They used six more expensive and six cheaper brands which were all found in the supermarket. 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 less expensive chips. Distinctive tactics used on the expensive chips included describing the chip's uniqueness, using comparative tactics (such as "judged the best in America"), and denial. Furthermore, denial was fourteen times more prevalent on expensive chips than on less expensive ones. This included phrases that included words such as “not,” “no,” “not,” and similar (such as “preservative-free”). Researchers have indicated that this is a traditional attempt employed by the upper class to distinguish them from the lower class. For cheaper chips, the distinctive character 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, labeling the upper class as those that value natural authenticity, while the lower class values ​​traditional authenticity. Overall, while this study was not a conclusive overview of the class distinction prevalent in grocery store marketing, it provided valuable insights into the ways in which words have the power to reach and attract specific demographics of