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Rebate usage: A motivational perspective
Author(s) -
Tat Peter K.
Publication year - 1994
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.4220110104
Subject(s) - operationalization , psychology , perspective (graphical) , reliability (semiconductor) , likert scale , consciousness , social psychology , marketing , applied psychology , business , developmental psychology , computer science , philosophy , power (physics) , physics , epistemology , quantum mechanics , artificial intelligence , neuroscience
This study investigates the motivational factors in consumer rebate usage. Three motivational factors were identified and tested: price consciousness, perceived time and efforts associated with rebate redemption, and perceived satisfactions from using rebates to obtain the savings. The variables were operationalized by Likert‐type statements. Validity and reliability were assessed and found to be acceptable. Moreover, the three factors were found to be useful in predicting consumers' decisions to redeem rebates. Managerial implications and recommendations for future research are offered. © 1994 John Wiley & Sons, Inc.