Pre-Trial Cognitive Effects of Cents-off Coupons

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Abstract
Cents-off coupons have become a popular sales promotion tool in recent years. However, the effects of coupons, and other such deals, on consumers' cognitive structures and choice decisions are not well understood. This paper examines the impact of cents-off coupons at the pre-trial stage. Of specific interest are the effects of such coupons on pre-trial cognitive structure elements such as beliefs, attites, behavioral intentions, and cognitive responses. These effects are tested in an experimental setting. Results show that at the aggregate level coupons may influence behavioral intention to try the brand without any significant effects on intermediate cognitive elements. However, at the individual level, they appear to function as an effective distracting element by inhibiting negative thoughts that might otherwise arise about the brand. This reduction in counterargumentation toward the brand serves to create a more favorable cognitive structure regarding the brand. Implications of the results for marketers and avenues for future research are outlined.

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