Coupon Redemption: A Motivational Perspective

This study examined three attitudinal dimensions of coupon usage. A review of the literature suggested that price consciousness, time value, and satisfaction/pride are three major motivational factors that determine coupon usage by consumers. Measurement of these three variables, using Likert‐type items, revealed acceptable levels of reliability. The three factors were found to relate to coupon usage as hypothesized. Further, significant differences were found in the predicted direction between coupon users and nonusers. Managerial implications and recommendations are provided.