The authors analyze cherry-picking in the context of grocery shopping, comparing the behavior of consumers who visit two grocery stores on the same day (8% of shopping trips) with single-store shoppers. The authors find cherry-picking to be consistent with rational economic behavior. Cherry pickers benefit by saving 5% more per item while buying systematically (67%) larger market baskets.
Methodology IRI panel covering a 2-year period in Chicago
Source Journal of Marketing
January 2005, Vol. 69, No. 1, pp. 46-62