School of Business

VCU Blogs

“Shrinkflation is sort of like the evil little twin brother of inflation,” said Christopher Herrington, an associate professor of economics at Virginia Commonwealth University. “If I’m a retailer and I want to raise prices on what I’m selling but I know consumers are going to be attuned to that, I can do it in a back handed way by shrinking the size or the quantity of what I’m selling, instead of actually changing the sticker price.”

Read the full article on the 8 News, WAVY website


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