Effects of Offline Versus Online Promotional Media on Consumer Response
通过实地和实验室实验发现，线下（如纸质优惠券）比线上媒体更能有效促使消费者兑换优惠券，这一效应受认知投入中介，且对品牌依恋低的消费者更明显。
In the digital age, marketers are increasingly utilizing online sales promotions. This study, however, hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories. This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect.