What a Hassle! Consumer Perceptions of Costs Associated with Sales Promotions

Abstract

This study reports the results of two consumer surveys that examine how the hassles associated with different types of promotions affect their use and to discuss the implications for marketing managers. The findings indicate promotions that offer monetary savings can backfire if they impose too much hassle on consumers. Consumers strongly prefer promotions that require little or no effort, such as BOGO (buy one, get one) and price cuts. Ease of use is a factor in consumer promotions that may be as important as amount of savings. In addition, the majority of our respondents reported failures in completing requirements of promotions, particularly rebates.