Khajehzadeh, Saman; Oppewal, Harmen; Tojib, Dewi - In: Journal of Business Research 67 (2014) 11, pp. 2447-2455
Retailers increasingly use mobile coupon services to deliver promotional offers to consumers. This paper draws on the theory of regulatory focus to explain mobile coupon redemption. The paper proposes that redemption depends on the extent to which a mobile coupon requires consumers to divert...
