Why consumers don't always take advantage of sales

Research from Stanford's Stephan Seiler says time constraints keep supermarket shoppers from finding best prices.

In trying to lure customers into their stores, retailers often run promotions, temporarily lowering prices on specific products by as much as 20% to 30%. Consumers, though, don't always take advantage of these deals, even if they're for items that they buy fairly often. Stephan Seiler, assistant professor of marketing at the Stanford Graduate School of Business, thinks he's found the reason customers pass up good deals: Too often, they aren't even aware that a promotion is going on ... READ MORE

Released by Stanford Graduate School of Business - 7 February 2013