2004•Journal of Marketing ManagementRequires access

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

Yin Wen, Alan J. Dubinsky

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.

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Key concepts: Coupon, Face value, Framing (construction), Advertising, Face (sociological concept), Business, Value (mathematics), Marketing