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Extreme Couponing: An Exploratory Study
Zboja, Goldsmith, Clark and Gatzlaff
EXTREME COUPONING: AN EXPLORATORY STUDY
JAMES J. ZBOJA, Creighton University
RONALD E. GOLDSMITH, Florida State University
RONALD A. CLARK, Missouri State University
KEVIN M. GATZLAFF, Ball State University
The marketing literature devotes little coverage to the topic of extreme couponing, even though the
consumer minority of heavy coupon users accounts for the bulk of coupon redemption. The present
research seeks to close this gap by examining the attitudes of coupon users toward the practice of
extreme couponing. The research uses a qualitative study plus an additional quantitative analysis of
survey data from an online coupon user community (n = 309). The results indicate that most coupon
users hold negative opinions of the practice of extreme couponing and there are only minor
differences between couponing behaviors of those who self-identify and are positive toward extreme
couponing compared with those who do or are not. A typology of coupon users is also introduced.
INTRODUCTION
After a record of 332 billion coupons were
distributed in 2010 (NCH Marketing Services,
Inc., 2011), coupon distribution declined
slightly in recent years: from 329 billion in
2013 to 321 billion in 2015 (Inmar, Inc., 2016).
Over the same period, coupon redemption
dropped from 3.5 billion to 2.5 billion (Inmar,
Inc., 2016). The decline can largely be
attributed to a natural decrease in consumer
frugality since the peak of the Great Recession
to the present period of recovery and to the
trend by supermarkets to offer more prepared
food. Nevertheless, any decline in coupon
redemption stimulates inquiry into the value of
the coupon as a form of sales promotion.
According to the Nielsen Company, the “80/20
Rule” is in effect when it comes to coupons;
83% of units purchased with manufacturer
coupons in 2009 were done so by just 22% of
households, and these coupon enthusiasts
accounted for 18% of all unit purchases,
making them a key target market for
manufacturers (Hale, 2010). For marketers who
continue to distribute coupons, newspapers and
other media who depend on them for revenue,
and for those interested in promoting consumer
welfare through smart shopping, understanding
coupon use can help develop strategies to
encourage their use. Thus, the purpose of the
present study was to increase our knowledge of
coupon use by focusing on extreme couponers
The Marketing Management Journal
Volume 28, Issue 2, Pages 93-107
Copyright © 2018, The Marketing Management Association
All rights of reproduction in any form reserved
93
and the attitudes of other shoppers towards
them.
The W all Street Journal coined the term
"extreme couponers" in 2010 to describe the
most frequent coupon users. Indeed, these
coupon enthusiasts were featured on national
news and television programs, such as Extreme
Couponing, during the peak of the Great
Recession. Extreme couponing is the practice
of avid coupon collecting, organizing and
redeeming with the goal of maximizing the
quantity of products acquired, while
simultaneously minimizing per purchase
expenditures. Extreme couponing as a
phenomenon likely emerged as a product of the
increase in consumer frugality during the Great
Recession (Curnalia, 2014). While extreme
couponing has declined slightly from the fervor
of the Great Recession, some consumers still
practice it today as penny-pinching behaviors in
a post-recession economy are still valued by
frugal consumers (Williams, 2017). As noted
by a recent U.S. News & W orld article,
“Extreme couponing may not be all the rage the
way it was during the recession, but it's still
popular and probably always will be. Saving
money never goes out of style” (Williams,
2017).
Although the heaviest users of coupons appear
to be the key drivers of overall coupon use, the
marketing literature contains scant research on
extreme couponing, leaving it to the popular
press to describe this phenomenon of consumer
behavior. The present study seeks to fill that
gap to help marketers better understand extreme
Marketing Management Journal, Fall 2018
Extreme Couponing: An Exploratory Study
couponing plus the attitudes of coupon users
toward the practice. Based on the little we
know, some consumers have been intrigued and
increasingly attracted to couponing by the buzz
created by the U.S. media; however, it is
certainly possible that many longtime moderate
coupon users are less than enthusiastic about
the concept. Even moderate coupon use has at
times caused frustrations for other shoppers
who must wait in line to checkout behind
customers using multiple coupons. However,
some of the more extreme behaviors exhibited
by
extreme
couponers
are
certainly
controversial and, thus, potentially even more
frustrating for other customers.
In fact, because of the behaviors of extreme
couponers depicted in the TV show, coupon
users may suffer from a perceived “courtesy
stigma” or “stigma by association” (Goffman,
1963) caused by the backlash against the
depictions of extreme couponers in the
marketplace. Although these consumers may
not have exhibited any of the questionable
behaviors that can lead to stigma, just using
coupons may be enough evidence to associate
them with the behaviors in the minds of other
customers. Our findings suggest that some
potential users may be put off by negative
images of extreme couponers, suggesting that
promoters of the practice might steer away
from such negative portrayals and emphasize
instead the positive aspects of couponing.
The present study’s goal is to examine the
attitudes and opinions of coupon users on the
concept of extreme couponing, a topic which,
even at the height of its popularity, received
surprisingly little coverage outside of the
popular press. Our primary research question is
what do shoppers who regularly use coupons
think of the term and practice of extreme
couponing and its implications? In so doing,
this research provides some insight into
consumer perceptions of the practice of extreme
couponing as well as the motivation of these
heaviest coupon users. Part of this study
includes comparing couponing behaviors
between those who consider themselves to be
“extreme couponers” and those who do not, and
between those who feel positively and
negatively about extreme couponing. Are there
significant differences among these groups in
terms of their couponing behavior?
Marketing Management Journal, Fall 2018
Zboja, Goldsmith, Clark and Gatzlaff
Based on respondents’ opinions of whether they
are extreme in their coupon use and the tone of
their opinions of the concept and practice of
“extreme couponing,” a typology of coupon
users is developed. This typology can be used
to examine the level of time spent on couponrelated activity, as well as relative average
dollars saved by the developed segments. With
this knowledge, marketers can devise ways to
get coupons to those most likely to use them in
the most efficient and convenient manner
possible. Success should benefit both
marketers,
distributers,
and
especially
consumers who would most benefit from the
savings coupons afford. Additionally, the
typology can shed light on some of the
motivations and foci of couponing behavior in
each of the four segments. Finally, while
focused mostly on qualitative results, this
research seeks to answer the call for quality
qualitative research in marketing to better
inform empirical efforts (e.g., Cohen, 1999;
Hall & Rist, 1999; Nevid & Maria, 1999).
LITERATURE REVIEW
AND HYPOTHESES
Coupon Background
Research on coupon use by consumers did not
appear until the late 1970's (Bonnici Campbell,
Fredenberger, & Hunnicutt, 1997), despite their
use in practice since the nineteenth century
(Babakus, Tat, & Cunningham, 1988). The
literature discusses three primary purposes of
using coupons as a means of sales promotion
(Blattberg & Neslin, 1990): (1) to attract new
users to a product category, (2) to get current
users to switch brands, and (3) to encourage
repeat purchases. Coupons have also been
popular among marketers for their relative
immediacy and traceability, as well as among
consumers because they reduce the product’s
price and the perceived risk of new product
trial.
Two streams of coupon research characterized
the past literature on coupon use (Mittal, 1994).
The first stream is from the perspective of the
marketer, more focused on the aggregate
modeling of effects on redemption, such as
coupon face value (e.g., Ward & Davis, 1978),
expiration date (e.g., Inman & McAlister,
1994), and distribution volume (e.g., Neslin,
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Extreme Couponing: An Exploratory Study
1990). An example of more recent research in
this stream focuses on the impact of coupon
design on attitudinal loyalty (Wierich & Zielke,
2014); specifically, that personalization has a
greater positive effect on loyalty than does the
face value and minimum purchase conditions of
the coupon. The second stream, from the
consumer’s perspective, focuses on coupon
redemption by demographics and by individual
differences among consumers. This research
stream has resulted in relatively inconsistent
results. For instance, some research finds
coupon users to be older (Levedahl, 1988);
younger (Teel, Williams, & Bearden, 1980);
and older and younger, but not middle-aged
(Ward & Davis, 1978). The age of these
studies, however, suggest that they need to be
updated.
While most studies of coupon users seem to
support a mid- to higher income for coupon
users (e.g., Shoemaker & Tibrewala, 1985),
Levedahl (1988) describes the relationship
between income and coupon use as curvilinear;
that is, peaking at mid-income levels, then
decreasing as income rises. Many of these same
researchers report that coupon users tend to be
better educated and have larger households than
non-users. Furthermore, Harmon and Hill
(2003) report that, despite evolving gender
roles in terms of shopping trends, only 17% of
men (versus 24% of women) describe
themselves as coupon users. The present study
seeks to contribute to this second stream of
inquiry by adding knowledge of consumer
coupon use by focusing on extent of use.
A recent new stream of coupon research has
addressed the newer methods by which
consumers
obtain
and
use
coupons.
Consequently, recent coupon research has
focused on the newer media from which
consumers obtain and use coupons. Clark,
Zboja, and Goldsmith (2013) emphasized the
important mediating role of coupon proneness
in both online (digital) and traditional coupon
use. Kang, Hahn, Fortin, Hyun, and Eom
(2006) studied consumer intent to use both
traditional and e-coupons. Their research found
the construct of perceived behavioral control to
be vital to e-coupon use intentions, but not
traditional coupon use intentions. This finding
indicates the application of theory of planned
behavior as most appropriate for e-coupon use,
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Zboja, Goldsmith, Clark and Gatzlaff
while the theory of reasoned action can more
appropriately be applied to traditional coupon
use intentions. Further, online coupons are
processed differently than traditional print
coupons and have outperformed them in
attention, emotional engagement, buying
intentions, and awareness (Clip or click, 2009;
Suri, Swaminathan, & Monroe, 2004).
An increasing number of research articles have
studied mobile coupons that are issued to and
used by consumers via mobile devices (e.g.,
iPhones). Many of these efforts focus on
consumer adoption and acceptance of mobile
media for coupon use, compared by gender (Ha
& Im, 2013), nationality (Muk, 2012), and
perceived value and individual differences,
such as innovativeness and coupon proneness
(Zhao, Zhao, Chau, & Tang, 2015). Im and Ha
(2012) show that perceived usefulness,
attitudes, and behavioral intentions differ across
Rogers’s (2003) adopter categories (i.e.,
innovator, early adopter, early majority, late
majority,
and
laggards).
Moreover,
Khajehzadeh, Oppewal, and Tojib (2015) report
that for retailers offering hedonic products,
shopping motivation is most vital for
influencing mobile coupon use, whereas
convenience and location hold more weight for
consumers shopping for utilitarian goods. The
present study thus contributed to the body of
knowledge on coupon users by focusing on
amount of use and including both print and the
newer electronic coupons.
Heavy Users of Coupons
Coupon usage seems to exist along a spectrum
of nonuse to occasional use to moderate use to
heavy use. Extreme couponing would represent
the heaviest of heavy users. As mentioned,
there exists a substantial body of literature on
coupon use versus nonuse. What is missing
from the body of research on couponing,
however, is a focus on the heavy users. This
omission is puzzling because heavy users in a
product category often account for much of its
sales and profits so that usage rate often forms a
basis for a product’s segmentation strategy (cf.
Hackleman & Duker, 1980; Sharpe & Granzin,
1974). Moreover, a minority of coupon users
seem to account for most coupon redemption
(e.g., Hale, 2010). Thus, the primary purpose of
the present study is to focus on a better
Marketing Management Journal, Fall 2018
Extreme Couponing: An Exploratory Study
understanding of these heavy users so that
marketers can improve their efforts to persuade
them to use their specific coupons. We also
attempt to uncover a possible reason why so
few consumers use coupons. The widely
available imagery of the “extreme couponer” in
the media is often not a positive one, which
could lead shoppers to avoid couponing
because of the phenomenon known as “stigma
by association.”
Stigma by Association
The ancient Greeks used the term “stigma” to
refer to physical evidence (e.g., cuts, burns)
used to expose blemished individuals to be
avoided by the “normal” populace (Goffman,
1963). Today, the term refers more to “the
disgrace itself than to the bodily evidence of it;
an
attribute
that
is
deeply
discrediting” (Goffman, 1963, pp. 2-3). The
concept of “stigma by association” (coined
originally as “courtesy stigma”) was introduced
by Goffman (1963) to describe a situation in
which there exists a spillover effect extending
to an individual who is in some way associated
with, or perceived to be associated with, a
stigmatized individual. While Goffman’s
original conception of courtesy stigma
considered primarily an extension of the stigma
to individuals who were closely connected to
the stigmatized (e.g., family members), more
recent research shows some evidence of a
proximity effect, where merely a perceived
connection was sufficient for an extension to
occur (Hebl & Mannix, 2003). Recent research
has examined stigma by association in varied
contexts, such as organizational misconduct
(Pozner, 2008), blacklisting of artists during the
“red scare” in Hollywood (Pontikes, Negro, &
Rao, 2010), and racial concerns in assignment
of monetary sanctions in criminal courts
(Harris, Evans, & Beckett, 2011).
Researchers also find stigma by association in
the context of coupon use. Argo and Main
(2008) report that the stigma of perceived
cheapness of coupon-redeeming shoppers to
extend to adjacent non-coupon-redeeming
shoppers, particularly in cases of high similarity
between the shoppers and low-value coupons.
While coupon use has been shown to be
avoided by some consumers to reduce negative
social consequences, such as looking cheap to
Marketing Management Journal, Fall 2018
Zboja, Goldsmith, Clark and Gatzlaff
other consumers and/or the cashier at checkout
(Ashworth, Darke, & Schaller, 2005;
Brumbaugh & Rosa, 2009; Dhar and Hoch
1996), it is possible that additional consumers
do not participate, reduce, or even discontinue
coupon use to avoid being associated with
extreme couponers. The disassociation with
extreme couponing can be seen as a result of an
individual’s attempts to avoid being tainted
with the stigma that being assigned the label of
“extreme couponer” may bring. Therefore,
consistent with the 80/20 rule and previous
findings regarding coupon redemption, plus the
possibility of a stigma by association effect, our
first hypothesis is:
H1: The majority of coupon users
surveyed do not self-identify as
“extreme couponers.”
There is likely a contingent of consumers in the
marketplace who have been avid coupon users
long before the term “extreme couponer” came
into the public consciousness. While some
consumers embrace the term, the authors
contend that many more coupon users actively
avoid the term in an effort to avoid stigma by
association. They, and others, witness what
they considered to be unacceptable behavior
exhibited by coupon enthusiasts on television
shows as well as online and do not wish to be
associated with them in any way.
Our study specifically focuses on coupon users’
opinions of extreme couponing, since it would
be considerably less surprising to find that
consumers who aren’t coupon users felt
negatively toward extreme couponing. In short,
opinions of extreme couponing vary across all
levels of coupon users. The contention of the
authors, however, is that even many active
coupon users feel negatively toward the concept
and practice of extreme couponing. It is
possible that some shoppers feel even more
negatively than do non-coupon users because
extreme couponing reflects negatively on their
own couponing behaviors. In fact, it is possible
that some heavy coupon users feel very
negatively toward extreme couponing, while
some novice coupon users may feel quite
favorable toward the practice (and even aspire
to become an extreme couponer). All this taken
together, along with the vivid imagery of
extreme couponers portrayed in the media, we
expected that coupon users would not have a
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Extreme Couponing: An Exploratory Study
very positive image of them, and so the second
hypothesis proposes:
H2: The tone of the narratives of the
coupon users surveyed tend to be
negative toward the concept of
“extreme couponing.”
Interestingly, many of these coupon users will
not actually disassociate from couponing
behaviors so much as to disassociate from the
concept of extreme couponing. Couponing is a
way of life for many consumers, and a very real
part of their self-image is tied to their saving
money for their families. As a result, they may
feel negatively toward the concept and practice,
but that is not enough to modify their own
behaviors. As such, the authors also expected
not to find significant differences in couponrelated behaviors across groups of coupon users
based on their self-identification (or not) with
the term “extreme couponing,” along with the
tone of their narrative. The reasoning here is
their self-identification (or lack thereof) and
tone of narrative is due to an attempt to avoid
stigma by association, rather than a lack of
participation in the couponing activities. The
following coupon-related behaviors are
included in the study: weekly time spent
looking for coupons, planning for coupon use,
shopping, surfing couponing websites for social
reasons, and the weekly dollar amount saved.
H3: There are no significant differences in
couponing behaviors across groups
who identify/do not identify as
extreme couponers and have positive/
negative narratives about the concept.
Finally, the authors also sought to profile
coupon users based on their self- identification
(or not) with the term “extreme couponing,”
along with the tone of their narrative. These
profiles should serve to better understand the
attitudes and opinions of coupon users in the
marketplace. Additionally, it is hoped that this
taxonomy can shed light on motivations of
individuals in each group, that can vary (and, as
hypothesis 3 states, not vary) based on their
opinions toward extreme couponing.
Zboja, Goldsmith, Clark and Gatzlaff
METHOD
Sample
Given that the study sought to get opinions and
attitudes of coupon users, a judgment sample (n
= 309) consisting of members in the United
States of the social couponing website, “A Full
Cup,”
(www.afullcup.com)
was
used.
Participation was solicited on the website itself,
as one of the authors is an active member. The
questionnaire was available to the participants
on Survey Monkey. The makeup of the sample
was 97% female and 92% Caucasian. The
average age of respondents was 37 years;
nearly half of the sample held at least a fouryear college degree, and half of the sample
exceeded an annual household income of
$60,000. It is important to note here that, given
the source of the sample used, every respondent
had at least some level of couponing
involvement. For a point of reference, the
median reported weekly dollar amount saved
using coupons was $75, which would certainly
be indicative of at least a moderate user.
Data
For the qualitative portion of the survey, the
respondents were simply asked one open-ended
question: “Do you consider yourself to be an
‘extreme couponer?’ Please describe why or
why not.” Conventional content analysis was
used to code the narrative data during analysis,
whereby codes were derived from patterns
observed in the data. As such, we focused on
frequency of common themes as central to
inclusion in the discussion. The qualitative data
were coded and categorized on two levels:
whether the respondent indicated that he/she
was indeed an “extreme couponer,” and
whether the tone of the answer (and
presumably, the attitude toward extreme
couponing) was positive or negative. The hope
was that an open-ended question of this sort
would result in a richer amount of information
than would otherwise be obtained. As it turns it,
it certainly did.
While the purpose of this paper is mostly
concerned with the qualitative data, the authors
also sought to investigate some relationships of
extreme coupon attitudes with other coupon
behaviors in the study, namely, the estimated
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Marketing Management Journal, Fall 2018
Extreme Couponing: An Exploratory Study
Zboja, Goldsmith, Clark and Gatzlaff
amount of weekly time devoted to planning for
shopping, shopping, and looking for coupons
(see Table 1). Also compared with extreme
coupon attitudes were the amount of time
devoted to coupon-related websites for social
reasons (e.g., giving/receiving couponing tips)
and the total estimated weekly dollar amount
saved.
themselves extreme couponers and those who
do not, as well as those whose tone in
answering the question was positive with those
whose tone was negative among the variables
listed above. A typology of coupon users was
established, based on the consumer’s
declaration of extreme couponing, coupled with
the tone of their provided narrative.
As can be seen in Table 2, all included couponrelated activities are positively correlated as one
might expect.
RESULTS AND DISCUSSION
Analysis
Simple t-tests were run to test the significance
of differences between consumers who consider
Considering the more general results of the
study, the responses of the sample of 309
provide support for Hypothesis 1: only 47
(15%) answered that “yes,” they perceive
themselves to be extreme couponers; 238 (77%)
answered that they did not; and 24 (8%) were
TABLE 1:
Descriptive Statistics
--------------------------------------------------------------------------------------------------------------------Questionnaire Item
Mean SD Median
--------------------------------------------------------------------------------------------------------------------How many hours per week do you spend planning shopping trips?
3.12
3.72
2
How many hours per week do you spend shopping?
3.94
3.83
3
How many hours per week do you spend looking for coupons?
6.20
8.13
3
How many hours per week do you spend on coupon related websites
for social reasons (e.g., for giving/receiving couponing tips)?
5.79
7.93
3
How much, in dollars, do you estimate you save because of your
coupon use and other related activity in an average week?
$107.80 $135.82 $75
--------------------------------------------------------------------------------------------------------------------Note: n = 309
TABLE 2:
Variable Correlations
-------------------------------------------------------------------------------------------------------Planning
Shopping
Looking
Web/Social $$ Saved
-------------------------------------------------------------------------------------------------------Planning
-Shopping
.40**
--
Looking
.45**
.50**
--
Web/Social
.47**
.41**
.63**
--
$$ Saved
.15**
.30**
.18**
.18**
--------------------------------------------------------------------------------------------------------** p < .01
Marketing Management Journal, Fall 2018
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Extreme Couponing: An Exploratory Study
Zboja, Goldsmith, Clark and Gatzlaff
unwilling to commit either way. Further,
Hypothesis 2 was also supported because two
independent judges determined 102 (33%)
narratives to be positive in tone toward extreme
couponing and deemed 114 (37%) to be
negative in tone, while the remaining 93 (30%)
were neutral in tone. The resultant inter-coder
reliability was found to be 91.9%. Where there
were disagreements, they were sorted out
through discussion of each individual case.
The demographics of the two groups, extreme
couponers versus non-extreme, in both cases,
were remarkably similar. Although, however,
the sample was very white and female to begin
with, so this admittedly should not have been
too surprising. The first outcome of note is that
the majority of the sample in each case either
stated that they were not extreme couponers (n
= 238) or indicated a negative tone in their
discussion of the topic (n = 114). This finding
suggests a possible stigma by association within
the ranks of coupon users.
In the comparisons between the extreme
couponers and the non-extreme couponers, the
results were mixed, providing only partial
support for Hypothesis 3. Significant mean
differences between self-identified extreme
couponers and others were found for the
number of hours spent weekly planning and
shopping, but the differences for hours spent
looking for coupons and hours spent online for
social reasons were not significant (4.01/2.86 (p
= .032), 5.06/3.80 (p = .045), 7.30/5.72 (n.s.),
and 6.54/5.36 (n.s.), respectively). Although
those self-reported as extreme couponers also
reported a higher weekly dollar amount saved
($120.53/$105), this difference was not
statistically significant. So, in total, three of the
five behavioral outcomes did not significantly
vary between those who did and did not selfidentify as extreme couponers. Meanwhile, four
of the five comparisons between the positive
and negative tone groups (planning, shopping,
web/social, and $$ saved) were found to be non
-significant.
Behavioral items were examined for differences
across groups of consumers based on their
opinions of extreme couponing. For the
purposes of means comparison, the respondents
whose answers were noncommittal and/or
neutral were set aside in favor of those
responses that specifically stated that they were/
were not extreme couponers and were blatantly
positive or negative in tone. A summary of the
simple t-test results can be found in Table 3.
The only significantly different mean
comparison between those with positive and
negative narratives was relative to reported
number of hours looking for coupons (7.58/5.09
(p = .038), respectively. Interestingly, however,
individuals with negatively-toned narratives
reported higher weekly hours shopping
(4.16/3.88, n.s.) and a higher weekly dollar
amount saved ($111.35/$96.10, n.s.) than those
with positive narratives; however neither
TABLE 3:
Comparisons of Mean Scores Between Types of Coupon Users
--------------------------------------------------------------------------------------------------------------------Are You an Extreme Couponer?
Attitude Toward Extreme Couponing
Questionnaire
Yes
No
Positive Tone
Negative Tone
Item
(n = 47)
(n = 238)
(n = 102)
(n = 114)
--------------------------------------------------------------------------------------------------------------------Planning
4.01a
2.86b
3.49
2.75
Shopping
5.06a
3.80b
3.88
4.16
Looking
7.30
5.72
7.58a
5.09b
Web/Social
6.54
5.36
6.33
5.16
$$ Saved
$120.53
$105.00
$96.10
$111.35
--------------------------------------------------------------------------------------------------------------------Note: Means with different superscripts are statistically different (p < .05) by a two-tailed t-test.
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Extreme Couponing: An Exploratory Study
difference was significant. While the
demographics were nearly identical in both
cases, as mentioned, the exceptions were the
education and income level comparisons
between the negative and positively-toned
respondents. Specifically, the individuals who
responded negatively to the concept of extreme
couponing were found to have significantly
higher levels of both education (56.2% held at
least an undergraduate university degree versus
40% of the positive-tone responders) and
income (56.6% reported an annual household
income of at least $60,000 versus 37%). These
demographic differences might account for the
reported differences.
In addition to the above exploratory
quantitative results, a typology of coupon users
was established based on the content and tone
of respondents’ answers. Combining the two
organizes the data to permit discussion (see
Table 4). Upon looking at all nine groups (that
is, a matrix of yes, no, noncommittal/positive,
negative, and neutral tone narratives) it is
immediately apparent that the sample size of
some of the groups would be too small to
warrant further attention (at least within this
dataset). For example, as one would expect, no
respondents reported that they were extreme
couponers within negatively-toned narratives.
None of the three noncommittal groups were
Zboja, Goldsmith, Clark and Gatzlaff
sufficiently large either (samples of 5, 6, and
13). Thus, the only segments warranting
discussion are the yes/positive cell (the
Enthusiasts, n = 39), the no/positive cell (the
Aspirationals, n = 57), the no/neutral cell (the
Sensible Shoppers, n = 72), and the no/negative
cell (the Disassociates, n = 109). The following
includes a more detailed discussion of many of
the major themes uncovered by the qualitative
portion of the study organized by the segments
just described.
Enthusiasts. The segment that included
individuals that consider themselves extreme
couponers that also submitted a positivelytoned narrative (n = 39) can best be described
as “Enthusiasts.” These individuals are the
“true believers” of extreme couponing (note
that they are smallest group). It seems that
couponing is indeed a lifestyle to some and that
much of these individuals’ identities are tied
into being coupon users. The Enthusiast
segment describe themselves in ways that can
be considered prototypical for this behavior
pattern. They spend time looking for coupons,
planning, and shopping. They also spend time
using coupon-related websites for social
reasons (e.g., giving/receiving couponing tips).
Finally, they report the highest dollar amount of
money saved through couponing.
TABLE 4:
A Typology of Coupon Users
Are You an Extreme Couponer?
Tone of narrative
Positive
Neutral
Negative
Total
Yes
Neither
No
Total
------------------------------------------------------------------------------Yes/Positive
Neither/Positive
No/Positive
Positive N = 39 N = 6
N = 57
102
Enthusiasts
Aspirationals (33%)
------------------------------------------------------------------------------Yes/Neutral
Neither/Neutral
No/Neutral
N=8
N = 13
N = 72
93
Sensible
(30%)
Shoppers
------------------------------------------------------------------------------Yes/Negative
Neither/Negative
No/Negative
N=0
N=5
N = 109
114
Disassociates (37%)
------------------------------------------------------------------------------47 (15%)
24 (8%)
238 (77%)
309
Marketing Management Journal, Fall 2018
100
Extreme Couponing: An Exploratory Study
I'm called the “King of Coupons.”
I have a binder weighing 6 lbs that goes
with me every place.
Yes. I take the time to sort and combine
coupons and roll them into deals.
YES. I put time and effort into couponing
to maximize my family's budget. I
receive a thrill from the hunt for the best
price/savings on an item.
Yes . . . total savings is generally 90%.
I do get almost everything I buy almost
free.
Yes, get many products for very little out
of pocket.
As a group, they genuinely enjoy and take great
pride in saving money for their families and
often share with extended family and donate
extra products obtained for free to local food
banks and shelters.
I love to get things for free, it makes me
feel good. As a stay at home mom, I feel it's
necessary in order for us to save as much
money as possible but still have things we
want.
I take extra time and effort to find deals and
organize and prepare to stock up while
products are cheap. I share my stockpile
with family also.
I do consider myself an extreme couponer.
I buy in excess in order to provide for my
family and friends. I give any extras that I
have to the local food pantry. I love to get
items for free!
I do have a large stockpile and have started
2 non-profit food pantries with coupons.
They also greatly enjoy the process of extreme
couponing and go to great lengths for their
passion of saving (some of which help to shed
light on the origins of the term “extreme”
couponing). To wit:
I sleep and breathe coupons! I dumpster
dive and can't bear to pay full price for
anything.
However, even among the Enthusiast segment,
there is clearly some effort to distance
themselves from the concept of extreme
couponing, as depicted on the show:
Yes, because I seek out, organize and use
coupons more than the average person that
I know. Recently, because of TLC's show
101
Zboja, Goldsmith, Clark and Gatzlaff
this term has some negativity to it so I
sometimes feel the need to tell people that
I'm not one of "those" extreme couponers.
Aspirationals. A recurring theme in the no/
positive segment (n = 57) was that this group
genuinely aspires to become extreme
couponers. Hence, this group could be termed
“Aspirationals.” They report the lowest dollar
amount saved and shop the least, while they are
only second to the Enthusiasts in the amount of
time spent looking for coupons and planning.
Possibly contributing to their aspirational status
was that this segment had attained the lowest
education and income levels, while also having
the highest percentage (60%) of families of four
or more. Despite the overall negativity toward
the practice, it was apparent that many in this
segment have watched and enjoyed the extreme
couponing show on the TLC network and many
are new to couponing. Generally, among this
group, it would seem that certain constraints are
present that keep them from fully realizing their
extreme couponing potential. Although some
cite a lack of time, room for stockpiles, or will
to devote energy to the effort, the majority in
this segment clearly aspire to and are actively
working toward extreme couponer status.
Well . . . EXTREME . . . maybe not so
much, but I do carry a binder filled with
coupons . . . but I don't have the room in
my home to have a HUGE stockpile.
Maybe one day I will. I would love to
achieve the EXTREME coupon title!
Almost . . . I am just learning the ropes of
this!
I wish I was able to do that, but we don't
have the room for stockpiling.
No, I just starting couponing two weeks
ago; however, I aspire to save tremendously
like an extreme couponer.
Sensible Shoppers. While the no/neutral
segment was substantial (n = 72), it did not
offer any information aside from what one
would expect. That is, the respondents in this
group do not concern themselves much with the
idea of extreme couponing; some chose not to
expand in their discussion by only flatly stating
that they were not extreme couponers. Sensible
Shoppers simply are not interested one way or
the other in the concept of extreme couponing
and its implications. Perhaps, demographic
factors play a small role in their neutrality, as
Marketing Management Journal, Fall 2018
Extreme Couponing: An Exploratory Study
this segment report slightly smaller households
than the other segments, coupled with the
highest incomes. The only real concern of most
respondents in this category was saving money;
they were second only to the Enthusiasts in this
category. They are not interested in the
ancillary activities of extreme couponing, nor
do they hold the passion exhibited by the
previous two segments. This segment could be
labeled the “Sensible Shoppers.”
No, I only buy things that I need and I do
not have a large stock pile of items.
Not really. I coupon but it’s not my only
focus in life.
No. I just try to be a smart shopper - pairing
sale items with coupons and buying only
what I know my family will use.
Disassociates. The no/negative group perhaps
shed the most light on coupon user opinions of
extreme couponing. First, this segment was by
far the largest (n = 109). This finding, in and of
itself, serves as an unmistakable signal that the
concept/practice of “extreme couponing” is not
exactly popular with many in the coupon-using
community. This group could be called the
“Disassociates.” Many recurring themes in the
qualitative narratives further confirm this
contention. Among these negative themes (of
varying degree of contempt) are the following:
they have better things to do with their time, do
not dumpster dive for extra coupons, do not
want a stockpile taking up room in their home,
and do not buy things they do not need even if
they are free.
NOT AT ALL. I feel I have better uses for
my time. I am not willing to stockpile
beyond my own kitchen.
No, I buy what I can use and a couple extra
but I do not clear shelves. I also do not just
buy things just because they are free even if
I don't need them.
No, I do not clear shelves. I buy what our
family needs plus a LITTLE to stock up
and that’s all.
They also mentioned that they feel it was
extremely inconsiderate to other customers to
clear shelves of sale products. Coincidentally,
since there is also a show on the same network
as Extreme Couponing on this very subject,
many felt that extreme couponers were
“hoarders” and that they were (at least
borderline) mentally ill.
Marketing Management Journal, Fall 2018
Zboja, Goldsmith, Clark and Gatzlaff
Goodness no! Those people are crazy!!
There's a reason that the show "hoarders"
immediately follows it on TLC.
No, I am a hard core couponer. Extreme
couponers are just organized hoarders.
They give up living space, and time with
their family and buy things they won't ever
use. I buy what I will use in a slightly
higher quantity and stop buying when my
closet and cabinets are full. Yes, I try to use
a coupon on every item I buy, no I am not
extreme. Yes, I shop with a binder of
coupons, but I always stay within coupon
policies at all my stores.
No. I view extreme couponers as those
depicted on TV with neurotic problems like
having to buy 36 mustards because that is
how many coupons she had and she didn't
even like mustard.
Finally, many individuals in this segment felt
that “extreme couponing” is, or has become, a
derogatory term that is insulting to coupon
users:
I don't consider myself to be an extreme
couponer because it is getting a worse and
worse connotation. I would say I am just a
couponer. I love to get excellent deals but I
don't feel the need to get 20 of something;
max maybe 5. I have learned doing this that
there will always be another sale, a better
deal.
I do not consider myself an extreme
couponer and that is mostly insulting to
most individuals who coupon. The people
on that show have tons of stuff they will
never use! Most people, like myself, who
coupon only buy what they use. For
example, I don't have a cat, so why would I
buy, no matter how cheap anything for a
cat?! I coupon to save money for my family
to help us through this economy!
I was called this in the grocery store, two
weeks ago, when I bought $164.95 worth of
groceries for a nickle (sic). I do not and
never will consider myself an extreme
couponer. In my opinion, it is a derogatory
term that should only be used for the worst
kind of couponer. I consider myself a savvy
shopper and nothing more.
Extreme Couponing is ruining it for all of
us who really need to coupon to make it.
102
Extreme Couponing: An Exploratory Study
Interestingly, although the members of this
segment object to the term and practice of
extreme couponing, their time devoted to
shopping is second only to the Enthusiast
segment and the amount saved per week is only
slightly behind the Sensible Shopper segment
for a close third.
The aforementioned typology provides some
insight into coupon user attitudes toward
extreme couponing. It appears there is a
contingent of relatively novice coupon users
who may have been drawn to couponing by the
buzz surrounding extreme couponing who seek
to act in a manner consistent with the level of
couponing acumen they wish to attain. While,
at the same time, there are far more coupon
users with much experience who are quite
effective and efficient at couponing and have
been so for many years. These individuals are
not fans of the extreme coupon movement and
actively disassociate themselves from the
practice. Some theoretical and managerial
implications of these findings comprise the next
section of this report.
Theoretical and Managerial Implications
This research contributes theoretically to the
marketing and promotion management
literature by offering an application of stigma
by association among coupon users. The results
not only indicate a largely negative opinion of
the term and practice of extreme couponing
among coupon users, they also indicate there is
little difference in the amount of couponing
behaviors between those who do and do not feel
this way. One respondent mentions being
referred to as an “extreme couponer” at his or
her local grocery store, and it was clear that it
felt like a derogatory term, whether meant as
such or not. One can imagine that if coupon
users have negative opinions of extreme
couponing (the sample being comprised of
participants from a couponing website), the
average non-coupon user would likely feel at
least the same way, likely more so. At a
minimum, he or she would certainly not
understand the practice. Coupon users in our
sample,
however,
stopped
short
of
discontinuing their coupon use in an effort to
disassociate with extreme couponers. In fact, no
evidence suggests that they even reduced their
coupon use as a result. Instead, they actively
103
Zboja, Goldsmith, Clark and Gatzlaff
and emphatically refute their perceived
membership in the group exhibited on the TLC
show that caused such infamy. This reaction
indicates that many coupon users attempt to
avoid stigma by association with the term and
practice of extreme couponing.
Marketers would be wise to acknowledge the
fact that the majority of coupon users do not
approve of extreme couponing and have no
interest in being associated with it in any way.
So, avoiding any reference to extreme
couponing in communications with these
individuals would certainly be wise. When they
do promote to extreme couponers, marketers
perhaps
should
emphasize
the
price
consciousness of shoppers and feelings of
pride/satisfaction shoppers get who use
coupons as identified by Clark et al. (2013). It
is these sensible shopper traits that motivate
many coupon users and will continue to going
forward. Appealing to those motivations, while
avoiding any possible negative connections to
coupon use, would seem to be a winning
strategy.
Despite this stigma by association provided by
extreme couponing, in some ways, couponing
has never been more popular. A report by
eMarketer (2016) states that “coupons are a
major purchase influencer,” and a recent report
by skulocal.com (2017) leads off with the
headline, “Coupons Continued (And Growing)
Influence Over Major Purchasing Decisions.”
Finally, nearly half of millennial shoppers use
coupons either via their desktop computers or
their mobile phones (eMarketer, 2017). Thus,
while coupon users generally dislike the idea of
and term “extreme couponing,” their coupon
use has seemingly mostly withstood the test of
time. Available outlets and media for coupon
users are numerous. For example, websites,
such as Groupon, have offered an increasingly
easy and convenient way to coupon.
Meanwhile, websites, such as Living Social and
A Full Cup, have transformed to offer much
more, providing a social resource and
community to devoted couponers. Reaching
coupon users from these outlets seems a great
fit for the consumer of today. Also, the stigma
by association that may be felt by consumers
can be mostly taken out of the equation if much
of couponing is done online using convenient
Marketing Management Journal, Fall 2018
Extreme Couponing: An Exploratory Study
Zboja, Goldsmith, Clark and Gatzlaff
coupon codes and such. That is, the stigma by
association may be enhanced when shoppers
directly observe the behavior of extreme
couponers.
in, saving money for their households and
shopping in a sensible manner.
The established typology of coupon users
based on their opinions of extreme couponing
can also be helpful to promotion managers.
First and foremost, the fact that the
Disassociates segment is by far the largest
group of the sample (n = 109), coupled with
the fact that the Enthusiasts segment is by far
the smallest (n = 39), further underscores the
negativity toward extreme couponing held by
coupons users. Thus, any references to the
practice in promotional material should be
reconsidered. Moreover, the most enthusiastic
coupon users across categories often indicated
an interest in saving for family, extended
family, and donating extra food obtained
through couponing efforts. Leveraging this
interest by highlighting similar corporate
interests in promotional efforts would be an
interesting way to earn additional goodwill of
customers. For many years, companies, such as
Campbell Soup (labels) and General Mills (box
tops), have implemented programs focused on
ways consumers can support education in their
home markets. Perhaps similar efforts can be
used to attract coupon users. For example,
companies who distribute coupons could
coordinate efforts with retail chains and food
banks and provide a convenient means of
donating extra consumer goods that are
acquired from couponing efforts.
As with all research, there are some limitations
of the current study worth noting here. First, the
data were collected from a cross-sectional
judgment sample of coupon users. Opinions may
have varied, and possibly been even more
negative, if a random sample of consumers was
recruited. Additionally, the data were collected
in 2011, so it is somewhat dated. However,
given the purpose of the study, it is appropriate
to examine opinions at the height of the extreme
coupon craze. Also, the resultant sample is quite
demographically homogeneous, so generalizing
these results to the overall population may not
be advised. Finally, this study was also far from
exhaustive in nature. Many other consumer
variables could have been included to add
further dimensionality to the segments of
coupon users established. Relatedly, we did not
distinguish coupon behaviors by form (i.e.,
traditional print, online, mobile). Our results
may have been quite different if we had.
In addition, several of the comments made by
our sample indicated that they actively used
coupons out of necessity, i.e., in order to
stretch their dollars as far as they would go.
They might represent a market segment much
like the frugal consumers identified by
Goldsmith, Flynn, and Clark (2014), who are
constrained economically so that they must
practice frugal behavior as an economic
necessity. Finally, among those that held
negative opinions toward extreme couponing,
in particular the segment named the same,
there was much evidence in their narratives
that they see themselves as “sensible
shoppers.” Promotion efforts with similar
themes would seem to resonate with these
consumers who are interested in, and take pride
Marketing Management Journal, Fall 2018
Limitations
Directions for Future Research
Several avenues exist for future research into
extreme couponing. The most obvious is a more
quantitative approach to the present study that
would help further delineate the proposed
typology of coupon users. Along those lines,
examining the varying degrees of perceived
social stigma associated with each couponing
segment would be worthwhile to explore. At the
most extreme end of the extreme couponing
behavior spectrum could be behaviors that are a
product of psychological compulsivity (e.g.,
compulsive shopping, compulsive buying, and
compulsive
purchasing);
therefore,
an
examination of compulsivity at the highest
levels of coupon usage may prove fruitful.
In addition, research into product category and
coupon source (e.g., print, Internet (online),
mobile, etc.) and their relationships to coupon
usage levels would be useful. Although statistics
are available as to the number of coupons
redeemed through different sources, research
into the types of users and which sources they
prefer would make a solid contribution to the
literature. Moreover, coupon use varies by
104
Extreme Couponing: An Exploratory Study
coupon source. Print coupons require
considerable time and effort to acquire,
preserve, and use in a timely manner. Internet
(online) coupons can either be acquired and
used somewhat more easily if obtained through
an online coupon service (e.g., coupons.com)
and either printed or stored on a mobile phone
as a pdf, or they may be highly convenient and
quickly used if delivered just prior to purchase
via an app on a mobile phone. The variety of
ways in which buyers can obtain and use
coupons has expanded in recent years, and
consumers are increasingly demanding these
new modes of distribution (Inmar, Inc., 2016).
Thus, this aspect of consumer behavior
deserves special attention from researchers.
Many additional areas of inquiry could be
explored where couponing is concerned. Barat,
Amos, Paswan, and Holmes (2013) call for
more examination of the emotional benefits of
couponing. Although Clark et al. (2013)
provide some evidence along these lines, more
work is needed, especially if motivations and
attitudes toward couponing constantly evolve.
Based on our findings, this topic would appear
to deserve more study. Being that our sample
was comprised of members of a social website
on couponing, a comparison of actual financial
savings vis á vis the social value of couponing
could be an interesting avenue to explore. From
a rational actor’s perspective, is couponing
worth the time and effort involved? Although
active couponers would agree that it is (see
Clark et al., 2013), we would suggest that for
many it is not. However, the value of the social
interaction online (particularly among stay-athome parents) and possibly the fun of the
activity (thrill of the chase) make up for it.
While our study establishes a typology of
moderate to heavy coupon users, a
comprehensive typology of all consumers who
at least sometime use coupons could be
additionally useful to marketers in their
attempts to get coupons in the hands of those
most likely to use them. Building on the
findings of this study, the extent to which heavy
coupon users are opinion leaders is another area
of interest to marketers. In short, while extreme
couponing may be mostly in the past, coupon
users are still of great interest and there are
many avenues left to uncover.
105
Zboja, Goldsmith, Clark and Gatzlaff
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Marketing Management Journal, Fall 2018
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Reference: Kerin, R. A. & Hartley, S. W. (2017). Marketing. (13th ed.). New York, New York:
McGraw-Hill Education.