Highly coupon and sale prone consumers: Benefits beyond price savings

In recent years, some consumer products' firms have made attempts to replace or sharply reduce the use of sales promotion, including coupons and sales, with everyday low prices (EDLP). While consumers can benefit from EDLP initiatives, the strong negative reactions from many consumers suggest they do not necessarily favor the reduction of sales promotion activities. Their negative response raises concern that consumers who are very highly involved with sales promotion have strong underlying reasons for their resistance. This article attempts to develop a broader understanding of the differences between those consumers highly coupon and sale prone and those less prone to sales promotion across a variety of economic and shopping-related dimensions. Results from three studies reveal that highly prone consumers are drawn to reduced prices, but they also enjoy shopping and gain a sense of achievement by purchasing products on special. Implications of findings are discussed.