Framing Effects of Coupon Face Value on Coupon Redemption: A Literature Review with Propositions

Yin Wen · Alan J. Dubinsky

35 citations0/0 files storedJournal of Marketing Management

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Consumer Market Behavior and Pricing Decision-Making and Behavioral Economics Consumer Retail Behavior Studies

Abstract

This article examines the effects of framing coupon face value and presence/absence of regular price information vis-à-vis coupon redemption. This topic is critical to marketers, yet it has received minimal research attention. How information is presented on a coupon will affect a coupon promotion's success. Three forms for framing coupon face value (cents-off, percentage-off, and reduced price) are compared, and the importance of including regular price information on coupons is investigated. Propositions are developed regarding the effects of framing coupon face value and inclusion/exclusion of regular price information on coupon redemption. Implications are also provided for marketers, policy makers, and researchers.

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2016Four decades of coupon research in pricing: Evolution, development, and practice 2015Interaction effects of different price claims and contextual factors on consumers' reference price adaptation after exposure to a price promotion 2014Your mileage may vary: Managing untargeted consumers’ reactions to promotions 2011Monte Carlo analysis of estimation methods for the prediction of customer response patterns in direct marketing 2015Buying Behavior on Daily-Deal Sites: The Role of Face Value, Product Involvement, Information, and Website Quality 2020Choice of non-monetary incentives and coupon redemption intention: Monetary saving and price consciousness as moderators 2012Comparing Two Direct Mail Strategies to Sell Native Plants in a Campaign to Promote Natural Lake Shorelines 2017The interaction between frames and numeracy in the evaluation of price reductions

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