Thursday AM November 20th, 2008

With the latest drop in consumer prices, things we buy are getting cheaper. That could actually brighten the Christmas shopping outlook. But as Jack Williams reports, one marketing expert says consumers may be slowly changing how they spend their money.
image of consumer shoppingConsumer prices dropped one percent in October, the steepest one-month drop in the coast of living since 1947. That means we're paying less for a lot of the things we buy. Jacqueline Cason is a marketing professor at the University of Houston's Bauer College of Business.

"Retailers are hoping we are going to respond to lower prices and if we perceive these as better deals, then yes, we will buy."

But Cason says she's senses a subtle shift in the way consumers look at spending.

"I don't see the shift in the behavior yet. But I think there's more consciousness now about what people are doing and a more thoughtfulness in the choosing of things, whereas before I think we were more on automatic pilot."

With the exception of energy and food, core prices fell last month for the first time in more than 25-years.
Bio photo of Jack Williams

Jack Williams

Director of News Programming

News Director Jack Williams has been with Houston Public Radio since August of 2000. He's also a reporter and anchor for Houston Public Radio's local All Things Considered segments...