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- Title
Using a Theoretical Perspective to Examines the Psychological Construct of Coupon Proness.
- Authors
Liectenstein, Donald R.; Netemeyer, Richard G.; Burton, Scott
- Abstract
Transaction utility theory (Thaler 1985) has recently been used as a theoretical basis for delineating coupon proneness from the correlated, but distinct, construct of value consciousness. This study further examines the relationship between these two constructs by hypothesizing differential relationships between coupon proneness, value consciousness, and several price and deal-related constructs. Results indicate that value consciousness is more strongly related to the use of internal reference prices than is coupon proneness, and this difference is more pronounced when the internal reference price is market price-based as opposed to product utility-based. Differential correlations with other constructs provide further support for the theoretical distinction drawn between coupon proneness and value consciousness based on utility theory.
- Subjects
COUPONS (Retail trade); ADVERTISING; PREMIUMS (Retail trade); REBATES; CONSUMER behavior; MARKETING; MARKETING research; MARKETING strategy; SALES promotion
- Publication
Advances in Consumer Research, 1991, Vol 18, Issue 1, p501
- ISSN
0098-9258
- Publication type
Article