The effect of consumer education on unit price usage : an early exploratory study

Consumer awareness and usage of Unit Price (UP) information continues to hold academic interest. Originally designed as a device to enable shoppers to make comparisons between grocery products, it is argued consumers still lack a sufficient understanding of the device. Previous research has tended to focus on product choice, effect of time, and structural changes to price presentation. No studies have tested the effect of UP consumer education on grocery shopping expenditure. Supported by distributed learning theories, this is the first study to condition participants over a twenty week period, to comprehend and employ UP information while shopping. A 3x5 mixed factorial design was employed to collect data from 357 shoppers. A 3 (Control, Massed, Spaced) x 5 (Time Point: Week 0, 5, 10, 15 and 20) mixed factorial analysis of variance (ANOVA) was performed to analyse the data. Preliminary results revealed that the three groups differed in their average expenditure over the twenty weeks. The Control group remained stable across the five time points. Results indicated that both intensive (Massed) and less intensive (Spaced) exposure to UP information achieved similar results, with both group reducing average expenditure similarly by Week 5. These patterns held for twenty weeks, with conditioned groups reducing their grocery expenditure by over 10%. This research has academic value as a test of applied learning theories. We argue, retailers can attain considerable market advantages as efforts to enhance customers’ knowledge, through consumer education campaigns, can have a positive and strong impact on customer trust and goodwill toward the organisation. Hence, major practical implications for both regulators and retailers exist.

Mrs. Consumer's dollar; an aid in consumer education,

Mode of access: Internet.

The status and future of consumer education.

"Purpose and development" signed: Joseph DeBrum ... [and] W. Harmon Wilson.

Consumer education in Illinois schools, 2000 /

"This publication is intended to assist teachers in planning an instructional program in consumer education to meet the state requirements as outlined in The School Code of Illinois."--P. 1.

Consumer education in Illinois schools, grades 8-12.

Mode of access: Internet.

An annotated bibliography for consumer and homemaking education /

Cover title.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.

Consumer alert

The South Carolina Department of Consumer Affairs publishes Consumer Alerts to alert the public, businesses, and government agencies about scams, product recalls and consumer education.