The Effectiveness of Groupon Promotion Versus Coupon Promotion: From the Consumer’S Perspective

Jun Pang, Renmin University of China, China
Peter Popkowski Leszczyc, University of Alberta, Canada
Kanliang Wang, Renmin University of China, China
This research identifies the unique features of groupons and compares their promotion effectiveness with that of coupons from a multifaceted perspective. Using a field experiment, we demonstrate the relative advantages of groupon promotion and investigate the consumer consequences of its unique features to explain the underlying mechanisms.
[ to cite ]:
Jun Pang, Peter Popkowski Leszczyc, and Kanliang Wang (2013) ,"The Effectiveness of Groupon Promotion Versus Coupon Promotion: From the Consumer’S Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.