stores that use coupons more likely to creating happy customer base
San Francisco, CA -- (SBWIRE) -- 01/23/2013 -- There is no secret that coupons are a highly-utilized tool of marketing. While some businesses may shun them, others utilizes the allure of supposed savings on a consistent basis.
Now, new research is showing that the latter companies may be taking the more intelligent approach.
Shoppers who receive coupons appear to be found more happy and relax, according to new studies.
Paul Zak, from Claremont Graduate University, who is a neuroeconomics researcher, has investigated the effect of coupons on shoppers who use them for online grocery sites. Half of the shoppers received a $10 coupon, who the other half did not. Zak's team of researchers noted that the oxytocin levels of the individuals that received the coupons surged. Oxytocin is the hormone associated with trust, happiness, and love.
What is most interesting, is that the levels of oxytocin were higher in those receiving coupons than in those who engaged in activities such as cuddling and kissing.
The summary plays out like this for individuals who received the coupons: There was 38% higher levels of oxytocin, while there was a 32% lowering in respiration rates. The heart rate slowed by 5%, while the sweat levels lowered by 95%.
These are prima facie remarkable results; however, it should be noted that the coupons were unexpected gifts, which could account for the spike being associated with the surprise of the gift, rather than the coupon itself. When compared to kissing, it would have likely be more apt to have someone be kissed by an attractive person without warning. There is a good chance that oxytocin spikes would have been closer to the levels of the coupon. Still, the levels of oxytocin and lowered respiration rates does point to a certain positive association with receiving coupons.
While the short-term benefits of coupon use is clear, and though the sales-boosting success of coupons can depend on the value and relevance to the shoppers; it is clear that the benefit of giving coupons to shoppers is more than just a mild one. That means that those who utilize the coupons are not only helping boost their short-term numbers of sales, but also creating a positive association with their customers. That can mean continued patronage from dedicated buyers.
Zuxxx (http://www.zuxxx.com/) provides visitors with all the latest in coupons. Find great savings quickly and easily. Browse by store or by category of good to see how much anyone can save on the items they desire.
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