The Market Basket Paradox: Is Saving a Fortune Worth Losing Your Sanity? A Deep Dive into New England's Grocery Civil War

Welcome to the New England Grocery Thunderdome

It’s 2:00 PM on a Saturday in Massachusetts. A palpable tension hangs in the air, a low hum of anxiety mixed with the scent of rotisserie chicken and existential dread. This is the witching hour at Market Basket. Inside, a scene of controlled chaos unfolds. Carts, piloted with the aggressive demeanor of NASCAR drivers in the final lap, narrowly avoid collisions in aisles designed for a bygone era of smaller people and more modest appetites. Shoppers stand frozen, caught in the grip of what Reddit users have aptly named "Market Basket Paralysis (MBP)," a state of decision-induced catatonia that renders them utterly oblivious to the human traffic jam forming behind them. It has been called a "zoo," a "circus," and, in its most intense incarnation, the "Somerville Thunderdome"—a place where only the strong, or at least the strategically nimble, survive.

For many New Englanders, this is not just grocery shopping; it is a weekly pilgrimage, a ritual of fiscal prudence that borders on a sacred institution. For others, it is a baffling form of self-inflicted punishment. They stand across the street, figuratively and literally, in the serene, spacious, and blissfully uncrowded aisles of a Shaw's or a Stop & Shop, wondering what kind of madness could possess someone to endure the Basket. They argue that the supposed savings are "nonsense" when weighed against the sheer stress, the cramped conditions, and the checkout lines that snake back to the dairy case. Shaw's, they contend, is the civilized option—the clear choice for anyone who values their time and their sanity.

This is the great New England grocery civil war, a conflict waged not with muskets on a village green but with shopping carts in the frozen food section. It is a battle between two deeply held, and seemingly incompatible, American values: the deep-seated desire to get a good deal and the desperate plea for a convenient, stress-free existence. The central question is not simply "Which store is better?" but rather, "What is the true cost of a bargain?" When does the convenience value of a pleasant shopping experience outweigh the monetary value of a lower grocery bill?

This analysis will dissect the Market Basket Paradox by examining the four key battlegrounds of this regional conflict: the undeniable, often shocking, price gap between the stores; the radically different in-store experiences and the hidden strategies that shape them; the surprising data on product quality that challenges the "you get what you pay for" axiom; and the underlying economic principles that can help any shopper calculate whether they are truly saving money or just paying with a different currency—their time. The notion that choosing Market Basket is "nonsense" will be put to the test, revealing that for hundreds of thousands of shoppers, the decision to brave the chaos is not an act of blind loyalty, but a calculated economic choice that is far more rational than it appears.

The Receipt Doesn't Lie: A Brutally Honest Look at the Price Gap

Before delving into the psychological trauma of navigating a crowded aisle, one must first confront the cold, hard numbers. The foundational belief of the "Basket Case"—the loyal Market Basket shopper—is that the savings are not just real, but substantial enough to justify the ordeal. Anecdotal evidence and regional reputation have long supported this claim, but a deeper look at comparative pricing studies reveals a financial gap so wide it can feel less like a grocery store rivalry and more like a different economic reality.

The Big Picture: Annual Savings in the Thousands

Consumer watchdog groups have repeatedly put these stores to the test, and the results are consistently, almost brutally, one-sided. A comprehensive survey by Consumers' Checkbook, which shopped a 154-item list of common goods, found that Market Basket's prices were, on average, a staggering 18% lower than the all-store average in the Boston area. For a family spending $250 a week on groceries, this percentage translates into a concrete and significant figure: over $2,300 in annual savings. This is not a matter of a few cents here and there; it is the equivalent of a property tax payment, a family vacation, or a substantial contribution to a retirement account.

In the same study, Stop & Shop's prices were found to be about 5% lower than the average, a respectable but far less impactful figure. Shaw's, along with its sister store Star Market, consistently lands at the high end of the price spectrum. One analysis noted that Shaw's parent company, Albertson's, tends to have the highest prices of all conventional supermarkets in every market surveyed, a distinction often matched with "dreadful" customer ratings. The conclusion from the data is unequivocal: the price difference is not a myth. It is a measurable, predictable, and financially significant reality.

An Item-by-Item Takedown

To understand the real-world impact of these percentages, one must look at the shelf-level price tags. It is here that the abstract 18% difference becomes a series of small, shocking financial decisions. In one now-infamous comparison, a pound of Land O'Lakes butter cost $7.49 at Shaw's, while the exact same product was priced at $3.99 at Market Basket. This is not a sale price or a special promotion; it is a baseline difference of 47% on a single, common staple. The pattern repeats across the store. A reporter in Gloucester, Massachusetts, took the same five-item shopping list to all three chains and found the total bill was $18.52 at Market Basket, $23.64 at Stop & Shop (27% more), and an astounding $27.71 at Shaw's (nearly 50% more).

More recently, a 10-item breakfast-themed shopping trip conducted by The Boston Globe cemented Market Basket's victory. The basket, which included a mix of name-brand and store-brand items like eggs, bacon, oat milk, and Cheerios, totaled just $38.28 at Market Basket, crowning it the cheapest option against competitors like Stop & Shop, Star Market, and even the highly-regarded Wegmans. The evidence is best illustrated by a direct comparison of common grocery items, which demonstrates how these savings accumulate over a single shopping trip.

The Business Models Behind the Bargains

This persistent price gap is not accidental; it is the direct result of fundamentally different corporate philosophies and business models. Market Basket operates on a lean, ruthlessly efficient strategy reminiscent of discount chains like Aldi and Lidl. The company maintains a small corporate staff, streamlines purchasing by stocking its stores with similar products, and focuses on generating profit through high sales volume rather than high margins. The money that other chains pour into advertising, elaborate store decor, and complex digital loyalty programs is instead invested directly into lowering the shelf price. This high-road approach extends to its employees, who are paid well and offered profit-sharing plans, resulting in low turnover and a deeply experienced workforce that contributes to the company's efficiency and profitability.

In stark contrast, Shaw's and Stop & Shop are cogs in much larger corporate machines—Albertson's and Ahold Delhaize, respectively. These corporations have historically struggled to compete on price and are now engaged in a massive, multi-year effort to play catch-up. Both have announced significant price-lowering initiatives and store remodeling campaigns designed to win back customers. However, their core model remains different. They rely on creating the perception of value through weekly flyers and sophisticated loyalty programs, like Shaw's "For U" app, which requires customers to actively "clip" digital coupons and share their data to unlock the best prices. This creates two distinct shopping paradigms. Obtaining value at Shaw's or Stop & Shop requires active work from the consumer—a "hunter-gatherer" approach to finding deals. At Market Basket, the savings are passive and built-in; it is a "farmer's" guarantee of a consistently low-cost harvest.

This dynamic has a fascinating ripple effect across the entire New England grocery landscape. The mere presence of a Market Basket acts as a powerful deflationary force, creating a "gravitational pull" on the prices of its competitors. The Consumers' Checkbook survey revealed that while Stop & Shop's prices were, on average, 5% lower than Shaw's, there was significant price variation between its own locations. The lowest-priced Stop & Shop stores were, perhaps not surprisingly, those located in direct geographic competition with a Market Basket. This demonstrates that Market Basket's business model saves consumers money even if they never set foot inside one. Its existence as a low-price anchor prevents regional price gouging and forces every other chain to sharpen its pencil, benefiting all shoppers in the marketplace.

A Tale of Two Aisles: Deconstructing the Shopping "Vibe"

While the financial case for Market Basket is compelling, the user's core complaint is not about money, but about the experience. The argument is that the savings are nullified by the high cost paid in stress, time, and personal space violations. This is the emotional heart of the debate, and the anecdotal evidence is overwhelmingly in favor of the critic.

To deny the chaos of Market Basket would be to deny a fundamental truth of New England life. The stores are, by nearly every account, a "madhouse". The aisles are objectively narrow—one shopper measured them as being a couple of feet thinner than at other stores—and made even more treacherous by the common practice of using floor space for additional product displays. This creates an environment where shoppers must develop what one Reddit user called the "1000-yard stare and the aggressive cart demeanor of a Busch League NASCAR driver" simply to procure a gallon of milk. The experience is so consistently overwhelming that regulars have developed elaborate survival strategies, such as only shopping late at night or during off-peak weekday hours, and treating any trip on a weekend or before a holiday as a descent into a retail vortex.

However, to paint Shaw's and Stop & Shop as universally serene and civilized is to oversimplify the reality. While their higher prices do often lead to fewer crowds, the customer experience is far from consistently superior. Consumer surveys and online forums are rife with complaints about the inconsistency of these chains. Depending on the location, a Stop & Shop can feel modern and clean or, as one commenter put it, like "the reject store". Others describe the atmosphere as "poor," with decor that feels stuck in the 1990s. The shopping experience at these chains is highly variable, and a higher price tag is no guarantee of a pleasant environment.

The most potent counter-argument to the "Market Basket is stressful" narrative lies at the very end of the shopping trip: the checkout. In an era of ever-expanding self-checkout corrals, Market Basket stands as a defiant Luddite. The chain has famously refused to install a single self-checkout machine in any of its stores. This is not a failure to modernize but a deliberate philosophical and strategic choice, rooted in founder Arthur Demoulas's belief in the value of "a human being waiting on another human being". While this policy can contribute to long lines, especially during peak hours, the company compensates with a strategy that has become a rarity in modern retail: they open nearly every available checkout lane and staff each one with both a cashier and a dedicated bagger. This human-powered efficiency often moves lines with surprising speed and provides a level of service—having one's groceries bagged—that has been largely eliminated by competitors in the name of cost-cutting.

This reveals a deeper truth about the two experiences. The stress at Market Basket is not a sign of a failing business model; it is the physical manifestation of its overwhelming success. The crowds, the cart-bumping, and the logistical bottlenecks are the inevitable symptoms of a value proposition so compelling that it attracts a volume of customers that its physical infrastructure can barely contain. The friction is not a design flaw; it is the friction created by overwhelming demand.

From this perspective, the "no self-checkout" policy appears as a brilliant piece of psychological engineering. On the surface, it seems counterintuitive. Yet, it accomplishes several strategic goals at once. First, it reinforces the company's pro-employee reputation by creating more jobs. Second, it provides a tangible, old-fashioned service (grocery bagging) that adds a touch of perceived value to an otherwise no-frills experience. Finally, and most importantly, it ensures that the customer's last interaction in the store is not with a frustrating, impersonal machine ("Please place the item in the bagging area"), but with two human beings. This transforms a potential source of friction—the checkout line—into a powerful reinforcement of the company's core brand identity, turning an operational decision into a marketing masterstroke.

The Opportunity Cost of a Good Deal: Are You Paying with Time Instead of Money?

The debate between a chaotic trip to Market Basket and a placid stroll through Shaw's can be perfectly framed by a simple economic concept: opportunity cost. In essence, opportunity cost is the value of the next-best alternative that is given up when a decision is made. When a shopper chooses to drive an extra 15 minutes, spend an additional 30 minutes navigating crowded aisles, and wait 15 minutes in a checkout line to save $40 at Market Basket, the monetary savings are clear. The opportunity cost, however, is the one hour of their life they will never get back, and the value they place on their own peace of mind.

This calculation is not the same for everyone. Economic research shows that how individuals value their time is deeply connected to their income, their profession, and their stage of life. A high-earning professional in their 40s, juggling a demanding career and family responsibilities, has a very high opportunity cost of time. For them, an extra hour spent grocery shopping is an hour not spent working, with family, or simply decompressing. They are, in effect, "time-poor" and are often willing to pay a monetary premium for services and experiences that are faster and more convenient. Conversely, a retiree on a fixed income or a young family starting out may have a lower opportunity cost of time but a much higher sensitivity to price. They are more willing to "spend" their time to save money.

This provides a rational, non-judgmental framework for understanding the grocery divide. The choice is not about which store is objectively "better," but which store's value proposition aligns with the individual's personal economic reality. One can even quantify this trade-off by calculating a personal "Market Basket Wage." If a shopping trip to Market Basket saves $40 compared to Shaw's but requires one extra hour of total time and effort, the shopper has effectively paid themself $40 per hour, tax-free, to act as their own professional bargain hunter. The question then becomes a simple financial one: is an hour of one's free time worth more or less than $40? For many, the answer is a resounding "no," making the higher prices at Shaw's a logical expense. For many others, earning the equivalent of $40 per hour to endure some mild inconvenience is an incredibly good deal.

The psychological cost, what academics might term "retail friction," is also a valid part of the equation. For some individuals, the stress of a crowded, high-friction environment is so significant that it outweighs any potential savings. This can even lead to what is known as "retail therapy," where consumers deliberately choose more pleasant (and expensive) shopping environments as a way to cope with stress or improve their mood.

Ultimately, this reveals that the two chains are not truly competing for the same customer at the same time. They are catering to fundamentally different, and often mutually exclusive, consumer value systems. Shaw's and Stop & Shop, with their wider aisles, lower crowds, and higher prices, are implicitly marketing to the "time-poor, money-rich" consumer. Their value proposition is speed, convenience, and low psychological friction. The customer pays a premium to get in, get out, and avoid an emotional breakdown in the cereal aisle. Market Basket is the undisputed champion for the "money-poor" (or simply more frugal) consumer. Its value proposition is the maximization of purchasing power, even at the cost of time and patience. The frustration expressed by critics often stems not from a flaw in the store's model, but from a fundamental mismatch between their personal valuation of time and the demographic Market Basket is built to serve.

The Great Produce Debate: Does More Expensive Mean Fresher?

A core, often unspoken, assumption in the argument for higher-priced supermarkets is that the premium paid must correlate with a higher quality product. The pleasant atmosphere, the wider aisles, and the higher price tag at a Shaw's or Stop & Shop create a halo effect, leading many to believe that the produce must be fresher and the meat must be of a higher grade. However, data from consumer surveys suggests this assumption is not only wrong but may, in fact, be the exact opposite of the truth.

Multiple independent surveys have delivered a damning verdict on the quality of perishables at the region's more expensive chains. A Consumers' Checkbook report found that Shaw's, Star Market, and Stop & Shop all received very low ratings from their own surveyed customers for the quality of their fresh produce and meats. In one survey, only 27% of Stop & Shop customers and 29% of Shaw's customers rated the "overall quality" of their chosen store as "superior". This data directly undermines the entire "you get what you pay for" argument. Customers are paying some of the highest prices in the region for a product that they themselves rate as mediocre.

The counterintuitive reason for this may lie in the very thing that makes Market Basket so stressful: its crowds. The freshness of perishable goods like produce, meat, and dairy is a direct function of turnover—how quickly the product moves from the delivery truck to the customer's cart. The "madhouse" environment at Market Basket, driven by its low prices, ensures an incredibly high rate of product turnover. As one online commenter logically concluded, the produce and meat simply do not have time to sit on the shelves and degrade. In contrast, the quiet, uncrowded aisles that make Shaw's a more pleasant place to shop are a direct indicator of lower sales volume. This means the same batch of apples or ground beef is likely to sit on the shelf for a longer period, potentially leading to a less fresh product.

This creates the ultimate grocery paradox: the very attribute that customers prize as a feature of the shopping experience (a quiet, uncrowded store) may be a direct cause of a lower-quality product. The customer at a higher-priced, less-crowded store may be paying a premium for a pleasant atmosphere that inadvertently contributes to a less fresh selection of food.

While Market Basket may not always receive the absolute highest marks for quality—a title often won by the even more expensive Wegmans—it consistently receives good to very good ratings for "overall quality," a remarkable achievement given its rock-bottom prices. This performance solidifies its position as the undisputed king of value: the optimal intersection of acceptable-to-good quality and astonishingly low cost.

How to Win the Grocery War: A Strategic Guide for the New England Shopper

The long-standing feud between the frugal loyalists of Market Basket and the convenience-seeking patrons of Shaw's and Stop & Shop is not based on "nonsense." It is a rational conflict rooted in different personal valuations of time, money, and stress. The data is clear: Market Basket's savings are substantial and undeniable, its chaotic atmosphere is a direct byproduct of its success, and its product quality is surprisingly robust, often exceeding that of its more expensive rivals. The decision to shop there is a logical calculation, not a blind tradition. For those willing to navigate this complex battlefield, victory—in the form of both a full pantry and a sane mind—is possible with the right strategy.

For the Aspiring "Basket Case" (You want the savings, but fear the chaos)

For those tempted by the thousands in annual savings but intimidated by the store's reputation, a tactical approach is required. This is not a casual errand; it is a mission.

• Timing is Everything: The single most important factor is timing. Avoid weekends, the day before a holiday, and the after-work rush (5-7 PM on weekdays) at all costs. The optimal times are early on a weekday morning—some stores reportedly even allow shoppers in before the posted opening time—or in the last hour before closing.

• Plan Your Attack: Before leaving the house, consult the store's online aisle guide. Map out a route. A well-planned list that follows the store's layout can turn a meandering, stressful slog into a swift, efficient operation.

• Master the Cart: If the shopping list is short, use a hand basket. It provides superior maneuverability and forces discipline. For a full-scale stock-up, embrace the "NASCAR driver" mentality: be aware, be decisive, and never, ever stop in the middle of the aisle.

For the Devoted Shaw's/Stop & Shop Loyalist (You value convenience above all)

For those who have rationally decided their time and sanity are worth the premium, the goal is to mitigate the financial damage. It is possible to shop at these stores without feeling completely fleeced.

• Become an App Warrior: The only way to make Shaw's or Stop & Shop financially viable is to become a power user of their loyalty apps. The Shaw's "For U" program, in particular, offers significant personalized deals, but they must be "clipped" digitally before checkout. This requires weekly effort but can dramatically lower the final bill.

• Hunt the Clearance Aisle: These stores are often a goldmine for clearance items. Shaw's is known for its 50% off bakery section for items nearing their expiration date and for marking down products with minor packaging damage. These sections are where the true bargains are hidden.

• Be a Perishables Skeptic: Given the consistently poor customer ratings for produce and meat quality, be an exceptionally discerning shopper in these departments. A customer paying a premium price has the right to demand premium quality. Inspect items carefully and do not hesitate to pass on anything that looks subpar.

For the Enlightened Hybrid Strategist (The True Winner)

The smartest shoppers in New England know that true loyalty is not to a single store, but to a strategy. The ultimate path to victory in the grocery war is to abandon the idea of a one-stop shop and embrace a hybrid approach that leverages the strengths of each chain.

This strategy involves using Market Basket for a large, periodic stock-up of pantry staples, non-perishables, canned goods, drinks, and frozen foods—items where the quality is consistent and the price savings are greatest. This minimizes exposure to the chaotic environment while maximizing the financial benefit. Then, use Shaw's, Stop & Shop, or a local farm stand for quick, targeted trips for specific items that are on a deep sale, for high-quality specialty products, or simply on days when the thought of facing the Basket is too much to bear. This hybrid model allows the shopper to capture the bulk of Market Basket's savings while still enjoying the convenience and lower stress of its competitors for smaller, more frequent errands. It is the grand compromise that maximizes both savings and sanity, declaring a personal ceasefire in the New England grocery civil war.

Works cited

1. Market Basket Paralysis (MBP) : r/massachusetts - Reddit, https://www.reddit.com/r/massachusetts/comments/1m1b9je/market_basket_paralysis_mbp/ 2. Market basket or Hannaford? : r/newengland - Reddit, https://www.reddit.com/r/newengland/comments/1ivpmbo/market_basket_or_hannaford/ 3. Market Basket is a Circus : r/Somerville - Reddit, https://www.reddit.com/r/Somerville/comments/1iggo53/market_basket_is_a_circus/ 4. Well well well Market Basket. Here we go again. : r/massachusetts - Reddit, https://www.reddit.com/r/massachusetts/comments/1kyecgn/well_well_well_market_basket_here_we_go_again/ 5. New England's Grocer Battle: Hannaford, Shaw's, or Market Basket?, https://wcyy.com/best-new-england-grocery-store-hannaford-shaws-market-basket/ 6. SouthCoast Supermarkets Ranked by Price - FUN 107, https://fun107.com/southcoast-grocery-store-price-comparison/ 7. New ratings reveal which local grocery stores offer best prices and ..., https://www.boston25news.com/news/local/new-ratings-reveal-which-local-grocery-stores-offer-best-prices-quality/UF27BZUHRJBM3KKEAR3QC74SXY/ 8. Which Grocery Stores Offer the Best Prices and Quality? - Boston Consumers' Checkbook, https://www.checkbook.org/boston-area/supermarkets/articles/Which-Grocery-Stores-Offer-the-Best-Prices-and-Quality-2057 9. Thanksgiving dinner prices: Comparison of 2024 Massachusetts grocery stores - YouTube, https://www.youtube.com/watch?v=WmZ1Rxqogw8 10. Comparison Shopping Gloucester's Big Three Supermarkets Stop and Shop, Market Basket and Shaws, https://goodmorninggloucester.com/2013/02/16/comparison-shopping-gloucesters-big-three-supermarkets-stop-and-shop-market-basket-and-shaws/ 11. Is Market Basket still the cheapest grocery store in the Boston area ..., https://www.youtube.com/watch?v=03esZJAHLMU 12. The Cheapest Grocery Stores in America 2025 - Ramsey Solutions, https://www.ramseysolutions.com/budgeting/cheapest-grocery-store 13. The Clever Ways Market Basket Manages To Stay Affordable - Tasting Table, https://www.tastingtable.com/1975302/how-market-basket-stays-affordable/ 14. Is Stop & Shop better or worse compared to other grocery stores : r/massachusetts - Reddit, https://www.reddit.com/r/massachusetts/comments/1e3vdhe/is_stop_shop_better_or_worse_compared_to_other/ 15. What's Lost in the Market Basket Stories | Economic Policy Institute, https://www.epi.org/blog/whats-lost-market-basket-stories/ 16. Is Stop and Shop Going Out of Business? Latest Updates on Closures & Future Plans 2025, https://entrepreneurs.ng/is-stop-and-shop-going-out-of-business/ 17. Stop & Shop says it's lowering prices at every store in eastern Massachusetts - CBS News, https://www.cbsnews.com/boston/news/stop-shop-prices-lower-stores/ 18. Stop & Shop Lowers Everyday Prices on Thousands of Items at All Stores in Eastern Massachusetts - Franklin Matters, https://www.franklinmatters.org/2025/08/stop-shop-lowers-everyday-prices-on.html 19. How Stop & Shop has evolved its store remodeling strategy over the last 6 years, https://www.grocerydive.com/news/stop-shops-remodel-program-ahold-delhaize/718772/ 20. Shaws for U FAQ, https://www.shaws.com/faq/foru.html 21. Market Basket : r/SalemMA - Reddit, https://www.reddit.com/r/SalemMA/comments/185hhlp/market_basket/ 22. If you're not grocery shopping at Market Basket, you are getting ripped off : r/massachusetts, https://www.reddit.com/r/massachusetts/comments/1ifys0h/if_youre_not_grocery_shopping_at_market_basket/ 23. Here's how busy one Boston area Market Basket is - YouTube, https://www.youtube.com/watch?v=o5sMhFygv8I 24. Stop & Shop vs. Shaws - Where do you go? : r/boston - Reddit, https://www.reddit.com/r/boston/comments/dgnsk/stop_shop_vs_shaws_where_do_you_go/ 25. Will Stop & Shop Be Able To Survive After Its Store Closures? - RetailWire, https://retailwire.com/discussion/will-stop-shop-be-able-to-survive-after-its-store-closures/ 26. Why There's No Self-Checkout Lanes at Maine Market Basket Stores - 94.3 WCYY, https://wcyy.com/market-basket-maine-self-checkout-lane-why/ 27. No Self-Checkout Ever - And Other Fun Facts About Market Basket - Boston's ROCK 92.9, https://rock929rocks.com/2023/09/28/no-self-checkout-ever-and-other-fun-facts-about-market-basket/ 28. Real-Life Examples of Opportunity Cost | St. Louis Fed, https://www.stlouisfed.org/open-vault/2020/january/real-life-examples-opportunity-cost 29. Opportunity Cost - Econlib, https://www.econlib.org/library/Topics/College/opportunitycost.html 30. Opportunity Cost and Tradeoffs - YouTube, https://www.youtube.com/watch?v=uorrlWJ23Mg 31. The Temporal Dimension of Shopping Behavior - Scirp.org, https://www.scirp.org/journal/paperinformation?paperid=107204 32. The Price of Time | Chicago Booth Review, https://www.chicagobooth.edu/review/price-time 33. The symbolic value of time - Columbia Business School, https://business.columbia.edu/sites/default/files-efs/citation_file_upload/Symbolic%20Value%20of%20Time%20Paper%20pdf.pdf 34. The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment - Harvard Business School, https://www.hbs.edu/ris/download.aspx?name=19-080.pdf 35. The Impact of Increasing Search Frictions on Online Shopping Behavior: Evidence from a Field Experiment - Working Paper - Faculty & Research - Harvard Business School, https://www.hbs.edu/faculty/Pages/item.aspx?num=55625 36. Retail Therapy Hijacked the Speed Economy - Cognition Today, https://cognitiontoday.com/retail-therapy-hijacked-the-speed-economy/ 37. The Emotional Dimensions of Retail Therapy: A Literature Review - ResearchGate, https://www.researchgate.net/publication/383773484_The_Emotional_Dimensions_of_Retail_Therapy_A_Literature_Review 38. Why Some People Shop When They're Stressed | Psychology Today, https://www.psychologytoday.com/us/blog/consumption-and-lifestyles/202410/the-roots-of-retail-therapy 39. Market Basket Among Top Grocery Stores in Massachusetts, But Which One Is #1?, https://hot969boston.com/2023/06/05/market-basket-among-top-grocery-stores-in-massachusetts-but-which-one-is-1/ 40. Report outlines which New England grocery stores have the best quality and price, https://www.youtube.com/watch?v=_wEx83Df1XU 41. Massachusetts, New England grocery stores ranked by consumer nonprofit - Reddit, https://www.reddit.com/r/massachusetts/comments/ze5mxl/massachusetts_new_england_grocery_stores_ranked/ 42. Shopper's Guides By State - Market Basket, https://www.shopmarketbasket.com/market-basket-stores-shoppers-guide-by-state/ 43. Grocery chain evaluations - Kitchen Consumer - eGullet Forums, https://forums.egullet.org/topic/161478-grocery-chain-evaluations/