Working Papers

The Impact of Coupons on the Search-to-Purchase Funnel: Theory and Empirical Evidence

Arun Gopalakrishnan and Young-Hoon Park

Feb 1, 2019


Develops a model of customer search leading to purchase in the absence and presence of couponing; tests the model using data from a field experiment with an online retailer, dividing into two (high-value and low-value) segments with two types of coupons (base value and better value).

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