An empirical investigation of how perceived devaluation and income effects influence consumers' intended utilization of savings from coupon redemption.
Description:
Coupons are one of the most popular and attractive tools of promotion. Redeeming coupons makes shoppers feel that they are doing something good for their family's budget, because coupons offer 'savings.' On the other hand, a coupon might have several negative effects on purchase behavior as well, which might 'devalue' the promoted product in the consumer's perception. But a review of the literature shows a lack of attention afforded to the above-mentioned aspects of coupon redemption. In additi…
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Date:
August 2007
Creator:
Barat, Somjit
Partner:
UNT Libraries