Stigma by Association in Coupon Redemption: Looking Cheap because of Others
Abstract
The present research establishes that the innocuous behavior of coupon redemption is capable of eliciting stigma by association. The general finding across four studies shows that the coupon redemption behavior of one consumer results in a second non-coupon-redeeming shopper being stigmatized by association as cheap when a low as compared to a high value coupon is redeemed. More important, the research identifies a number of factors that protect...
Paper Details
Title
Stigma by Association in Coupon Redemption: Looking Cheap because of Others
Published Date
Dec 1, 2008
Journal
Volume
35
Issue
4
Pages
559 - 572
Citation AnalysisPro
You’ll need to upgrade your plan to Pro
Looking to understand the true influence of a researcher’s work across journals & affiliations?
- Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
- Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.
Notes
History