Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
5111251 | Journal of Retailing and Consumer Services | 2017 | 7 Pages |
Abstract
Social coupons (SCs) (e.g., Groupon) differ from traditional or regular coupons (RCs) in that they require consumers to make a prepayment to receive substantive discounts. As the general rule of SCs prohibits double-promotion, SC consumers tend to engage in certain avoidance behaviors when experiencing another promotion (i.e., specially priced for selected items). The results across two scenario-based experiments reveal that SC consumers (vs. RC consumers) have a greater tendency to avoid specially priced items when redeeming a coupon for hedonic consumptions, but not for utilitarian consumptions. Such avoidance is due to one's motivation to minimize the perception of deal waste.
Keywords
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Marketing
Authors
Chinintorn Nakhata, Hsiao-Ching Kuo,