Coupon users face 'cheap' stigma affecting others in line: study
18.09.2008 14:02
Shopping
- Source: cbc.ca
Consumers who redeem money-saving coupons in stores face a "shame stigma" that may extend to people standing in line nearby, Canadian researchers suggest. Marketing professors Jennifer Argo of the University of Alberta and Kelley J. Main of the Asper School of Business theorize that the act of redeeming coupons elicits a stigma-by-association phenomenon, in which the person redeeming the coupon and those around them are perceived as being "cheap." Argo said coupon redemption rates tend to be low, with use tallying a modest two per cent in the U.S. The researchers suggest the modern consumer tends to prize status and luxury over thrift. Argo and Main suggest in the paper, published in the December issue of the Journal of Consumer Research, that a stigma-by-association phenomenon — typically associated with behaviours like alcoholism — extends to consumerism. The researchers conducted a series of experiments in which participants observed a consumer cashing in a coupon. Participants were later interviewed about their perceptions of the consumer, as well as those waiting in line. Negativity spreads from user"We find that although a person may not redeem a coupon him [or] herself, they are not "safe" from stigmatization that arises during coupon redemption. Rather, if someone else redeems a coupon, the negativity associated with that behaviour will transfer and "mark" a non-coupon redeemer," Argo said in an e-mail. "This is especially likely to happen when another consumer redeems a low-value coupon and people believe you personally know the coupon redeemer." But in certain instances, the stigma didn't extend to other shoppers waiting in line. "We do find that there are ways for a person to be "protected" from the stigma," Argo said. "If you do not know the person, the coupon value is high, you are in a different checkout line and if you are highly attractive." Argo explained that being attractive counteracts the negative perceptions of coupon redemption. "It is ultimately more powerful and so people focus on it rather than on the coupon redemption," she said. RelatedInternal LinksYOUR VIEW: Do you use coupons?External LinksJournal of Consumer Research: Stigma by Association in Coupon Redemption(Note: CBC does not endorse and is not responsible for the content of external sites - links will open in new window) Consumer HeadlinesHarper under pressure to apologize over minister's listeriosis jokesConservative Leader Stephen Harper will try to get his campaign back on track a day after his agriculture minister came under fire for making jokes about the listeriosis outbreak.Coupon users face 'cheap' stigma affecting others in line: studyConsumers who redeem money-saving coupons in stores face a "shame stigma" that may extend to people standing in line nearby, Canadian researchers suggest.Gas prices tumble across CanadaGas prices across the country fell Thursday by between six and 12 cents a litre, following a week that saw a significant hike in oil prices as Hurricane Ike loomed over the U.S. Gulf Coast.Scientology link at Montessori school alarms parentsSome parents are upset with a new study method introduced by a Montessori school in north-west Toronto which, they say, has its roots in the Church of Scientology. Opinions split on timing of St. John's 'last call'Opinions were split a public meeting in St. John's Wednesday night as business owners and downtown residents gathered to talk about changing bar closing hours. Consumer Life FeaturesWEALTHU.S. tycoons Special Report: The Forbes 400YOUR INTERVIEWJim CarrollEconomic expert on the global economy and CanadaSAFETYRecalls and AdvisoriesTRAVELPenny pinchingWallet-friendly last-minute getawaysBLOGFood BytesA zinger of a zucchiniCOMM-ODDITIESAuctionsJapanese eye glass designer grateful to Sarah PalinPeople who read this also read …
| 
Add comment