The Effectiveness of Groupon Promotion Versus Coupon Promotion: From the Consumer’S Perspective

This research identifies the unique features of groupons and compares their promotion effectiveness with that of coupons from a multifaceted perspective. Using a field experiment, we demonstrate the relative advantages of groupon promotion and investigate the consumer consequences of its unique features to explain the underlying mechanisms.



Citation:

Jun Pang, Peter Popkowski Leszczyc, and Kanliang Wang (2013) ,"The Effectiveness of Groupon Promotion Versus Coupon Promotion: From the Consumer’S Perspective", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Jun Pang, Renmin University of China, China
Peter Popkowski Leszczyc, University of Alberta, Canada
Kanliang Wang, Renmin University of China, China



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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