When Not Redeeming a Coupon Feels Like Missing More Than Its Value

Coupon redemption rates are often too low. How can marketers increase them without increasing costs? We suggest that when consumers are offered a coupon that induces a choice between two redemption options (e.g., either a Knicks game or the Wicked musical), they may feel that by not redeeming it they lose both options. This feeling reflects an inflated perception of loss (since the two options are mutually-exclusive), which is suggested to be driven by mental-simulations of exploiting both options. Seven studies show that factors that induce such mental-simulations increase consumers’ loss perceptions and subsequent coupon redemption.


Liad Weiss and Ran Kivetz (2011) ,"When Not Redeeming a Coupon Feels Like Missing More Than Its Value", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 517.


Liad Weiss, Columbia University, USA
Ran Kivetz, Columbia University, USA


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Once? No. Twenty times? Sure! Uncertainty and precommitment in social dilemmas

David Hardisty, University of British Columbia, Canada
Howard Kunreuther, University of Pennsylvania, USA
David Krantz, New York University, USA
Poonam Arora, Manhattan College
Amir Sepehri, Western University, Canada

Read More


M3. #FOMO: How the Fear of Missing Out Drives Consumer Purchase Decisions

Michelle van Solt, Florida International University
Jessica Rixom, University of Nevada, Reno
Kimberly Taylor, Florida International University

Read More


Doing Worse by Doing Good: How Corporate Social Responsibility makes Products Less Dangerous

Linda Lemarié, University of Neuchâtel
Florent Girardin, University of Neuchâtel

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.