Shoppers are less peeved by cost hikes due to scarcity – but retailers more often blame their own rising costs

Shoppers are increasingly hunting for value, which puts the onus on businesses to tread carefully when justifying price hikes.

By: Hoorsana Damavandi, University of Tennessee; Kersi D. Antia, Ivey Business School, and Praveen K. Kopalle, Dartmouth College, The Conversation

Outlets: The Conversation

Published: September 3, 2026

Words: 882

Last Updated: 1 month, 2 weeks ago

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By Hoorsana Damavandi, University of Tennessee; Kersi D. Antia, Ivey Business School, and Praveen K. Kopalle, Dartmouth College

Over the past few years, consumers have been hit with a steady stream of price hikes on everything from groceries to streaming subscriptions.

And more are coming: 55% of companies in a recent survey by the consultancy KPMG say they plan to increase their prices within the next six months.

Given significant customer backlash and …

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