TY - JOUR
T1 - Consumer avoidance of specially priced items during social coupon redemption
AU - Nakhata, Chinintorn
AU - Kuo, Hsiao Ching
PY - 2017/1/1
Y1 - 2017/1/1
N2 - Social coupons (SCs) (e.g., Groupon) differ from traditional or regular coupons (RCs) in that they require consumers to make a prepayment to receive substantive discounts. As the general rule of SCs prohibits double-promotion, SC consumers tend to engage in certain avoidance behaviors when experiencing another promotion (i.e., specially priced for selected items). The results across two scenario-based experiments reveal that SC consumers (vs. RC consumers) have a greater tendency to avoid specially priced items when redeeming a coupon for hedonic consumptions, but not for utilitarian consumptions. Such avoidance is due to one's motivation to minimize the perception of deal waste.
AB - Social coupons (SCs) (e.g., Groupon) differ from traditional or regular coupons (RCs) in that they require consumers to make a prepayment to receive substantive discounts. As the general rule of SCs prohibits double-promotion, SC consumers tend to engage in certain avoidance behaviors when experiencing another promotion (i.e., specially priced for selected items). The results across two scenario-based experiments reveal that SC consumers (vs. RC consumers) have a greater tendency to avoid specially priced items when redeeming a coupon for hedonic consumptions, but not for utilitarian consumptions. Such avoidance is due to one's motivation to minimize the perception of deal waste.
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U2 - 10.1016/j.jretconser.2016.01.011
DO - 10.1016/j.jretconser.2016.01.011
M3 - Article
AN - SCOPUS:84953776092
SN - 0969-6989
VL - 34
SP - 287
EP - 293
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
ER -