Are Expired/Unused Coupons Worthless to Consumers and Advertisers?
Format of Original
Taylor & Francis
Journal of Promotion Management
Original Item ID
This article calls for a reconsideration of the criteria commonly used to evaluate couponing strategies. The paper outlines how potentially significant effects from merely collecting coupons without redeeming may be ignored by using the traditional means of redemption to evaluate a coupon drop. Several theoretical explanations for the possible impact of coupon collecting are posed along with managerial implications considering these theories.