The Relationship between FSI Advertising Style and Coupon Redemption

The Relationship between FSI Advertising Style and Coupon Redemption

We investigate the relationship between free-standing insert advertising style and coupon redemption. Results from two experiments indicate that the propensity to clip a coupon can be enhanced by matching ad tone (emotional vs rational) to the nature of a consumer's primary motivation with resp...

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Veröffentlicht in:Marketing letters 2007-12, Vol.18 (4), p.237-247
Hauptverfasser: Roehm, Harper A., Roehm, Michelle L.
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Advertising research
Appeals
Consumer behavior
Consumer behaviour
Consumer motivation
Consumer research
Consumers
Coupons
Discount coupons
Households
Humor
Hypotheses
Marketing
Motivation
Percentages
Print advertising
Rationality
Sales presentations
Shopping
Studies
Voucher system
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Beschreibung
Zusammenfassung:We investigate the relationship between free-standing insert advertising style and coupon redemption. Results from two experiments indicate that the propensity to clip a coupon can be enhanced by matching ad tone (emotional vs rational) to the nature of a consumer's primary motivation with respect to coupon usage. Moreover, this result appears to hold for consumers with both procoupon and anticoupon inclinations.
ISSN:0923-0645
1573-059X
DOI:10.1007/s11002-007-9015-0