A study conducted by researchers from Sophia University examined the effects of online and offline sales promotions on consumer behavior. The team found that offline media, particularly printed coupons, significantly enhance cognitive engagement and coupon redemption rates, especially among consumers with low brand attachment. In their field experiment involving 7,500 customers, different groups received varying combinations of online and offline coupons to assess their behaviors and interactions. Results pointed to the benefits of traditional methods over modern digital approaches, suggesting marketers should reconsider their promotional strategies.
This study highlights the enduring effectiveness of offline promotional media such as printed coupons, especially in engaging consumers with lower brand attachment.
The findings suggest that while online promotions are convenient, they may lack the cognitive engagement and recall benefits provided by traditional offline methods.
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