I'm really that shallow? At least I'm not alone.
Using coupons makes people feel cheap. Using a device that cheapens the price of an item causes a person to feel like they themselves have been cheapened.
That's an interesting statement on our values, perceptions and identities.
Marketing professors Jennifer Argo of the University of Alberta and Kelley J. Main of the Asper School of Business theorize that the act of redeeming coupons elicits a stigma-by-association phenomenon, in which the person redeeming the coupon and those around them are perceived as being "cheap."
via the cbc
