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The Effect of Expiration Dates and Perceived Risk on Purchasing Behavior in Grocery Store Perishable Categories

Michael Tsiros and Carrie M. Heilman
Journal of Marketing
Vol. 69, No. 2 (Apr., 2005), pp. 114-129
Stable URL: http://www.jstor.org/stable/30162048
Page Count: 16
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The Effect of Expiration Dates and Perceived Risk on Purchasing Behavior in Grocery Store Perishable Categories
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Abstract

In this article, the authors examine consumers' behavior with respect to expiration dates for grocery store perishable products. A better understanding of such behavior can both guide efforts to educate consumers about the risks associated with perishables that are approaching their expiration dates and help managers implement effective promotional strategies for these products throughout the course of their shelf lives. Both of these approaches can help reduce waste due to spoilage.

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