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Effort justification for fun activities?: The effect of location-based mobile coupons using games


  • Kim, Hee Jin
  • Song, Hayeon


Based on the effort justification explanation, this study tested whether consumers perceive the value of mobile coupons differently depending on how they received them. A 3 (activities to receive a coupon: none vs. online survey vs. game) x 2 (product type: hedonic vs. utilitarian) between-subject design experiment (NÂ =Â 200) was conducted. Findings suggested that game condition, compared to others, resulted in a higher perceived coupon value. A significant conditional indirect effect was found such that games enhance positive affect especially when the product type was utilitarian, and enhanced positive affect results in further boosting the perceived coupon value.

Suggested Citation

  • Kim, Hee Jin & Song, Hayeon, 2020. "Effort justification for fun activities?: The effect of location-based mobile coupons using games," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  • Handle: RePEc:eee:joreco:v:54:y:2020:i:c:s0969698919308811
    DOI: 10.1016/j.jretconser.2019.102029

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    References listed on IDEAS

    1. Hsee, Christopher K., 1996. "Elastic Justification: How Unjustifiable Factors Influence Judgments," Organizational Behavior and Human Decision Processes, Elsevier, vol. 66(1), pages 122-129, April.
    2. Simonson, Itamar, 1989. "Choice Based on Reasons: The Case of Attraction and Compromise Effects," Journal of Consumer Research, Oxford University Press, vol. 16(2), pages 158-174, September.
    3. Howard, Daniel J & Gengler, Charles, 2001. "Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, Oxford University Press, vol. 28(2), pages 189-201, September.
    4. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 132-140, September.
    5. Chang, Chia-Chi & Chen, Po-Yu, 2019. "Which maximizes donations: Charitable giving as an incentive or incentives for charitable giving?," Journal of Business Research, Elsevier, vol. 97(C), pages 65-75.
    6. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    7. Strahilevitz, Michal & Myers, John G, 1998. "Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You Are Trying to Sell," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 434-446, March.
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    Cited by:

    1. Chen, Chia-Chen & Hsiao, Kuo-Lun & Li, Wan-Chen, 2020. "Exploring the determinants of usage continuance willingness for location-based apps: A case study of bicycle-based exercise apps," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).


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