Shop like a pro

shoppingWith sales scattered all over town, what’s a smart shopper to do?

Says the Journal of Applied Psychology, almost all shoppers get drawn in by
the huge discounts, but the smart ones pay attention to the original prices.  Here’s why.  If the original price is pretty good, then the sale price will probably be
amazing.  But, if the original price makes you cringe, then you’ll have to look really closely at that sale price.  At the end of the day, you don’t want to walk out of the store with $50 gym shorts (huge discount or not) when you could’ve picked them up for 10 bucks elsewhere.

Smart shoppers pay attention to original prices!

It’s your keen smarts that will be your cost saver.  Pay attention to your bottom dollar, because, when all is said and done, we want each dollar to stretch as far as possible!


  • Percentage Discounts, Initial Price, and Bargain Hunting: A Heuristic Systematic Approach to Price Search Behavior. Darke, P., Freedman, J., Chaiken, S. Journal of Applied Psychology, October 1995 Vol. 80, No. 5, 580-586.

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