Female shoppers are hostages to the gimmick of coupons

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The Wall Street Journal on Oct. 17 reported that food companies, realizing that increasingly men are doing the grocery shopping, are gearing their marketing to appeal to them. If this is true, I wonder if coupon-clipping and membership cards that suggest savings will be thought to be the gimmicks that entice them.

Right now women are being held hostage to such advertising. Do women not realize that the time they spend clipping coupons, then sorting through them in check-out aisles, takes away time they could spend more profitably? Do women not realize how they are infantilized by such appeals, which are no more than the paper-doll cutting they did as little girls? Do most women not just wish that stores would reduce their prices and eliminate these games?

Many Pittsburgh women have jobs, taking up their precious time. As we quickly go through the aisles of grocery stores after work, we pull down the products we need. Coupon-clipping suggests browsing which most women nowadays do not do. My mother clipped coupons, but I refuse to.


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