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A coupon is more than a low price: Evidence from a shopping‐simulation study
Author(s) -
Schindler Robert M.
Publication year - 1992
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220090603
Subject(s) - coupon , psychology , advertising , business , finance
To maximize consumer response to a price promotion, the manager needs to identify characteristics of the promotion that are critical to its effectiveness. This article describes a technique for doing this and applies the technique to an analysis of cents‐off coupons. The result is an exploration of some of the characteristics of coupons, beyond their offer of a low price, that lead to their ability to influence brand trial.