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Note: Always review your references and make any necessary corrections before using. Pay attention to names, capitalization, and dates. Journal of Marketing Research. Description: JMR publishes articles representing the entire spectrum of research in marketing, ranging from analytical models of marketing phenomena to descriptive and case studies. Coverage: Vol.
Moving Wall: 3 years What is the moving wall? Terms Related to the Moving Wall Fixed walls: Journals with no new volumes being added to the archive. Absorbed: Journals that are combined with another title. Complete: Journals that are no longer published or that have been combined with another title.
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Preview not available. Abstract The measurement of consumers' coupon proneness and the prediction of their redemption behavior is important to the evaluation of marketers' couponing programs. Although considerable attention has been paid in the couponing literature to the identification of factors that influence coupon usage behavior, relatively little work has been done to develop models that can help managers predict consumer response to specific coupons and design effective coupon promotions. The authors propose a model of coupon redemption that extends previous models of coupon usage by considering the joint effects of coupon attractiveness and coupon proneness on redemption, and does not require explicit measurement of these variables.
The proposed model also provides insights into consumer response to coupons that are not provided by the logit model.
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Overall, the model shows considerable promise as an aid to managers in designing coupon promotions and developing precision targeting strategies. Request Permissions. Get Started Already have an account?
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