An Empirical Investigation of the Relationships between Rebate Redemption Motives: Understanding How Price Consciousness, Time and Effort,and Satisfaction Affect Consumer Rebate Redemption

Abstract

An investigation is undertaken to determine the relationships between important rebate redemption motives and rebate redemption using responses from a random sample of 417 adult consumers collected via telephone interviews. A proposed model of the relationships between price consciousness, time and effort, satisfaction and rebate redemption is tested via linear structural equation modeling. The results demonstrate that the effects of price consciousness and perceived time and effort on rebate redemption are mediated by perceived satisfaction with rebate usage. Implications and recommendations for effectively utilizing a rebate program are discussed.

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Notes on contributors

Peter K. Tat

Peter K. Tat (D. B. A., Mississippi State University) is an associate professor of marketing at the University of Memphis. His research interests include sales promotion, buying behavior of minority consumers, and scale development. He has published in the Journal of Advertising Research. Psychology and Marketing, Journal of Services Marketing, Journal of Consumer Marketing, Journal of Promotion Management, and Journal of Marketing Theory and Practice.

Charles H. Schwepker

Charles H. Schwepker, Jr. (Ph.D., University of Memphis) is an associate professor of marketing at Central Missouri State University. His research interests are in sales, sales management, marketing ethics and consumer behavior. His articles have appeared in the Journal of the Academy of Marketing Science, Journal of Public Policy and Marketing, Journal of Marketing Management, Journal of Marketing Theory & Practice, Journal of Business Ethics, and Industrial Marketing Management, as well as various national and regional proceedings. He is a co-author of Sales Management: Analysis and Decision-Making, 3rd ed. (The Dryden Press, 1997).