In recent years, some consumer products' firms have made
attempts to replace or sharply reduce the use of sales promotion,
including coupons and sales, with everyday low prices (EDLP). While
consumers can benefit from EDLP initiatives, the strong negative
reactions from many consumers suggest they do not necessarily favor the
reduction of sales promotion activities. Their negative response raises
concern that consumers who are very highly involved with sales
promotion have strong underlying reasons for their resistance. This
article attempts to develop a broader understanding of the differences
between those consumers highly coupon and sale prone and those less
prone to sales promotion across a variety of economic and
shopping-related dimensions. Results from three studies reveal that
highly prone consumers are drawn to reduced prices, but they also enjoy
shopping and gain a sense of achievement by purchasing products on
special. Implications of findings are discussed.