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- Title
Looking for Great Discounts-How Store Coupons Shape Attention, Product Memory, and Store Impressions.
- Authors
Zhang, Charles Y. Z.; Schwarz, Norbert
- Abstract
The article suggests the efficacy of store coupons and discounts in attracting the attention of consumers. Results of a study on the impact of coupons as tool for sales promotion on consumer behavior show that consumers show better interest to products and stores that offer coupons and discounts. Consumer behavior is directly affected with factors that offer them benefits and advantages which often result into their trust of the product.
- Subjects
COUPONS (Retail trade); PREMIUMS (Retail trade); CASH discounts; MARKETING strategy; CONSUMER behavior; CONSUMER attitudes
- Publication
Advances in Consumer Research, 2009, Vol 36, p1058
- ISSN
0098-9258
- Publication type
Article