No One Wants to Look Cheap: Trade‐Offs Between Social Disincentives and the Economic and Psychological Incentives to Redeem Coupons

Existing research on price deals has largely demonstrated positive financial and nonfinancial consequences of obtaining a deal. In contrast, the research reported here suggests that certain price deals—in this case, coupons—can also produce negative social consequences, such as creating an impression of cheapness or stinginess. Decisions to redeem coupons are shown to involve a trade‐off between the social incentives to avoid coupons and...