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

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  • Jennifer J. Argo
  • Kelley J. Main

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. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Jennifer J. Argo & Kelley J. Main, 2008. "Stigma by Association in Coupon Redemption: Looking Cheap because of Others," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 559-572, July.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:559-572
    DOI: 10.1086/591102
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    Cited by:

    1. Pasirayi, Simba & Grebitus, Carola, 2016. "The Consumer Paradox: Why Bottom-Tier Consumers Are Loyal To Brand Names," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236070, Agricultural and Applied Economics Association.
    2. Kwon, Kyoung-Nan & Kwon, Yoo Jin, 2013. "Heterogeneity of deal proneness: Value-mining, price-mining, and encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 182-188.
    3. Carlson, Jay P. & Paul, Iman, 2022. "Pick a card: Price ranges and gift card choice," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Defeng Yang & Xi Lei & Liang Hu & Yu Sun & Xiaodan Yang, 2023. "Brand stigmatization: how do new brand users influence original brand users?," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 77-94, January.
    5. Didem Kurt & Francesca Gino, 2023. "Income inequality and consumer preference for private labels versus national brands," Journal of the Academy of Marketing Science, Springer, vol. 51(2), pages 463-479, March.
    6. (Chloe) Ki, Chung-Wha & Park, Sangsoo & Kim, Youn-Kyung, 2022. "Investigating the mechanism through which consumers are “inspired by” social media influencers and “inspired to” adopt influencers’ exemplars as social defaults," Journal of Business Research, Elsevier, vol. 144(C), pages 264-277.
    7. Jingzhi Shang & John Peloza, 2016. "Can “Real” Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inference," Journal of Business Ethics, Springer, vol. 139(1), pages 129-145, November.
    8. Corazza, Ilaria & Pennucci, Francesca & De Rosis, Sabina, 2021. "Promoting healthy eating habits among youth according to their preferences: Indications from a discrete choice experiment in Tuscany," Health Policy, Elsevier, vol. 125(7), pages 947-955.
    9. Zhang, Mingyue & Zhao, Haichuan & Chen, Haipeng (Allan), 2022. "How much is a picture worth? Online review picture background and its impact on purchase intention," Journal of Business Research, Elsevier, vol. 139(C), pages 134-144.
    10. Argo, Jennifer J. & Dahl, Darren W., 2020. "Social Influence in the Retail Context: A Contemporary Review of the Literature," Journal of Retailing, Elsevier, vol. 96(1), pages 25-39.
    11. Brumbaugh, Anne M. & Rosa, José Antonio, 2009. "Perceived Discrimination, Cashier Metaperceptions, Embarrassment, and Confidence as Influencers of Coupon Use: An Ethnoracial–Socioeconomic Analysis," Journal of Retailing, Elsevier, vol. 85(3), pages 347-362.
    12. Barat, Somjit & Amos, Clinton & Paswan, Audhesh & Holmes, Gary, 2013. "An exploratory investigation into how socioeconomic attributes influence coupons redeeming intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 20(2), pages 240-247.
    13. Stephan Zielke & Deonir Toni & José Afonso Mazzon, 2023. "Cognitive, emotional and inferential paths from price perception to buying intention in an integrated brand price image model," SN Business & Economics, Springer, vol. 3(1), pages 1-25, January.
    14. Qi Wu & Dorothee Honhon, 2023. "Don't waste that free lettuce! Impact of BOGOF promotions on retail profit and food waste," Production and Operations Management, Production and Operations Management Society, vol. 32(2), pages 501-523, February.
    15. Sara Hanson & Hong Yuan, 2018. "Friends with benefits: social coupons as a strategy to enhance customers’ social empowerment," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 768-787, July.
    16. Xiong, Xiling & Guo, Siyuan & Gu, Li & Huang, Rong & Zhou, Xinyue, 2018. "Reciprocity anxiety: Individual differences in feeling discomfort in reciprocity situations," Journal of Economic Psychology, Elsevier, vol. 67(C), pages 149-161.
    17. Nicole Koschate-Fischer & Katharina Wüllner, 2017. "New developments in behavioral pricing research," Journal of Business Economics, Springer, vol. 87(6), pages 809-875, August.
    18. Aaron M. Garvey & Simon J. Blanchard & Karen Page Winterich, 2017. "Turning unplanned overpayment into a status signal: how mentioning the price paid repairs satisfaction," Marketing Letters, Springer, vol. 28(1), pages 71-83, March.
    19. Suzanne Horwitz & Balázs Kovács, 2018. "Reviewer social class influences responses to online evaluations of an organization," PLOS ONE, Public Library of Science, vol. 13(10), pages 1-24, October.
    20. Haibing Gao & Subodha Kumar & Yinliang (Ricky) Tan & Huazhong Zhao, 2022. "Socialize More, Pay Less: Randomized Field Experiments on Social Pricing," Information Systems Research, INFORMS, vol. 33(3), pages 935-953, September.
    21. Luck, Michael & Benkenstein, Martin, 2015. "Consumers between supermarket shelves: The influence of inter-personal distance on consumer behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 104-114.

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