Abstract
This study draws upon script theory to examine deal-proneness among grocery shoppers. Set in a New Zealand city, the study tested the proposition that shoppers with a written shopping list will buy fewer items ‘on promotion’ in the supermarket than their non-list counterparts. Preliminary analysis detected little difference in purchase incidence and expenditure upon on promotion items by these two groups. However, once 145 items that were both on promotion and on shoppers' lists were withdrawn from the analysis, the resultant statistically significant differences in the hypothesized direction suggested that non-list shoppers are more deal-prone.
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