Stigma by Association in Coupon Redemption: Looking Cheap Because of Others

Posted: 25 May 2013

See all articles by Jennifer Argo

Jennifer Argo

University of Alberta - Department of Marketing, Business Economics & Law

Kelley Main

University of Manitoba - Asper School of Business

Date Written: July 16, 2007

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 a non‐coupon‐redeeming shopper from the undesirable experience of stigma by association, even during another shopper’s redemption of a low value coupon.

Suggested Citation

Argo, Jennifer and Main, Kelley, Stigma by Association in Coupon Redemption: Looking Cheap Because of Others (July 16, 2007). Journal of Consumer Research, Vol. 35, No. 4, 2008, University of Alberta School of Business Research Paper No. 2013-311, Available at SSRN: https://ssrn.com/abstract=2269149

Jennifer Argo (Contact Author)

University of Alberta - Department of Marketing, Business Economics & Law ( email )

Edmonton, Alberta T6G 2R6
Canada

Kelley Main

University of Manitoba - Asper School of Business ( email )

181 Freedman Crescent
Winnipeg, Manitoba R3T 5V4
Canada

Do you have negative results from your research you’d like to share?

Paper statistics

Abstract Views
383
PlumX Metrics