Unit pricing (i.e., displaying prices per unit of volume or weight) is deemed helpful for grocery shoppers. Many countries mandate that supermarkets provide unit prices. However, consumers only make limited use of unit pricing. Consumer advocates attribute this to the poor and inconsistent...

Unit pricing refers to the display of an item's price per unit measure (e.g., per ounce). The present study experimentally investigates how the presence of unit price information affects consumers' grocery purchase decisions and shopping task perceptions in the common situation where prepackaged...

Purpose This paper aims to first investigate how unit pricing affects consumers’ grocery purchase decisions and perceptions of the shopping task’s information load. The second goal is to test how time pressure enhances the behavioural and perceptual effects of displaying unit prices....