close denominations Combine compatible prices Multiply the number of items by an average price TIP: shoppers who use these tricks instead of calculating the exact amount are more effective, less biased, and more accurate at tracking their spending. Mental Computation: The Tricks of the Trade WARNING: Don’t try to just guess the total price of your cart!

Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (2010), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing, 74:2 (march), forthcoming. Motivation: How Much Is Too Much When Grocery Shopping? Trying to motivate yourself to be a more accurate shopper may cause you be less accurate. Use mental short cuts instead of guessing the exact price! Over-spendingUnderestimation On average, shoppers underestimate total basket prices, regardless of the estimation tactics used. Warning to grocery stores: underestimated totals can lead to disgruntled customers!

Van Ittersum, Koert, Joost M.E. Pennings, and Brian Wansink (2010), “Trying Harder and Doing Worse: How Grocery Shoppers Track In-Store Spending,” Journal of Marketing, 74:2 (march), forthcoming. To learn more about these tips and others that can help you live a healthy life visit: Looking to the Future: Gadgets That May Help You Win the Basket Battle Shopping cart scanners help track total spending To learn more visit: Radio Frequency Identification (RFID) tags require no effort from consumers to track spending To learn more visit: Help Keep Customers Coming Back! Created By: Lauren Faldet