The Effects of Impression Management on Coupon Redemption across Cultures
研究了印象管理如何影响不同文化消费者的优惠券兑换行为，发现个人主义文化下消费者因觉得兑换显得聪明而更愿意兑换，集体主义文化下消费者因担心显得小气而在他人可见时更不愿兑换。
ABSTRACT This research examines the effects of impression management on consumers’ coupon redemption and suggests different underlying mechanisms with respect to cultural self‐construal. Four studies show that, when primed with impression management, individualistic (vs. collectivistic) consumers are more likely to redeem coupons, because individualists believe that coupon redemption creates the impression of being smart. On the other hand, collectivistic consumers are less likely to redeem coupons when coupon usage is visible to others, because they believe that coupon redemption gives the impression of being cheap. These findings are explained within the context of cultural self‐construal and regulatory focus theory.