Bargain Junkies Are Beating Retailers at Their Own Game | Magazine

Bargain Junkies Are Beating Retailers at Their Own Game | Magazine: "Super-couponers complicate this theory considerably. According to Donald Lichtenstein, a professor of marketing at the University of Colorado at Boulder, super-couponers have learned to ignore “acquisition utility,” the pleasure and value one obtains from, say, a box of cereal. Instead, they peg their shopping decisions to “transaction utility,” the difference between what they’re getting the cereal for and what they think the cereal is supposed to cost. In other words, super-couponers don’t perceive a grocery item as food, at least not until they exit the store and serve it for breakfast. On the shelf and in the cart, the super-couponer evaluates products with the cold-eyed calculus of a trader."