The Negative Stigma of Coupon Redemption

Jennifer Argo, University of Alberta
Kelley Main, York University

The Negative Stigma of Coupon Redemption

 

Jennifer J. Argo (University of Alberta)

Kelley J. Main (York University)

 

The present research explores the possibility that the positive act of redeeming coupons to save money is a socially stigmatized behavior. Further, we suggest that not only does a stigma exist for the consumer who redeems a coupon but that the negative stigma extends to influence other shoppers in close proximity to the consumer. The results of a laboratory and a field investigation confirm that coupon redemption is a negatively stigmatized behavior and that its negative implications extend to impact other non-involved bystanders.
[ to cite ]:
Jennifer Argo and Kelley Main (2006) ,"The Negative Stigma of Coupon Redemption", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 334-334.