Members in the Media
From: The Wall Street Journal

We Still Don’t Believe How Much Things Cost

Deodorant was what changed Rob Cooper’s mind about the economy. 

After paying under $4 for his signature Old Spice Stronger Swagger for a decade, the 49-year-old was shocked last year to see it priced at $7.99. 

“My brain just cannot rationalize paying twice as much,” says Cooper, the Ambler, Pa.-based financial officer of a retail chain. “It doesn’t feel right.” 

Consumer-behavior researchers call Cooper’s expectation of $4 deodorant a reference price.

A yearslong run of higher prices has unmoored many Americans’ expectations of what daily purchases should cost, from a cup of coffee to a package of paper towels. Shoppers are also put off by paying the same or higher prices for smaller amounts of stuff, what’s known as shrinkflation

Read the whole story (subscription may be required): The Wall Street Journal

More of our Members in the Media >

APS regularly opens certain online articles for discussion on our website. Effective February 2021, you must be a logged-in APS member to post comments. By posting a comment, you agree to our Community Guidelines and the display of your profile information, including your name and affiliation. Any opinions, findings, conclusions, or recommendations present in article comments are those of the writers and do not necessarily reflect the views of APS or the article’s author. For more information, please see our Community Guidelines.

Please login with your APS account to comment.