The mere possession effect of shareable digital coupons: The mediating role of anticipated self‐enhancement

Abstract

Shareable digital coupons have emerged as a new marketing strategy. Prior literature on shareable coupons assumes that shareable coupons can play a role only after they have been shared with others. Surprisingly, we theorize that shareable coupons can come into play as early as when consumers merely possess them, even before consumers share them with others, an effect that precedes the effect of the actual coupon sharing. In this research, we show that the mere possession of shareable digital coupons (not necessarily the actual sharing) is able to induce anticipated self‐enhancement among consumers. Hence shareable digital coupons are more effective than non‐shareable digital coupons, and the effect is most pronounced among consumers with high image concerns. The higher coupon effectiveness of shareable digital coupons is reflected in consumers' greater urge/intention to acquire the coupon, intention to revisit, willingness to spend, as well as in firm's sales increase when products are promoted with shareable instead of non‐shareable digital coupons. Our work contributes to the literature on shareable coupons, the mere possession effects, anticipated self‐enhancement, and other‐rewarding promotions, and is of important managerial value given the ease with which the shareability feature can be added to coupons.

The influence of self‐brand connection on consumer reactions to symbolic incongruency and perceived betrayal

“…Moreover, this effect is expected to be amplified among consumers with a high self‐enhancement need. Self‐enhancement need refers to the intrinsic motivation of individuals to cultivate and maintain a positive perception of themselves (Baumeister, 2010; Escalas & Bettman, 2003; Valenzuela et al, 2018; Zhang et al, 2023). These individuals attach heightened importance to the impression they present to others (Eisingerich et al, 2015; Sedikides & Strube, 1995), and thus, they are more likely to remain vigilant and react more negatively toward a brand's behavior if they perceive it as potentially damaging to their self‐image.…”

“…These relationships become instrumental for the consumers to reflect a particular image to others (Angelis et al, 2012; Eisingerich et al, 2015; Sedikides & Strube, 1995). Building on the tenets of social‐identity theory and self‐enhancement need (Baumeister, 2010; Escalas & Bettman, 2003; Shrauger, 1975; Tajfel & Turner, 1985; Valenzuela et al, 2018; Zhang et al, 2023), this study proposes that individuals seek to establish strong relationships with brands that align with their self‐concept and reinforce positive evaluations of themselves. Therefore, brand actions that dilute the brand's meaning may negatively impact consumers' self‐concept, especially among those who are highly connected to the brand.…”

Do Electronic Coupon-Using Behaviors Make Men Womanish? The Effect of the Coupon–Feminine Stereotype

“…Traditionally, e-coupons provide price reductions to consumers who acquire and redeem them. Many studies have shown that consumer characteristics such as demographic variables [7,22], psychological variables [6,9,23,24] and social variables [25][26][27][28] may affect customers' e-coupon acquiring and using behaviors. Consumers are often required to provide retailers with their personal information [17] or even pay to acquire and use ecoupons before purchase [2].…”

Digital coupons and Gen Z: An application of technology acceptance model with coupon proneness as a moderator

“…One such demographic cohort that has garnered attention in marketing circles is Generation Z, often referred to as digital natives. Generation Z individuals are characterized by their fluency and comfort with digital technologies (Zhang et al, 2023). They represent a critical target market for digital coupon campaigns due to their tech-savvy nature and reliance on technology for various aspects of their lives.…”