To Share Or Not to Share: Coupon-Sharing As a Way to Increase Expenditures of Face Concerned Consumers

Eline de Vries, University Carlos III of Madrid, Madrid, Spain
Sha Zhang, University of Chinese Academy of Sciences, Beijing, China
Unlike previous literature focusing on traditional, non-shareable coupons, this study highlights a new form of coupons that can be shared with friends. Across studies conducted in the U.S. and China, we find convergent results that high face concerned consumers are willing to spend more to obtain shareable than non-shareable coupons.
[ to cite ]:
Eline de Vries and Sha Zhang (2016) ,"To Share Or Not to Share: Coupon-Sharing As a Way to Increase Expenditures of Face Concerned Consumers", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 727-727.