Perceived Discrimination, Cashier Metaperceptions, Embarrassment, and Confidence as Influencers of Coupon Use: An Ethnoracial-Socioeconomic Analysis

This research investigates how in-store interactions with cashiers and other retail personnel influence consumers’ use of coupons. To explore this phenomenon, we develop and test a model whereby perceived discrimination and customer metaperceptions of cashier attitudes influence both embarrassment and confidence in using coupons which, in turn, affect the number of coupons redeemed. Importantly, results differ for different ethnoracial-socioeconomic groups and show that perceived discrimination influences some consumers’ coupon use. Moreover, the role of the cashier is crucial in encouraging coupon use among some groups of customers. The managerial implications for supporting coupon use at the point of purchase among diverse consumers are discussed.