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.



Citation:

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.

Authors

Minkyung Koo, University of Illinois at Urbana-Champaign, USA
Nadia Danienta, University of Illinois at Urbana-Champaign, USA
Ashok K Lalwani, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals

Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA

Read More

Featured

Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

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.