... between consumers who vary in their price sensitivity. Two such pricing mechanisms are coupons and mail‐in‐rebates (Blattberg and Neslin, 1990). Estimates suggest that some 250 billion coupons with a total value approaching $85 billion are issued annually (Direct Marketing, 2000 ; Hillhouse...

...Sarah Maxwell; Hooman Estelami; Kesha K. Coker; Deepa Pillai; Siva K. Balasubramanian Purpose Rewards from sales promotions may be either immediate (e.g. instant savings, coupons, instant rebates) or delayed (e.g. rebates, refunds). The latter type is of interest in this study. The purpose...

...Thomas Kramer; Hyeong Min Kim Purpose The purpose of this study is two‐fold. First, to explore differences in consumers' deal perceptions for coupons framed as potential gains to be obtained versus equivalent losses to be avoided. Second, it seeks to demonstrate the underlying process...

...Patrali Chatterjee Purpose This research aims to investigate how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next‐purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions. Design/methodology...

...Sarah Maxwell; Hooman Estelami; Somjit Barat; Audhesh K. Paswan Purpose Given that coupons are one of the most popular promotional tools, this paper aims to investigate how intention to redeem the coupon is affected by the face value of the coupon for most common grocery items. Design...

...Jorge M. Silva‐Risso; Randolph E. Bucklin The authors develop a logit modeling approach, designed for application to UPC scanner panel data, to assess the effects of coupon promotions on consumer brand choice. The effects of coupon promotions are captured via two measures: the prevailing level...

...: coupons and lucky draws. The results show that brand managers use trade and consumer sales promotions more extensively than media advertising, but do not consider sales promotions to be more effective in meeting objectives. The current sample of Singaporean supermarket managers heavily favors price...