Have the Mobile Coupon Preferences of Millennials Changed?

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8 Scopus citations


In 2007, the authors delivered a web-based survey to a sampling frame of 18 to 30 year olds. Choice-based conjoint analysis was used to determine their local coupon preferences. The findings indicated that Millennials, in general, were resistant to receiving coupons for local businesses through their cell phones. In this article, the same survey was delivered to a sampling frame of Millennials in 2014. Choice-based conjoint analysis was again used to examine the couponing preferences of Millennials and statistical analysis was conducted to determine if these preferences have significantly changed over the last seven years.

Original languageEnglish
Pages (from-to)792-809
Number of pages18
JournalJournal of Promotion Management
Issue number6
StatePublished - Nov 1 2016


  • choice based conjoint analysis
  • coupon preferences
  • discount
  • local coupons
  • millennials


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