Articlegreen2008

Stigma by Association in Coupon Redemption: Looking Cheap because of Others

148 citations0/0 files storedJournal of Consumer Research

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Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification Consumer Retail Behavior Studies

Abstract

The present research establishes that the innocuous behavior of coupon redemption is capable of eliciting stigma by association. The general finding across four studies shows that the coupon redemption behavior of one consumer results in a second non-coupon-redeeming shopper being stigmatized by association as cheap when a low as compared to a high value coupon is redeemed. More important, the research identifies a number of factors that protect a non-coupon-redeeming shopper from the undesirable experience of stigma by association, even during another shopper's redemption of a low value coupon.

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References

1990Impression management: A literature review and two-component model.2004The Social Psychology of Stigma 2007Sensitive questions in surveys.1984Two-component models of socially desirable responding.1920A constant error in psychological ratings.1984Gender stereotypes stem from the distribution of women and men into social roles.1989Compulsive Buying: A Phenomenological Exploration 2003Comparison processes in social judgment: Mechanisms and consequences.

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