The easier you get it, the less you cherish it? Research on the influence of coupon issuing methods on consumers from the perspective of psychological ownership

Based on the perspective of psychological ownership, this research explores how to issue coupons makes consumers value and use the coupons through four studies. Study 1 and study 2 show that participatory promotions lead to higher psychological ownership, expected regret and consumer willingness to use coupons than general promotions. Study 3 shows that, among participatory promotions, non-anonymous (vs. anonymous) participatory promotions are...