Inflation continues to impact the buying power of consumers. To further exacerbate the situation, companies not only raise prices, they also employ ‘shrinkflation’ to shrink the amount of food or product that a prepackaged unit holds. Whether it be packages of toilet paper, cartons of juice, or containers of ice cream, consumers have been paying more for less for years. Clever packaging using opaque definitions of servings, or labeling packages as “family sized” or “improved” have created sufficient “smoke and mirrors” to keep consumers off guard and lull them into a calming state when shopping. Such marketing techniques are the work of consumer magicians, creating an illusion of greater
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