Consumers who redeem money-saving coupons in stores face a "shame stigma" that may extend to people standing in line nearby, Canadian researchers suggest.
Marketing professors Jennifer Argo of the University of Alberta and Kelley J. Main of the Asper School of Business theorize that the act of redeeming coupons elicits a stigma-by-association phenomenon, in which the person redeeming the coupon and those around them are perceived as being "cheap."
Argo said coupon redemption rates tend to be low, with use tallying a modest two per cent in the U.S. The researchers suggest the modern consumer tends to prize status and luxury over thrift.
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Do you use coupons and what is your perception of those who do?
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Marketing professors Jennifer Argo of the University of Alberta and Kelley J. Main of the Asper School of Business theorize that the act of redeeming coupons elicits a stigma-by-association phenomenon, in which the person redeeming the coupon and those around them are perceived as being "cheap."
Argo said coupon redemption rates tend to be low, with use tallying a modest two per cent in the U.S. The researchers suggest the modern consumer tends to prize status and luxury over thrift.
Read full story
Do you use coupons and what is your perception of those who do?
More...