Why people still love coupons a brief story about coupons evolution and how businesses use them to position their trademark

The coupon is still valid. Far from it—according to most studies, from Money Saver websites, the percentage of Americans who use coupons and other special deals on a regular basis exceeds 90%, . Even in this digital age, the opportunity to save money appeals to people, even if the technique is a paper coupon.

The question then becomes: Why do buyers continue to use coupons? Consumer behaviors may evolve over time, but this industry has not.

Understanding coupon psychology can aid in the development and maintenance of a successful marketing plan for your company. Here are some of the reasons why coupons are still so effective in today's retail environmen. People are delighted with coupons.
Using coupons is a pleasurable experience. It is science, not our own hyperbole, that speaks here: According to a Claremont University study, receiving and utilizing coupons reduced stress and boosted oxytocin levels, which are linked to happiness, by 38 percent (which is higher than kissing!). Furthermore, 80 percent of coupon users claim they feel smarter, which connects to our prior argument about recognizing value. These findings demonstrate why coupons are so popular among consumers of all types—indeed, rich customers are more likely to utilize coupons.

Many people are set in their ways, but discount psychology can help them change their minds. According to one survey, 80% of consumers are likely to transfer brands or businesses in exchange for a coupon or other incentive. This activity is fueled by the need to get value and the desire to try something new. If you have a favorite pizza parlor, for example, a full-price pizza from another place may be perceived as a risk. Even if your new pizza is laden with anchovies you don't like, you didn't pay full price for it, therefore it was worth the risk with a coupon. Coupons encourage customers to try new things. If you provide a good product, customers may not return to their former option.

Building Loyalty
When you provide your consumers discounts and other special offers—deals that are exclusively available to your customers—you make them feel special, as if you were doing this only for them. Even in the face of competing promotions, their devotion keeps them coming back. Your consumers may obtain coupons from grocery shops or internet sources, and printing coupons on the back of your own receipts is an extremely useful strategy. As a result, every time a consumer makes a purchase in your store, they are given an offer to encourage them to come back. The psychology behind this coupon strategy is clear: rewarding pleased consumers with a discount will make them even happier—and spend more.

People adore a good deal.
Coupon psychology taps into a fundamental truth about customers: they enjoy saving money. Even if it's only a dollar or two saved, it's value—money that customers didn't have before they used the coupon and value that they can put towards other things in their lives. Consider a department shop that lists everything at full retail price but then has a sale sign on each rack. The "sale" price is sometimes the standard price at other places, but because it is portrayed as a discount, it promotes value, giving buyers the impression that they are getting a good deal. 

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