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Psychologische Grundlagen des Couponing

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Handbuch Couponing

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Zusammenfassung

Gerade Amerika-Reisende machen ständig Erfahrungen mit „Coupons“. Wer auf den Highways von Staat zu Staat fährt, findet Hefte voller Coupons beim Essen in den bekannten amerikanischen Fast-Food-Ketten, die zu günstigen Übernachtungen berechtigen. In den Sonntagszeitungen findet man Beilagen mit unzähligen Coupons. Wer im Internet spezielle Seiten aufruft1, kann sich Coupons für alle Zwecke herunterladen. Bekommt man dann noch persönlichen Einblick in amerikanische Familienverhältnisse, erlebt man den Traum mancher Dialogmarketer: Einzelne Familienmitglieder verbringen schon mal einen ganzen Sonntagvormittag mit dem Suchen nach guten Angeboten, verbunden mit dem Ausschneiden und Ordnen der Coupons. Und das Beste: Ausgeschnittene Coupons werden an Dritte verschenkt bzw. untereinander getauscht! Ja, es gibt sogar die „Super-Couponer”, die Couponing als Hobby betreiben, kombiniert mit der ständigen Herausforderung, nie den vollen Preis eines Produktes zu bezahlen. Sie möchten ohne ökonomischen Zwang einfach intelligente Konsumenten sein (vgl. Price et al. 1999 sowie Hartmann „Couponing in den USA“ in diesem Handbuch).

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Authors
  1. Robert K. Bidmon
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Editors and Affiliations

  1. München und Bonn, Deutschland

    Wolfgang Hartmann , Ralf T. Kreutzer  & Holger Kuhfuß ,  & 

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Bidmon, R.K. (2003). Psychologische Grundlagen des Couponing. In: Hartmann, W., Kreutzer, R.T., Kuhfuß, H. (eds) Handbuch Couponing. Gabler Verlag, Wiesbaden. https://doi.org/10.1007/978-3-663-01559-8_9

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  • DOI: https://doi.org/10.1007/978-3-663-01559-8_9

  • Publisher Name: Gabler Verlag, Wiesbaden

  • Print ISBN: 978-3-663-01560-4

  • Online ISBN: 978-3-663-01559-8

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