Sharing coupons with friends can create a conflict between economic incentives and social relationships. A new Journal of Marketing study shows that experience cocreation can mitigate this conflict and make customers more likely to share and redeem coupons.

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221126990

Read a brief recap of this research: https://www.ama.org/2022/10/25/we-earned-the-coupon-together-the-value-of-experience-cocreation-in-redeeming-shared-coupons/

Reference: Eric (Er) Fang, Beibei Dong, Mengzhou Zhuang, and Fengyan Cai, "'We Earned the Coupon Together': The Missing Link of Experience Cocreation in Shared Coupons," Journal of Marketing. doi:10.1177/00222429221126990

Producer: Marissa Lambert
Narrator: Josephine Stein
Acknowledgments: Sushma Kambagowni, Aman Soni
Topics: shared coupons, social sharing, social influence, social commerce, digital coupons, coupons, coproduction, cocreation, experience cocreation, customer participation, social promotion, coupon redemption, coupon value, face value, norm conflict, communal relationships

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.