Your Cheating Heart: the Negative Impact of Sales Promotions on Loyalty

Olga (Olya) Bullard, University of Manitoba, Canada
Kelley J. Main, University of Manitoba, Canada
Jennifer J. Argo, University of Alberta, Canada
This research examins the impact of consumers’ use of sales promotions on service providers. Results of Study1 reveal that service providers see consumers who redeem coupons and free gifts/service as disloyal. Results of Study2 identify two moderators: size of sales promotion and existence of relationship between consumers and service provider.
[ to cite ]:
Olga (Olya) Bullard, Kelley J. Main, and Jennifer J. Argo (2012) ,"Your Cheating Heart: the Negative Impact of Sales Promotions on Loyalty", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.