The Effects of a Direct Mail Coupon on Brand Choice Behavior
研究了制造商优惠券的面值如何影响不同消费群体的兑换率和品牌选择行为，发现经常购买该品牌的家庭兑换率更高，且多数消费者在兑换后立即恢复原有购买习惯。
The authors examine the effects of a manufacturer coupon on brand choice behavior. The level of coupon redemption and changes in brand choice behavior after redemption are examined as a function of the household's prior probability of purchasing the promoted brand, likelihood of buying a favorite competitive brand, and coupon face value. A model of the coupon redemption decision is developed to predict response to the coupon promotion by different consumer segments. Predictions from the model are tested by using scanner panel data from a field experiment on coupon face values. Coupon redemption rates are found to be much higher among households that have purchased the brand on a regular basis in the past. The results also suggest that most consumers revert to their precoupon choice behavior immediately after their redemption purchase. These and other findings have important implications for the profitability of coupon promotions.