The Impact of Comparative Food Price Information on Consumers and Grocery Retailers: Some Preliminary Findings of a Field Experiment (original) (raw)

The unwavering support of University and USDA officials in the face of opposition from some parts of the grocery industry is recognized, appreciated and admired. Finally, the authors are indebted to James K. Binkley, Richard L. Kohls, and Lee F. Schrader for helpful comments on an earlier draft. 'That misperceptions exist is crucial, for without misperceptions the existing dispersion could reflect price differences for differentiated products endorsed by a fully-informed buying public (i.e., price differences reflective of consumers' true preferences).