EDMONTON, Alberta, Sept. 16 (UPI) -- Not only do coupon users face stigmatization; people who stand near them do too, unless they are attractive, Canadian researchers said.
Study authors Jennifer J. Argo of the University of Alberta and Kelley J. Main of the University of Manitoba studied "stigma-by-association," which has 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. The researchers interviewed shoppers who observed people using various kinds of coupons and tested participants' impressions of the coupon shoppers and people standing near them.
The study, published in the Journal of Consumer Research, found that people had negative ideas about the people using 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. Being highly attractive protected coupon redeemers from being stigmatized, the study said.
Less than 2 percent of Americans use coupons -- one implication is society's fascination with wealth and status so when consumers engage in behaviors that differ from this view they risk being sanctioned, the researchers said.
