Your Cheating Heart: the Negative Impact of Sales Promotions on Loyalty

This research examins the impact of consumers’ use of sales promotions on service providers. Results of Study1 reveal that service providers see consumers who redeem coupons and free gifts/service as disloyal. Results of Study2 identify two moderators: size of sales promotion and existence of relationship between consumers and service provider.



Citation:

Olga (Olya) Bullard, Kelley J. Main, and Jennifer J. Argo (2012) ,"Your Cheating Heart: the Negative Impact of Sales Promotions on Loyalty", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1130-1130.

Authors

Olga (Olya) Bullard, University of Manitoba, Canada
Kelley J. Main, University of Manitoba, Canada
Jennifer J. Argo, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Love is Blind: How Sensory Liking Impacts Perceptions of Unbranded Products

Jennifer L Stoner, University of North Dakota
Maria A Rodas, University of Minnesota, USA

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

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.