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Fourth, we examined if our effects may be artifacts of power distance belief, impression management, or price sensitivity. Nationality was used to operationalize self-construal.
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These countries were chosen because research suggests that Indians are more interdependent and less independent than Americans Hofstede ; Lalwani and Shavitt ; Monga and John All Indian respondents were proficient in English, so the questionnaire was administered in English. Next, they were asked to list a movie title that they may be interested in renting from the website.
All participants were also debriefed on the fictitious nature of the website. We expected Indians to be more coupon prone than Americans, independent of power distance belief, impression management, price sensitivity, and demographic variables. The data supported this expectation. The positive beta coefficients indicated that Indians vs. Americans and those with high vs. Next, we tested the mediating role of self-regulation, impression management, power distance belief, and price sensitivity.
In PROCESS model 6, we entered coupon proneness as the dependent measure, nationality as the independent variable, and self-regulation, impression management, power distance belief, and price sensitivity as mediators, and conducted 10, iterations. Self-regulation emerged as a significant mediator. Study 2 shed light on the mechanism underlying the link between self-construal and coupon proneness by showing that it was mediated by self-regulatory tendencies hypothesis 2 , but not by impression management, power distance belief, or price sensitivity.
Moreover, we operationalized self-construal using nationality, which demonstrated that our findings are robust across nations. Finally, we used a behavioral dependent variable to ascertain the generalizability of our findings.
Construal Level Theory Trope and Liberman ; Trope, Liberman, and Wakslak suggests that consumers mentally represent behavior at multiple levels. Because under a high vs. However, when temporal construal is low, consumers tend to be myopic and are driven by low-level concerns e. However, because the self-regulatory tendencies of interdependents are already high, there is little scope of elevating them further akin to a ceiling effect. It is noteworthy that manipulating temporal construal and hence, accessibility of self-regulatory strategies allows us to rule out the notion that the relation between self-construal and coupon proneness may be spurious.
H3a: When temporal construal is manipulated to be high, the coupon proneness of independents is enhanced, whereas that of interdependents is unchanged, compared to those in a control condition. H3b: When temporal construal is manipulated to be low, the coupon proneness of interdependents is reduced, whereas that of independents is unchanged, compared to those in a control condition. Study 3 was designed to explore the moderating role of temporal construal in the relationship between cultural self-construal and coupon proneness hypotheses 3a and 3b and to rule out the role of impression management, self-efficacy, need for structure, and price sensitivity.
All participants described five activities in writing e. In the low- high- temporal-construal condition, they imagined that the activities would be held the next day next year. In the control condition, there was no reference to the time when the activities would take place. Following Galinsky, Gruenfeld, and Magee , we restricted the manipulation check to participants in the high- and low-temporal-construal conditions because in the control condition, there was no reference to the time when the activities would take place. Results revealed that participants in the high- vs.
Following Monga and John , we operationalized self-construal via a pronoun counting task.
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In the interdependent condition, the pronouns were we , us , and our , which made the connection between a participant and others salient. Please indicate the likelihood that you will eat only at that chain throughout the month just to redeem that offer even though you have other options.
The data supported these expectations. We conducted a logistic regression analysis with coupon proneness as the dependent measure; self-construal prime, two dummy-coded variables for the temporal construal manipulation, and their interactions as independent variables; and impression management, price sensitivity, need for structure, self-efficacy, and demographic control variables as covariates.
Hence, the relationship between self-construal and coupon proneness varied significantly by temporal construal condition. The positive beta for cultural self-construal suggested that interdependents vs. The moderating role of temporal construal in the relationship between self-construal and coupon proneness study 3. Study 3 explored the moderating role of temporal construal and suggested that a high temporal construal relative to a baseline control condition enhances the coupon proneness of independents, but not interdependents.
However, a low temporal construal relative to baseline conditions reduces the coupon proneness of interdependents, but not independents. Further, self-construal influences coupon proneness in a control condition wherein temporal construal is not changed, but not when it is high or low.
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The study also revealed that our effects are not due to impression management, price sensitivity, need for structure, self-efficacy, or demographics. Some recent research suggests that interdependents vs. If so, our high-temporal-construal manipulation could have acted like the low-temporal-construal condition and interdependents should not have differed in their coupon proneness in these conditions.
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However, the significant main effect of temporal construal suggested that this was not the case. Moreover, interdependents in the high vs. Collectively, the five studies provide converging and robust evidence for the role of self-construal in coupon proneness using a variety of measures and manipulations of the key variables.
Studies 1a and 1b revealed that Asians who tend to be high in interdependence are more coupon prone than Caucasians who tend to be low in interdependence via secondary datasets and a field study. Study 1c showed that interdependence, but not independence, is associated with coupon proneness. Study 2 replicated these findings using a cross-national dataset, and shed light on the mediating role of self-regulation.
Managers who rely on coupons to boost sales may find greater success with segments characterized by high interdependence e. Stores catering to an Asian clientele e. Moreover, marketers with nationwide operations who use coupons would be advised to first target states with high collectivism scores see Vandello and Cohen [ ] for the scores of all 50 US states. Second, marketers could activate self-construal via ads or POP material by using priming procedures, and hence influence coupon redemptions using contextual cues.
Inside the store, marketers could display videos depicting a person enjoying activities alone or in a group. Third, marketers attempting to increase the use of coupons should not bombard consumers with too much information or tax their self-regulatory resources, as these can be depleting and reduce coupon usage. Fourth, among independent consumers e. Fifth, managers of virtue but not vice products may be particularly successful with a couponing strategy with interdependents vs.
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This article also has some implications for consumer well-being and public policy. Economists, social workers, and politicians have lamented the low savings rate in the United States and other Western countries Yoon One way to increase the savings rate is to encourage the use of coupons. Therefore, encouraging consumers to be more coupon prone can improve their financial health.
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Because interdependents value different goals, such a strategy demotivates them from engaging in self-regulation and using coupons. Moreover, although our findings suggest that impression management does not mediate the link between self-construal and coupon proneness, its effect may emerge if social identity concerns are heightened. Furthermore, although some research suggests that coupon-prone consumers are perceived as smart shoppers Argo and Main , they may also be perceived as cheapskates.