Attitudes and Promotions: the Case of a Minimum Spending Restriction

The Effects of Restrictions on Coupon Effectiveness: The Mediating Role of Attitudes

Ayelet Gneezy

University of Chicago GSB


I propose a process that underlies consumers’ perception of promotions, in which they evaluate the economic value and form attitudes towards the promotion. The paper focuses on attitude antecedent and consequences.  In a series of three lab and one field study I show that compared to an unrestricted promotion, a restricted promotion is less effective in terms of redemption rates,  generates less income and revenue, decreases people’s attitudes toward the store, and that these attitudes mediate the observed behavior. A recall task shows that people recall more negative and less positive items when given a restricted promotion.


Ayelet Gneezy (2006) ,"Attitudes and Promotions: the Case of a Minimum Spending Restriction", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 526-527.


Ayelet Gneezy, University of Chicago GSB


NA - Advances in Consumer Research Volume 33 | 2006

Share Proceeding

Featured papers

See More


J13. The Good and Bad of a Delayed Indulgence: Effects on Self-Perceptions and Purchase Satisfaction

Argiro Kliamenakis, Concordia University, Canada
Kamila Sobol, Concordia University, Canada

Read More


When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

Read More


Ecce Machina Humana: Examining Competence and Warmth in Consumer Robots The two fundamental social judgment dimensions-competence and warmth-are as relevant for judging consumer robots as for humans. We find that competence has an increasing positive eff

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.