Purpose – This research aims to investigate how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next‐purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions. Design/methodology/approach...

Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However...

Purpose – The research investigates how consumers differ in their interpretation of advertised and “surprise” (or unexpected) next-purchase coupons as delayed rewards or immediate losses based on promotion context and coupon start date restrictions.Design/methodology/approach – Two...