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This study examined three attitudinal dimensions of coupon usage. A review of the literature suggested that price consciousness, time value, and satisfaction/pride are three major motivational factors that determine coupon usage by consumers. Measurement of these three variables, using Likert‐type items, revealed acceptable levels of reliability. The three factors were found to relate to coupon usage as hypothesized. Further, significant differences were found in the predicted direction between coupon users and nonusers. Managerial implications and recommendations are provided.

The purpose of this paper is to uncover common and outdated misconceptions about couponing and present new, updated strategies that can improve redemption statistics.

ICOM sought to understand the landscape of couponing by examining data from a 20‐year database compiled through the course of designing 6,300 targeted direct mail programs and issuing 425 million coupons to 28 million US and Canadian households that voluntarily provide information about purchasing preferences.

The paper exposes important information about current consumer behavior with regards to coupons and coupon redemption. The research identifies a “sweet spot” which, when coupon value and expiration length criteria sync, creates perfect conditions and drives coupon redemption.

Marketers must rethink coupon campaign strategies to accommodate the changing consumer and couponing market. This paper offers straightforward recommendations for altering approach.

The paper provides a fresh profile of the couponing market and variable drivers of consumer redemption, derived from an unprecedented amount of consumer data gathered over an extended period of time.

Investigates the effect of coupon trading on the overall level of cigarette consumption. Reveals that there seems to be no correlation between the expansion of coupon brands and total cigarette smoking but merely a change of pattern in brand preferences. Suggests that the government's intentions of prohibiting coupon schemes as a means of achieving a reduction in cigarette smoking can be regarded as irrelevant in the light of these findings.

Reports the experiment conducted by a direct mail company to determine whether a free gift offer would generate incremental sales. Finds that packet mailed with a coupon generated more sales than the control packet (no coupon), and finds that the third packet, in which the coupon offer was coupled with a requirement that the customer complete a questionnaire, generated significantly more sales than the coup alone. Claims that further research is required to determine whether the results would be similar for coupons delivered by methods other than direct mail.

In the pandemic time, many local governments in China issue mobile coupons to citizens in order to boost economy via stimulating consumption. This study examines value drivers for consumers to use government issued mobile coupons (GIMCs), which differ from traditional ones issued by retailers, during the pandemic time in mainland China.

Content analysis of 148 posts and 388 comments from Sina Weibo were performed to identify value-related antecedents of GIMCs' usage by consumers. Then, drawing on extant literature and based on the variables extracted from content analysis, a conceptual model was proposed addressing the determinants of value perceptions which motivate consumers to acquire and redeem GIMCs. A questionnaire survey was conducted among 510 citizens who used government issued m-coupons to verify hypotheses.

The research findings show that functional value (driven by economic benefits, convenience and relevance), emotional value (driven by trustworthiness, competition and altruism) and social value (driven by social norms and social recognition) positively shape consumer's attitude toward GIMCs and their intention to use GIMCs. Also, it is found that functional value and attitude link is enhanced by consumer's utilitarian shopping motivation and weakened by hedonic shopping motivation. Hedonic shopping motivation enhances the relationship between emotional value and attitude.

This research contributes to the theory development of coupon promotional tool by focusing on m-coupons issued by government (instead of retailers) under the pandemic background. Besides, it provides managerial insights for local authorities to design effective GIMCs policies.

The purpose of this paper is to analyze the effectiveness of social couponing campaigns for hotels. In particular, the perceived effectiveness related to four specific objectives is explored (acquiring and retaining new customers, building brand awareness, balancing seasonality and stimulating demand among existing customers).

A questionnaire-based survey was conducted that involved 108 hotels, each of which has run at least one social couponing campaign through Groupon in Italy. The importance-performance approach was applied to analyze the data.

Overall, the perceived effectiveness of social couponing for hotels is quite low. Social couponing is useful to increase brand awareness but does not encourage customer behavioral loyalty. Larger hotels can successfully use this marketing tool to balance demand seasonality.

The sample size is limited but includes approximately one-fourth of all Italian hotels that have run social coupon campaigns through Groupon. Only social couponing campaigns run through one daily deal site (Groupon) in one country (Italy) were considered.

Social couponing is not perceived as equally effective for all hotels. This study provides hotel managers with suggestions for deciding whether to allocate a share of their marketing resources to social couponing.

To the authors’ knowledge, this is the first paper to present field data to complement the available theoretical knowledge on social couponing for hotels.

The purpose of this paper is to investigate how monetary incentives foster purchase intention in WOM settings.

This study investigates offering mobile coupons as an incentive and word-of-mouth (WOM) tool. An empirical study compares achievable effects on WOM behavior in an Eastern cultural context, which an Indonesian sample represents, and in a Western cultural context, which a German sample of incentivized WOM represents.

Providing senders and receivers’ with differing incentives leads to German consumers having an unfavorable attitude toward such incentives, but not for Indonesian consumers. Furthermore, Indonesian consumers base their decision to redeem mobile coupons more on their personal judgment and their overall deal proneness, while German consumers rely on their personal judgment and on others’ opinion.

There is a need to explore more countries to enrich the Western and Eastern cultural perspectives.

Western firms should consider providing senders and receivers with the same incentives. Alternatively, a non-transparent strategy might be a solution. For firms located in Indonesia, or in other Eastern societies, the transparency of the provided incentives is not a main concern, because inequality is not a big issue in an Eastern society, while senders’ or receivers’ deal proneness character strongly influences their intention to redeem a coupon.

The use of a mobile coupon as a novel incentive and WOM tool.

The authors develop a logit modeling approach, designed for application to UPC scanner panel data, to assess the effects of coupon promotions on consumer brand choice. The effects of coupon promotions are captured via two measures: the prevailing level of availability and the prevailing face value of coupons for each brand. Both of these measures are derived from coupon redemptions of a separate sample of households. The approach captures both the advertising effect and the price discount incentive of a coupon. It also avoids drawbacks of previous choice models which have incorporated coupon effects by subtracting the value of a redeemed coupon from the price of the brand purchased. The authors illustrate their modeling approach on data for two product categories: catsup (light coupon usage) and liquid laundry detergent (heavy coupon usage). Findings are reported for coupon users and non‐users as well as across latent segments.

This research aims to demonstrate that coupons with short durations for redemption can backfire, lowering consumers’ attitudes toward the company.

Two experimental studies in the restaurant context demonstrate the backfire effect. A boundary condition of the effect as well as the underlying psychological process are identified.

Consumers respond adversely to coupons with restrictive requirements for redemption – in particular, a short duration. Study 1 indicates that while a short-duration (vs long-duration) coupon may backfire when its face value is low, this backfire effect is attenuated when the coupon’s face value is high. Furthermore, Studies 1 and 2 provide evidence that psychological reactance is the process underlying this backfire effect.

Consumers respond negatively to coupons with restrictive requirements for redemption because they perceive them as a company’s attempt to limit their freedom of choice. Companies should take measures, including careful target marketing, to avoid rousing this reaction from their consumers.

The purpose of this paper is to develop and empirically examine a comprehensive model describing the effects of perceived characteristics of mobile coupon services on attitudes and the effects of personal innovativeness and subjective norm (SN) on behavioral intention (BI) to use such services. Gender differences in the process of mobile coupon service adoption were also investigated.

The online survey was distributed to US adult consumers (age 19 and over) recruited through an online sampling service company. A total of 657 useable responses were obtained.

The results showed that in general, compatibility and enjoyment are stronger determinants of attitudes toward mobile coupon adoption than ease of use and usefulness of mobile coupon services. Innovativeness and SN showed strong effects on BI to use mobile coupon services. Furthermore, the results demonstrated gender differences in the relative strength of perceived characteristics that affect attitudes toward mobile coupon services. Enjoyment and usefulness of mobile coupons appear to be more important for females than males while perceived ease of use is a stronger determinant for males.

The results of this study furthers understanding of the commercial use of mobile coupons by providing insights into the factors determining consumer adoption of such mobile services.