Abstract
In the digital age, marketers are increasingly utilizing online sales promotions. This study, however, hypothesized that offline (versus online) media more effectively induce consumer behavioral responses to sales promotion. Field and lab experiments supported this hypothesis, showing that sending print (versus online) coupons increased redemption behavior. This effect was mediated by cognitive engagement with the content and was more pronounced among consumers with low (versus high) brand attachment. These results were consistently replicated across different product categories. This study provides behavior-based evidence supporting the effectiveness of offline media and highlights brand attachment as a new moderator of the effect.
- Received August 1, 2023.
- Received (in revised form) January 9, 2024.
- Accepted January 12, 2024.
- Copyright © 2024 ARF. All rights reserved.
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Vol 64 Issue 4
