Spiekermann, Sarah; Rothensee, Matthias; Klafft, Michael - In: Journal of Consumer Marketing 28 (2011) 4, pp. 280-289
Purpose – In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial...