The Greater the Hierarchy, the Less Prone to Coupons
The present research identifies power distance belief (PDB) as a novel determinant of coupon redemption with quality sensitivity as a key mechanism. We find that those high (vs. low) in PDB are more quality sensitive and perceive a brand that offers coupons to be of lower quality.
Minkyung Koo, Nadia Danienta, and Ashok K Lalwani (2019) ,"The Greater the Hierarchy, the Less Prone to Coupons", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 703-704.
Minkyung Koo, University of Illinois at Urbana-Champaign, USA
Nadia Danienta, University of Illinois at Urbana-Champaign, USA
Ashok K Lalwani, Indiana University, USA
NA - Advances in Consumer Research Volume 47 | 2019
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