Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon?

Daily-deal sites such as Groupon and Living Social have seen explosive growth over the past few years, but many firms are struggling to craft effective messages that will appeal to consumers' deal-seeking motivations.

Regulatory Focus and Daily-Deal Message Framing: Are We Saving or Gaining With Groupon?

Iryna PentinaandDavid G. TaylorUniversity of Toledo and Sacred Heart University

Growing consumer demand for coupons, discounts, and deals, attributed to the recent recession and slow economic recovery, is fertile ground for a multiplicity of online daily-deal websites selling vouchers for steeply discounted local offers. Such relatively new websites as Groupon, LivingSocial, DoubleTakeDeals, YourBestDeals, Dealfind, Go Daily Deals, and others have attracted numerous small and medium businesses as an alternative to local advertising that is targeted, controllable, and accountable (Streitfeld 2011). Such websites...

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