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AAP

Alex Mitchell

Psychological tricks behind supermarket discounts

Coles Paul Harrison Woolworths ACCC

Experts say buyers have a fear of missing out when confronted by supermarket discounts. (Con Chronis/AAP PHOTOS)

The psychology of supermarket shoppers is in focus as Coles and Woolworths stand accused of sneaky price practices.

The grocery giants are headed to court after the consumer watchdog launched legal action against them for allegedly breaking consumer law with misleading discount pricing claims.

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