Regret and Non Redemption of Daily Deals: Individual Differences and Contextual Influences

Scheinbaum, Angeline Close., Shah, Pratik., Kukar‐Kinney, Monika. and Copple, Jacob., 2020. Regret and nonredemption of daily deals: Individual differences and contextual influences. Psychology & Marketing, 37, 535-555.

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See all articles by Angeline Close Scheinbaum

Angeline Close Scheinbaum

University of Texas at Austin; Clemson University

Pratik Shah

affiliation not provided to SSRN

Monika Kukar-Kinney

affiliation not provided to SSRN

Jacob Copple

affiliation not provided to SSRN

Date Written: May 13, 2020

Abstract

The growth of online daily deal price promotions and the resulting consumer non-redemption of
daily deal coupons is worthy of understanding from a psychological lens of non-consumption.
Whereas there is an emerging literature on daily deals and established literature on barriers to
redemption, there exists a gap in where this scholarship intersects. This research provides a
conceptual model explaining why consumers purchase daily deal coupons and do not redeem
them. We explain consumers’ reasons for buying a daily deal upfront along with their reasons for
not using it from theoretical lenses of reasons theory and social motivations theory. On testing
the model empirically with qualitative and deepening insight via quantitative methods, the
findings reveal that reasons for purchasing daily deals are rooted in individual consumer level
factors (i.e., price-consciousness, buying impulsiveness, and susceptibility to interpersonal
normative influence). Further, reasons for non-redemption are explained by contextual elements
of the daily deal (i.e., offer distinctiveness, the total number of daily deals sold, restrictions on
using the deal, and low discount size). Our findings suggest that post-purchase regret ultimately
explains a key reason deals go unused. Marketing implications are offered in the areas of
characteristics of daily deal offers.

Keywords: Non-consumption, multi-method, regret, online consumer behavior

Suggested Citation

Scheinbaum, Angeline Close and Shah, Pratik and Kukar-Kinney, Monika and Copple, Jacob, Regret and Non Redemption of Daily Deals: Individual Differences and Contextual Influences (May 13, 2020). Scheinbaum, Angeline Close., Shah, Pratik., Kukar‐Kinney, Monika. and Copple, Jacob., 2020. Regret and nonredemption of daily deals: Individual differences and contextual influences. Psychology & Marketing, 37, 535-555.. Available at SSRN: https://ssrn.com/abstract=

Angeline Close Scheinbaum (Contact Author)

University of Texas at Austin ( email )

2317 Speedway
Austin, TX 78712
United States

HOME PAGE: http://angelineclose.com

Clemson University ( email )

Clemson, SC 29631
United States

HOME PAGE: http://www.clemson.edu/business/about/profiles/aschein

Pratik Shah

affiliation not provided to SSRN

Monika Kukar-Kinney

affiliation not provided to SSRN ( email )

Jacob Copple

affiliation not provided to SSRN

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