Looking Cheap Because of Coupon Clippers
Here is a study for anyone suffering from the fear of looking cheap. According to an article from the Journal of Consumer Research, the reason less than two percent of Americans use coupons is likely because of fear of being viewed as cheap or poor. But (this is the part that makes me laugh) not only do coupon clippers look cheap, but anyone standing near them do too.
Authors of the study, "Stigma-by-Association in Coupon Redemption: Looking Cheap Because of Others", Jennifer J. Argo (University of Alberta) and Kelley J. Main (University of Manitoba) studied a phenomenon called "stigma-by-association," which has already been documented in regard to physical disabilities and alcoholism. In a series of studies, the authors found that coupon stigma is real and it transfers to people who are in close proximity to coupon users.
"One implication that arises from society's fascination with wealth and status is that when consumers engage in behaviors that differ from this view they risk being sanctioned," the authors explain. "Using a retail context, we conducted four experiments to demonstrate that the presence of one consumer redeeming a coupon results in a second non-coupon redeeming shopper being stigmatized-by-association (i.e., perceived as cheap)."
How to Avoid Catching the "Cheap" Stigma (Oh, Please!)
The researchers interviewed shoppers who observed people using various kinds of coupons. They tested participants' impressions of the coupon shoppers and people standing near them. They found that people had negative ideas about the people using coupons, especially low-value coupons. This stigma was more likely to be transferred if the shoppers knew each other well, stood in the same line, or were of similar (average) attractiveness.
In addition, the authors discovered two ways to avoid catching the coupon stigma: standing in a different checkout lane or being highly attractive. In fact, being highly attractive also protected coupon redeemers from being stigmatized.
"Thus, in a naturally occurring environment, where our interest in coupon redemption is not salient, consumers appear to infer that one shopper in the retail environment is cheap based on the behavior of another," the study concludes.
At least now I know how to break up the boredom at the grocery store. I'll just find the line with the snobbiest person in it and pull up behind them with my mega-coupon box in full view. If I'm going to look cheap, I may as well enjoy a few cheap thrills.
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Comments
Where the hell is a store? I’ve been online looking for 10 minutes. I live in zip 23452
What store Carole?
I LOVE COUPONS!!!!!!I SAVED 54 DOLLARS ONCE(WE SET A BUDGET AT THE GROCERY STORE). I TOOK THAT 54 DOLLARS I SAVED AND HAD A DELICIOUS MEAL OUT WITH MY GIRLFRIEND..SHES ADDICTED TO COUPONS TOO.
I use coupons weekly. I shop based on coupons, sales and freebies. I save over $100 per month. I don’t need to use coupons for financial reason. I save and invest this money to assist my early retirement. I don’t care if anyone around me makes fun or me or thinks I’m cheap. I know I’m the smart one!
I agree with Laura. I’m a college student and have to save as much as I can for more important things. Coupons do add up!
I remeber when my oldest daughter was a baby. I was a stay at home mom. I went shopping for baby food and diapers one day, armed with a boatload of coupons. One of the coupons wouldn’t scan and the cashier was giving me a hard time. I told her to get a supervisor and I had to explain to her why the coupon was valid. As I was walking out of the store, I heard the supervisor say to the cashier, “She must be on welfare!” Actually, my husband had a good job. I was trying to be careful with the money. So I experienced this kind of prejudice first hand. My response? Show up with even more coupons!
Thanks for such an enlightening article … I truly do feel sorry for the one’s that don’t use coupons, because they ‘waste’ so much money per month and their credit cards balance’s are growing each month, too. * I paid two cards off by using coupons, saving money and paying more on the cards each month.
My store experience: usually, everytime I am at the store the person behind me starts to ‘hoo and hum’ while I am checking out, but when they hear what my total to pay for it all, 75% of the time they ask how I spend so little, I tell them … Coupons are like cash - use them and you will save money!
I have been using any type of coupon I could use since I was maried 50 years ago.
I love to shop with coupons to make extra $$$’s. Last week, my bill was 190.00 & I only paid $79.00. Do I have to shop with coupons? No, but why not???? A fool and their money soon part. Tomorrow - I’m off to get some free shampoo.
BTW…
Check those receipts. I found 3 mistakes last week.I find mistakes often.
Happy clipping.
I think coupons are great, I am going to try and incorporate them into my website. Hope I can!!
I saved $12,843.21 last year on coupons, license plate says “Icoupon”, and took 2 trips with the money I saved. I say, “If I look cheap, I stil have more money in my pocket than the one standing in line behind me.”
I hate buying stuff for full price when I know there’s a coupon for it. Those dollars add up quick.