Standing Near a Coupon-Cutter Makes You Look Cheap

Although more of us are cutting coupons these days, the practice is still looked down upon. The Chicago Journal of Consumer Research explains:

…the innocuous behavior of coupon redemption is capable of eliciting stigma by association. The general finding across four studies shows that the coupon redemption behavior of one consumer results in a second non-coupon-redeeming shopper being stigmatized by association as cheap…

More important, the research identifies a number of factors that protect a non-coupon-redeeming shopper from the undesirable experience of stigma by association, even during another shopper’s redemption of a low value coupon.

If you care enough about the way people perceive your financial status to actively avoid coupon-cutters at the grocery store, you better get your produce delivered. Coupons are so commonplace now. In fact, I rather envy coupon cutters for their tenacity in finding good deals.

Would you be embarrassed to stand in a grocery store line behind someone using coupons?

Written by Drea Knufken

Drea Knufken

Currently, I create and execute content- and PR strategies for clients, including thought leadership and messaging. I also ghostwrite and produce press releases, white papers, case studies and other collateral.