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ISSN : 1229-8778
The purpose of this study is to examine how individual differences influence the intention to use coupons and how individuals thought about being perceived as cheap or smart by others. The results of Study 1 indicate that men engage in more impression management on dates than when they are with friends, regardless of the self-monitoring. Women are less concerned about impression management in coupon use than men. The results of Study 2 show that high self-monitors are not very likely to use coupons on dates despite high coupon values. Because a coupon of a high value offers a sufficient economic benefit, low self-monitors are not concerned about impression management. But, when the coupon value is low, they practice impression management according to the social context.
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