Do Targeted Discount Offers Serve as Advertising? Evidence from 70 Field Experiments
Published Online:24 Jun 2016https://doi.org/10.1287/mnsc.2016.2450
References
- (2013) Advertising in a competitive market: The role of product standards, customer learning, and switching costs. J. Marketing Res. 50(4):489–504.Crossref, Google Scholar
- (2004) Coordinating price reductions and coupon events. J. Marketing Res. 41(4):411–422.Crossref, Google Scholar
- (2003) E-customization. J. Marketing Res. 40(2):131–145.Crossref, Google Scholar
- (2014) Retailers save discounts for bargain hunters. Wall Street Journal (December 28), http://www.wsj.com/articles/retailers-save-discounts-for-bargain-hunters-1419815065.Google Scholar
- (1999) A model of price promotions with consumer search. Internat. J. Indust. Organ. 17(3):371–398.Crossref, Google Scholar
- (1996) Influences on consumer response to direct mail coupons: An integrative review. Psych. Marketing 13(2):129–156.Crossref, Google Scholar
- (1987) The effects of a direct mail coupon on brand choice behavior. J. Marketing Res. 4(4):370–376.Crossref, Google Scholar
- (1989) Analyzing incremental sales from a direct mail coupon promotion. J. Marketing 53(3):66–78.Crossref, Google Scholar
- (1997) Coupon attractiveness and coupon proneness: A framework for modeling coupon redemption. J. Marketing Res. 34(4):517–525.Crossref, Google Scholar
- (2012) A subset-based approach improves power and interpretation for the combined analysis of genetic association studies of heterogeneous traits. Amer. J. Human Genetics 90(5):821–835.Crossref, Google Scholar
- (2014) Why marketplace experimentation is harder than it seems: The role of test-control interference. Proc. Fifteenth ACM Conf. Econom. Comput. (ACM, New York), 567–582.Crossref, Google Scholar
- (1995) How promotions work. Marketing Sci. 14(3):122–132.Link, Google Scholar
- (2010) Shrouded attributes and information suppression: Evidence from the field. Quart. J. Econom. 125(2):859–876.Crossref, Google Scholar
- (1995) Competing coupon promotions and category sales. Marketing Sci. 14(1):105–122.Link, Google Scholar
- (2008) Do shoppers like electronic coupons?: A panel data analysis. J. Retailing 84(3):297–307.Crossref, Google Scholar
- (1997) The determinants of coupon usage. Appl. Econom. 29(12):1631–1641.Crossref, Google Scholar
- (2015) Where, when and how long: Factors that influence the redemption of mobile phone coupons. J. Marketing Res. 52(5):710–725.Crossref, Google Scholar
- (2014) Competing for consumer inattention. J. Political Econom. 122(6):1203–1234.Crossref, Google Scholar
- (2002) An empirical investigation of the spillover effects of advertising and sales promotions in umbrella branding. J. Marketing Res. 39(4):408–420.Crossref, Google Scholar
- Experian Marketing Services (2014) The coupon report: Benchmark data and analysis for e-mail marketers. Technical report, Experian Information Solutions, Schaumburg, IL.Google Scholar
- (2006) Shrouded attributes, consumer myopia, and information suppression in competitive markets. Quart. J. Econom. 121(2):505–540.Crossref, Google Scholar
- (2014) Broken or fixed effects? NBER working paper 20342, National Bureau of Economic Research, Golden, CO.Crossref, Google Scholar
- (2011) Advertising bans and the substitutability of online and offline advertising. J. Marketing Res. 48(2):207–227.Crossref, Google Scholar
- (1996) Estimating the impact of consumer expectations of coupons on purchase behavior: A dynamic structural model. Marketing Sci. 15(3):262–279.Link, Google Scholar
- (2016) A general framework for meta-analyzing dependent studies with overlapping subjects in association mapping. Human Molecular Genetics 25(9):1857–1866.Crossref, Google Scholar
- (2006) Intertemporal effects of consumption and their implications for demand elasticity estimates. Quant. Marketing Econom. 4(4):325–349.Crossref, Google Scholar
- (1994) Do coupon expiration dates affect consumer behavior? J. Marketing Res. 31(3):423–428.Crossref, Google Scholar
- (1981) Using supermarket scanner panels to measure the effectiveness of coupon promotions. John WK, ed. Proc.: Third ORSA/TIMS Special Interest Conf. Market Measurement Anal. (Institute of Management Sciences, Providence, RI), 118–124.Google Scholar
- (1999) Short- or long-duration coupons: The effect of the expiration date on the profitability of coupon promotions. Management Sci. 45(8):1041–1056.Link, Google Scholar
- (2014) Modeling customer opt-in and opt-out in a permission-based marketing context. J. Marketing Res. 51(4):403–419.Crossref, Google Scholar
- (1997) Can advertising copy make FSI coupons more effective? J. Marketing Res. 34(4):473–484.Crossref, Google Scholar
- (2004) The influence of loyalty programs and short-term promotions on customer retention. J. Marketing Res. 41(3):281–292.Crossref, Google Scholar
- (2014) Online ads and offline sales: Measuring the effect of retail advertising via a controlled experiment on yahoo! Quant. Marketing Econom. 12(3):235–266.Crossref, Google Scholar
- (2009) Meta-analysis of genome-wide association studies with overlapping subjects. Amer. J. Human Genetics 85(6):862–872.Crossref, Google Scholar
- (2007) Coupons versus rebates. Marketing Sci. 26(1):67–82.Link, Google Scholar
- (2008) Who’s got the coupon? estimating consumer preferences and coupon usage from aggregate information. J. Marketing Res. 45(6):715–730.Crossref, Google Scholar
- (1984) A price discrimination theory of coupons. Marketing Sci. 3(2):128–147.Link, Google Scholar
- (1990) A market response model for coupon promotions. Marketing Sci. 9(2):125–145.Link, Google Scholar
- (2002) Why do manufacturers issue coupons? An empirical analysis of breakfast cereals. RAND J. Econom. 33(2):319–339.Crossref, Google Scholar
- (1994) The effect of package coupons on brand choice. Marketing Sci. 13(2):145–164.Link, Google Scholar
- (2013) A comparison of the effectiveness of e-mail coupons and mobile text message coupons for digital products. Electronic Markets 23(3):217–225.Crossref, Google Scholar
- (2015) Effect of temporal spacing between advertising exposures: Evidence from online field experiments. Quant. Marketing Econom. 13(3):203–247.Crossref, Google Scholar
- (2016) Advertising spillovers: Evidence from online field experiments and implications for returns on advertising. J. Marketing Res. 53(4):459–478.Crossref, Google Scholar
- (2009) Dynamics of retail advertising: Evidence from a field experiment. Econom. Inquiry 47(3):482–499.Crossref, Google Scholar
- (1995) The advertising exposure effect of free standing inserts. J. Advertising 24(1):29–40.Crossref, Google Scholar
- (2005) Category-specific coupon proneness: The impact of individual characteristics and category-specific variables. J. Retailing 81(3):205–214.Crossref, Google Scholar
- (2012) Measuring and managing returns from retailer-customized coupon campaigns. J. Marketing 76(1):76–94.Crossref, Google Scholar
- (1999) Dynamic competition with customer recognition. RAND J. Econom. 30(4):604–631.Crossref, Google Scholar
- (2004) Price cycles in markets with customer recognition. RAND J. Econom. 35(3):486–501.Crossref, Google Scholar
- (2011) What’s in a “name”? Impact of use of customer information in e-mail advertisements. Inform. Systems Res. 23(3):679–697.Google Scholar

