How Does Cultural Self-Construal Influence Coupon Proneness?: Evidence From Laboratory, Field Study, and Secondary Datasets

Ashok K. Lalwani , Indiana University, USA
Jessie J. Wang, Miami Universiy, USA
This research examines how consumers’ cultural values influence their propensity to use coupons. Based on results from several scanner panel datasets, field and laboratory studies, the authors suggest that consumers with an interdependent versus independent self-construal have a greater tendency to use coupons.
[ to cite ]:
Ashok K. Lalwani and Jessie J. Wang (2015) ,"How Does Cultural Self-Construal Influence Coupon Proneness?: Evidence From Laboratory, Field Study, and Secondary Datasets", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 732-731.