They used six more expensive brands and six less expensive brands that were all found at the grocery store. They found that more words and a higher reading level were found on the expensive chips, while fewer words and a lower reading level were found on the cheaper chips. Distinctive tactics used on expensive chips included describing the uniqueness of the chip, using comparative tactics (such as "deemed the best in America"), and negation. Additionally, denial was fourteen times more prevalent on expensive chips than on cheaper chips. This included expressions including words such as "no", "no", "n't" and others (such as "no preservatives"). Researchers have indicated that this is a traditional attempt used by the upper class to distinguish them from the lower class. For cheaper chips, distinctiveness was still used, but explaining the history of a chip and emphasizing the tradition associated with it. The researchers also noted that both classes value authenticity, characterizing the upper class as those who value natural authenticity, while the lower class values ​​traditional authenticity. Overall, while this study is not a conclusive overview of the class divide prevalent in grocery store marketing, it did provide valuable insight into how words have the power to target and attract customers. specific demographics.