An investigation of coupon-prone consumers: Their reactions to coupon feature manipulations

Abstract This study investigates the interactive effects of consumer coupon proneness and two coupon features — the magnitude of coupon face value and the final price stipulation (i.e., whether or not the final price to be paid is stipulated on the coupon) on the coupon and brand evaluations. Results showed that (1) compared to non-coupon-prone subjects, coupon-prone subjects were significantly less sensitive in their affective reactions to an increased magnitude of face value, and (2) coupon-prone subjects reacted negatively to the provision of the final price to be paid on the coupon (in addition to the face value) whereas the reactions of non-coupon-prone subjects were favorable. These findings confirm several interaction hypotheses proposed, and are generally consistent with past characterizations of coupon-prone consumers' attitudes and behaviors.

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