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Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit


  • Khajehzadeh, Saman
  • Oppewal, Harmen
  • Tojib, Dewi


Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert from their focal shopping motivation. Regulatory fit, the perception of receiving an offer that is relevant to consumers' regulatory goals, mediates this divergence effect, but only for utilitarian shoppers. Results from two scenario experiments support the main hypothesis and show that utilitarian shoppers perceive greater regulatory fit when an offer is compatible with their focal shopping motivation. In contrast, hedonic shoppers perceive no difference in regulatory fit when an offer diverts them from their focal shopping motivation. This explains why hedonic shoppers redeem a wider variety of offers than utilitarian shoppers and why utilitarian shoppers require more personalization to generate coupon redemption.

Suggested Citation

  • Khajehzadeh, Saman & Oppewal, Harmen & Tojib, Dewi, 2014. "Consumer responses to mobile coupons: The roles of shopping motivation and regulatory fit," Journal of Business Research, Elsevier, vol. 67(11), pages 2447-2455.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:11:p:2447-2455
    DOI: 10.1016/j.jbusres.2014.02.012

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    References listed on IDEAS

    1. Neeraj Arora & Xavier Dreze & Anindya Ghose & James Hess & Raghuram Iyengar & Bing Jing & Yogesh Joshi & V. Kumar & Nicholas Lurie & Scott Neslin & S. Sajeesh & Meng Su & Niladri Syam & Jacquelyn Thom, 2008. "Putting one-to-one marketing to work: Personalization, customization, and choice," Marketing Letters, Springer, vol. 19(3), pages 305-321, December.
    2. Guimond, Lisa & Kim, Chankon & Laroche, Michel, 2001. "An investigation of coupon-prone consumers: Their reactions to coupon feature manipulations," Journal of Business Research, Elsevier, vol. 54(2), pages 131-137, November.
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    4. Tuck Siong Chung & Roland T. Rust & Michel Wedel, 2009. "My Mobile Music: An Adaptive Personalization System for Digital Audio Players," Marketing Science, INFORMS, vol. 28(1), pages 52-68, 01-02.
    5. Crowe, Ellen & Higgins, E. Tory, 1997. "Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 69(2), pages 117-132, February.
    6. repec:eee:joinma:v:22:y:2008:i:3:p:23-39 is not listed on IDEAS
    7. LAURENT, Gilles & CHANDON, Pierre & WANSINK, Brian, 2000. "A benefit congruency framework of sales promotion effectiveness," HEC Research Papers Series 698, HEC Paris.
    8. repec:eee:jouret:v:85:y:2009:i:3:p:308-320 is not listed on IDEAS
    9. Levine, John M. & Higgins, E. Tory & Choi, Hoon-Seok, 2000. "Development of Strategic Norms in Groups," Organizational Behavior and Human Decision Processes, Elsevier, vol. 82(1), pages 88-101, May.
    10. Pham, Michel Tuan & Avnet, Tamar, 2004. " Ideals and Oughts and the Reliance on Affect versus Substance in Persuasion," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 503-518, March.
    11. Aaker, Jennifer L. & Lee, Angela Y., 2006. "Understanding Regulatory Fit," Research Papers 1910, Stanford University, Graduate School of Business.
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    Cited by:

    1. Kuo, Andrew & Rice, Dan Hamilton & Fennell, Patrick, 2016. "How fitting! The influence of fence-context fit on price discrimination fairness," Journal of Business Research, Elsevier, vol. 69(8), pages 2634-2640.
    2. repec:eee:joreco:v:35:y:2017:i:c:p:150-162 is not listed on IDEAS
    3. repec:eee:joreco:v:39:y:2017:i:c:p:123-134 is not listed on IDEAS
    4. repec:eee:joreco:v:40:y:2018:i:c:p:299-303 is not listed on IDEAS
    5. repec:eee:jbrese:v:85:y:2018:i:c:p:514-522 is not listed on IDEAS
    6. repec:eee:joreco:v:47:y:2019:i:c:p:116-132 is not listed on IDEAS
    7. repec:eee:jouret:v:94:y:2018:i:2:p:203-216 is not listed on IDEAS
    8. repec:sgm:jmcbem:v:2:i:6:y:2017:p:77-96 is not listed on IDEAS


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