I have always believed in coupon stigma. Apparently, it is not only real, but a new study shows that it is also contagious. Huh?
Bloggy friend Kami sent me this very, uh, interesting article about the study. Authors Jennifer J. Argo and Kelly J. Main, conducted a study on “stigma-by-association”. They claim that standing near a coupon redeemer in a check-out line, regardless of whether or not you know them, will stigmatize you as “cheap”.
“The researchers interviewed shoppers who observed people using various kinds of coupons. They tested participants’ impressions of the coupon shoppers and people standing near them. They found that people had negative ideas about the people using coupons, especially low-value coupons. This stigma was more likely to be transferred if the shoppers knew each other well, stood in the same line, or were of similar (average) attractiveness.”
Thankfully, the kind authors also offer a remedy for this stigma. (Of course!) They suggest that in order to avoid this contagious condition, stand in a different checkout line, OR simply be highly attractive.
So, next time you see me at the store with my bucket fistful of coupons, don’t stand in my line unless you are a supermodel. I might just make you look cheap!
Further reading on the study can be found here or here. Enjoy!
You know it’s sad but true. I was standing in line next to a grocery gamer (which I am myself, but I just started 3 weeks ago). And her she had piles of coupons (more than me) and I felt exactly like that. And of course being 8 1/2 months pregnant didn’t help me feel like a supermodel. But I stayed in my line anyway.
I think that this is obviously one of the reasons that make people refrain from using coupons. I know that it was a major sticking point for me. When I first started using coupons I made sure to wear my nicest clothes and dress up my outfits with jewelry so that I didn’t appear to be “poor.”
Now I just don’t care. So what if people think I am cheap? Newsflash: I already know I am cheap and I am proud of it! Better to appear poor or cheap and keep the money in my own pocket then to appear to have fistfuls of cash and nothing in my pocket to spare.
I have always used coupons and never thought I was being cheap, I always thought I was being smart! Look….free money! woohoo!
I would think if you are in line behind somebody who does use coupons, you would feel kinda stupid, I mean really, you are buying the same thing but those people are paying less for it. but….I guess it doesn’t make sense to everyone.
My SIL asked me a question before I entered the checkout lane with my coupons – what do people think of you when you use the coupons? I told her that I didn’t care because it was saving my family HARD EARNED MONEY and that I wasn’t doing anything wrong. I’ve gotten the looks and I’m with ya – Just don’t stand next to me with my binder I might make you look Really Cheap!
I wonder if the “stigma” extends to the cashiers? Most of the time, I think they seem either indifferent, or else impressed at the savings that the coupons/sale combination gives. Do you think that the customer’s demeanor and/or appearace has anything to do with how they come across to others?
I’ve had experience on both sides: some cashiers are impressed with my savings, others annoyed. I think most customers are simply annoyed. OH well. I am saving $$!
Thanks for this post! Very interesting. I guess I never thought of it before. I had always just assumed others would agree with me that it’s smart to save money with coupons! Oh well. I have seen other customers get irritated, however, if the cashier is taking a long time scanning my coupons, particularly if they are having some trouble with the process.
Oh my goodness…I found another woman after my own heart! I love that I found your blog through the elevenmoms! I am in the midst of doing a series on my blog called conveniences without compromise! It’s been fun doing all the research, saving money, honoring God and yet not sacrificing the things that are important to the family…
My DH doens’t really care if we appear “poor” to the sight of others just because we’re coupons. With me, I’m kinda careful of how I am being perceived by others. I’m Asian and I already get conscious of that alone plus carrying coupons?! You just don’t know how many “look” I get from other people. I just don’t know if it’s my color or my coupons hahahaha! DH and I work as a team in buying stuff w/ coupons and he’s always the one who hands out coupons to the cashier. He wears a tie and long-sleeved dress shirt so maybe that helps. He says he doesn’t look poor with his outfit, lol. Everytime I look around at people in the grocery stores, I’m always shocked on why people don’t use coupons. Think about the money we SAVE and at the same time how full our pantry is (to some, pantries)!
This made me laugh out loud! I am a reformed coupon stigma person. I use to actually change lines if I saw someone using coupons. However, having been “between jobs” for the past few months (just started working again) and in need of public assistance I QUICKLY got over it. Mrs. J, I know what you mean about ethnicity being an issue. I am African American.Can you imagine some of the looks I get when I saddle up to the cashier with my fistful of coupons, and THEN have the AUDACITY to pay for the transaction with an EBT card! Trust me…it is HILARIOUS! That is until the onlookers hear the final balance and watch me leave the grocery store with a basketful of goodies for my 3 kiddos. Then, even the cashiers congratulate me! I make every EBT dollar work overtime for us. I am not an accomplished grocery gamer. When I have to pay cash again…it won’t hurt like it used to. HALLELUJAH!
FullPricePhobic,FL
LOL This was too funny! Good thing my dd is super cute…wouldnt want ppl to think she was cheap was she was in line with me. I will admit to changing lines when someone has coupons in front of me but it’s not for fear of appearing cheap. It’s because cashiers are typically very slowwwww when doing someones coupons and that wastes my time!
Stigma or not I’m using my coupons! Haha!
Thanks for the laugh.
Seriously. I have NO problems using coupons… as a matter of fact, last night I went to LOWE’S FOODS (they had TRIPLE COUPONS TO .99)!!!!, and I actually told people behind me in line that they may want to consider moving to another checkout because my order was going to take a while. Only one person moved. The other 3 stayed and watched with amazement while I got 114.13 worth of groceries for 23.12. To me, THAT’S 15 minutes well spent in line. If you don’t want to deal with people’s flawed perceptions of you, take initiative… strike up a conversation…. give THEM a coupon you may have for something that you notice is in thier cart…. this has ALWAYS worked for me. Saving money is contagious… help people to learn through your actions… you will feel good about it, and will have done a good deed in the meantime!
Constance,
I love the suggestion about sharing coupons! That is right up my alley.
FullPricePhobic, FL
That is very interesting! I know this is going to sound crazy, but if I have a TON of coupons and know my order might take some time, I always do try to look nice – have my makeup done and at least a shirt on that doesn’t have baby snot all over it. I think it does help for some reason. And I always smile, smile, smile, and I have definitely given coupons to others who were in line with me before. Whatever it takes! no one’s gonna stop me from saving money!
That is very interesting! I know this is going to sound crazy, but if I have a TON of coupons and know my order might take some time, I always do try to look nice – have my makeup done and at least a shirt on that doesn’t have baby snot all over it. I think it does help for some reason. And I always smile, smile, smile, and I have definitely given coupons to others who were in line with me before. Whatever it takes! no one’s gonna stop me from saving money!
That is very interesting! I know this is going to sound crazy, but if I have a TON of coupons and know my order might take some time, I always do try to look nice – have my makeup done and at least a shirt on that doesn’t have baby snot all over it. I think it does help for some reason. And I always smile, smile, smile, and I have definitely given coupons to others who were in line with me before. Whatever it takes! no one’s gonna stop me from saving money!
That is very interesting! I know this is going to sound crazy, but if I have a TON of coupons and know my order might take some time, I always do try to look nice – have my makeup done and at least a shirt on that doesn’t have baby snot all over it. I think it does help for some reason. And I always smile, smile, smile, and I have definitely given coupons to others who were in line with me before. Whatever it takes! no one’s gonna stop me from saving money!
i have never ever thought that people look at me strangely as i have my 2 kids and my coupon binder and take 2 hours to get groceries…but now that you bring it up…?! i think that i am a fairly attractive 30 year old with gorgeous well dressed kids and i would hope that people would think that if i can do it, they can do it. i was just to the grocery store today and saved over $50 in coupons and bonus buys…so i wouldn’t really care WHAT anyone thought of me…i am being a good steward of them money that we have! very interesting article! thanks 🙂
I love the suggestion about sharing coupons! That is right up my alley.
Whenever I noticed someone standing near the store with bunch of coupons in their hands made me change my way. It’s kinda bit irritating receiving those coupon especially in a hurry. But you know what, I experienced giving coupons and I found out that it really take courage and effort doing it.
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