This study aims to investigate the effectiveness of exclusive promotions in the form of targeted m-coupons and to uncover the potential psychological mechanisms underpinning consumer redemption behaviour.
Three experimental studies were conducted to elucidate the mechanisms of psychological ownership as well as perceived intrusiveness and to examine the moderating effect of the timing of delivery in these relationships.
The findings suggest that consumers demonstrate a higher intention to redeem targeted m-coupons than for untargeted m-coupons. Psychological ownership and perceived intrusiveness act as dual mediators in this relationship. However, delivering m-coupons on special dates helps mitigate the discrepancies in consumer responses between targeted and untargeted m-coupons.
This research contributes to existing literature on targeted promotion by comparing the effectiveness of two types of m-coupons and elucidating the dual mechanisms of psychological ownership and perceived intrusiveness. Furthermore, this study identifies a boundary condition that modifies the positive effects of targeted m-coupons.
