Framing Effects of Coupon Face Value on Coupon Redemption: A Literature Review with Propositions

Abstract

Abstract This article examines the effects of framing coupon face value and presence/absence of regular price information vis-à-vis coupon redemption. This topic is critical to marketers, yet it has received minimal research attention. How information is presented on a coupon will affect a coupon promotion's success. Three forms for framing coupon face value (cents-off, percentage-off, and reduced price) are compared, and the importance of including regular price information on coupons is investigated. Propositions are developed regarding the effects of framing coupon face value and inclusion/exclusion of regular price information on coupon redemption. Implications are also provided for marketers, policy makers, and researchers. Keywords: COUPONSPRICINGCOUPON FACE VALUEPRICE REDUCTIONSFRAMINGEFFECTS