Avoid coupon redeemers: Their stigma is contagious (unless they're attractive)
Monday, September 15, 2008 - 15:07
in Mathematics & Economics
Less than 2 percent of Americans use coupons, likely because of fear of being viewed as cheap or poor. A new study in the Journal of Consumer Research demonstrates that not only do coupon users face stigmatization; people who stand near them do too.