Stilley, Karen M.; Inman, J. Jeffrey; Wakefield, Kirk L. - In: Journal of Consumer Research 37 (2010) 2, pp. 264-278
We propose that consumers have mental budgets for grocery trips that are typically composed of both an itemized portion and in-store slack. We conceptualize the itemized portion as the amount that the consumer has allocated to spend on items planned to the brand or product level and the in-store...