Pleasant Surprises: Consumer Response to Unexpected In-Store Coupons

This article studies the impact of in-store "surprise" coupons (e.g., electronic shelf coupons, peel-off coupons) on consumers' total basket of purchases. A conceptual model is developed that (1) predicts that the use of a surprise coupon will increase the size of the shopping basket...

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Bibliographic Details
Published in:Journal of marketing research 2002-05, Vol.39 (2), p.242-252
Main Authors: Heilman, Carrie M., Nakamoto, Kent, Rao, Ambar G.
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer psychology
Consumers
Control groups
Coupons
Discount coupons
Effects
Experiments
Grocery stores
Hypotheses
Income effect
Marketing
Packaged goods
Propensity to consume
Purchasing
Research Notes and Communications
Retail stores
Retailing industry
Shopping
Shopping trips
Statistical analysis
Studies
Sumer
Surprise
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Summary:This article studies the impact of in-store "surprise" coupons (e.g., electronic shelf coupons, peel-off coupons) on consumers' total basket of purchases. A conceptual model is developed that (1) predicts that the use of a surprise coupon will increase the size of the shopping basket and the number of unplanned purchases made on the shopping trip and (2) predicts the type of these unplanned purchases. The authors present the results of an in-store experiment and analysis of the Stanford Market Basket Data to test these predictions.
ISSN:0022-2437
1547-7193
DOI:10.1509/jmkr.39.2.242.19081