search query: @author Netemeyer, R. G. / total: 7
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| Author: | Lichtenstein, D. R. Netemeyer, R. G. Burton, S. |
| Title: | Distinguishing coupon proneness from value consciousness: an acquisition-transaction utility theory perspective |
| Journal: | Journal of Marketing
1990 : JUL, VOL. 54:3, p. 54-67 |
| Index terms: | CONSUMER RESEARCH CONSUMER BEHAVIOUR UTILITY THEORY BEHAVIOURAL SCIENCE |
| Language: | eng |
| Abstract: | Consumers who are more responsive to coupon promotion are considereed coupon prone. Coupon proneness is measured at a psychological level and treated as one construct that affects coupon-responsive behaviour. Coupon-responsive behaviour is analyzed, hypotheses on cognitive consequences and on behavioural consequences are tested. It is demonstrated that coupon proneness and value consciousness are distinct constructs, both of which underlie coupon redemption behaviour, and both constructs are related differentially to other constructs of interest. Need for further theoretical development is emphasized. |
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