Shoppers Plan For Unplanned Purchases, Study Says
A new study in the Journal of Consumer Research has found that shoppers often expect to buy a certain number of unplanned items, and most have a fairly accurate estimate as to how much they will spend on them. The authors use the term "in-store slack" to describe the room shoppers leave in their budget for unplanned purchases. The researchers conducted a field study at several grocery stores in Texas. Shoppers were asked what they intended to purchase, how much they expected to spend on the planned items, and how much they intended to spend total. After shopping, participants provided their receipts and answered questions about themselves and their purchases. More than 75 percent of the participants included room in their mental budgets for unplanned purchases. read more