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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis
Author(s): Somjit Barat, Lilly Ye
Citation: Somjit Barat, Lilly Ye, (2012) "Effects of Coupons on Consumer Purchase Behavior: A Meta-Analysis," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 131 - 145
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The authors conduct a meta-analysis of studies on coupons and their effects on buyer behavior. Extant
research on related topics is vague on measures applied, contextual and outcome constructs. This article,
in contrast, offers academics a better grasp on some of the problem areas and provides avenues for future
research. Specifically, we focus on effects of 1) Coupon attitudes and coupon knowledge on coupon use;
2) Manufacturers’ coupons on moderating effect between coupon perception and behavior towards
coupon; and 3) Studies using objective outcomes on the relation between the perception towards coupons
and behavior towards coupons.
