Demographics in Sales Promotion Proneness: A Socio-Cultural Approach

We investigate the impact of demographics (i.e., income, education, and gender) on promotion proneness and provide sociocultural explanations why certain demographic groups are more promotion prone. Shopping is a domain where consumers accumulate their expertise and skills. To be deal prone requires not only the motivation for monetary savings but also the legitimate possession of human capital in shopping including cognitive abilities, information, and shopping experience and skills. The positive effects of education and income on the use of coupons and rebates are discussed along with the influence of gender and psychographics such as shopping enjoyment and psychological gender congruency.