The Psychology of Couponing-Why We Love Deals and Discounts


Impact Of Discounts on Financial Spectrum:


In the current business environment, discounts and coupons have become essential budget line items that businesses should consider when creating annual budgets. Both huge Fortune 500 corporations and small and midsized companies must follow this rule.


A firm's senior management must know the economic effects of coupons and discounts to its clients, regardless of top-line sales.


For most businesses, getting a potential customer to try a product for the first time requires a compelling offer. Then, it needs a top-notch product and service to keep customers returning for more.

Benefits Of Deals and Discounts:


Feeling Of Achievement:


Even if they save a few bucks, using coupons makes them feel good. Getting a deal or a discount helps us feel accomplished and gives us a sense of accomplishment. Even a modest win, like using a promo code, might make you feel good.


Concern About Missing Out:


We are motivated to seek what we believe others have by the psychological phenomenon known as "fear of missing out" (FOMO). This feeling of FOMO may be tapped into through coupon codes. The fear of missing out on a limited-time deal might inspire us to decide about products we might not have thought about. Coupon codes' limited-time character might heighten their allure and create greater urgency for purchases.


Value As Perceived:


We feel like we get more for our money when using coupons. When we get a discount or a bargain, the perceived worth of the thing might increase. For this reason, merchants frequently employ promo codes to entice customers to purchase. They provide the impression that customers receive more for their money by giving a discount or free shipment.

Feeling Of Belonging:


Customers' use of promo coupons can foster a sense of community. Social networking sites like Twitter and Instagram have made it simple for people to share their savings and offers with others. Seeing other people utilize coupons and benefit from fantastic prices may inspire us to do the same.


Quick Satisfaction:


Discount codes provide immediate satisfaction. We can instantly notice the savings and are pleased with our recent purchase. We may use promo codes in the future due to this sensation of quick gratification.


Discounts Entice Clients to Experiment:


Each promotion or coupon aims to persuade customers to try the good or service. Although we would love the customer to try our product simply because our advertisement is fantastic, the reality is that the customer needs a reason to break their routine and try something new. Too many business owners, particularly those of small and medium-sized enterprises, choose figures at random (for example, let's discount 25% on Cyber Monday) without considering the full financial ramifications.


Let's use one that I'm pretty familiar with as an example. As the chief golf officer of Clickit Golf Inc., one of my companies, I am responsible for distributing deals and coupons to golfers looking for courses within a 30-mile radius using the technological platform.


The Worth of a Customer Over Time:


Understand your numbers. It would be best if you comprehend that idea. During a cocktail party, ask, "What's the lifetime value of your customer?" to appear clever.


Ask the question if you don't know the answer, then excuse yourself by saying you need to use the loo to avoid more discussion. The good news is that people will comment on how that individual must have attended business school to you.


You may also inquire, "What is your customer worth?" You may also ask, "What was the acquisition cost for that customer?" at a cocktail party. Is it $10, $100, or $1,000? What amount are you prepared to invest in starting a connection with the client?




More straightforward explanations for why people utilize discounts include the fact that they are shown to increase happiness. According to a Claremont University research, participants who got a $10 voucher saw oxytocin levels increase by 38% and reported feeling 11% happier than those who didn't. In addition, the coupon receivers' respiration rates were reduced by 32%, their heart rates dropped by 5%, and their perspiration production was 20 times lower than their counterparts. It makes sense that humans enjoy utilizing coupons.


The Charm of "Free":


The cliche "there is no such thing as a free lunch" could not be more accurate regarding coupons. Customers are more lured to free goods than discounted ones and appreciate the benefits of free goods more than their actual value. Students could purchase a pricey Lindt truffle for 15 cents or a Hershey's Kiss for 1 cent in behavioral scientist Dan Ariely's research. The truffle was selected by 73% of the pupils, while the Kiss was chosen by 27%. Even when the relative prices of the Lindt and Kiss were reduced by one penny, making the Lindt free and the Kiss 14 cents, 69 percent of respondents still preferred the Kiss.


The experiment's findings show the effectiveness of "free" and the merits of pricing products at zero or offering them for free as part of a special promotion. Customers may obtain a free present with a purchase or voucher, which is an excellent illustration of this in retail. The two studies found that customers are more willing to spend money if it results in a gift.


How to Stay Away from Coupon Tricks:


With all of these factors considered, it is simple to understand why coupons are so popular and how the business community may deceive customers into making impulsive purchases. So, what are your options as a consumer? The best way to overcome these psychological tricks is to ask yourself, "Do I really need this, or am I simply buying it because there's a deal or a coupon?" You get a good bargain if you use the coupon to determine the item's value, and the purchase price still makes sense.


Ibotta is a cutting-edge program that you may use to quickly verify that you don't fall for a coupon scam. With Ibotta, you may link your shop account or submit your receipt to get cash back on products from more than 1,500 brands and merchants. You can receive money back on previous purchases when you use Ibotta. This guarantees that offers that appear more alluring than they truly are utilizing the psychology of discounts won't influence you.


Stay in the loop with Digmycart

Signup Now for top notch shopping advice