The influence of coupon duration on consumers’ redemption behavior and brand profitability

Zelin Zhang, Minghui Ma, Peter Popkowski Leszczyc and Hejun Zhuang

European Journal of Operational Research, 2020, vol. 281, issue 1, 114-128

Abstract: This research proposes an analytical model of the joint optimization of coupon face value and duration together with the product price, and determines the impact of coupon design on consumers’ redemption behavior. A model of rational forward-looking consumers’ redemption behavior is derived that incorporates forgetting (to redeem) and stochastic redemption costs.

Keywords: (D) Analytics; (D) Behavioral OR; (D) OR in marketing; (D) Pricing; (O) Retailing (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ejores:v:281:y:2020:i:1:p:114-128

DOI: 10.1016/j.ejor.2019.08.029

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