highly coupon and sale prone consumer: benefits beyond price savings
Judith A. Garretson Louisiana State University andScot Burton University of Arkansas
Both practitioners and researchers remain very interested in the impact of sales promotion strategies on consumer behavior (Ehrenberg, Schriven, and Barnard, 1997; Gardener and Trivedi, 1998; Green, 1995; Howell, 2001; Mela, Gupta, and Lehmann, 1997; Simms, 2000). Many organizations include significant budget allocations for sales promotion, and marketers vacillate between strategies that focus on the short-term behavioral incentives reaped by sales promotion and the long-term payoffs for advertising noted in recent studies that model the...