It's interesting. I sometimes sigh when I see a discount box because I know I'm going to spend the next 10 minutes searching for a code.

For me, not having the box would have meant I "knew" I was getting the best deal. Having the box and failing to find a code means I "failed" at getting the best deal, even if there wasn't a better deal to be had.

Finding a code sometimes makes me think, "am I allowed to use it?" but of course, I'd try anyway and yes, can be pleased if I get the magical 10-15% off.

I wonder if your response would be different if the language around the coupon code was different. Instead of just a "Coupon code:" label, something that deterred you from entering one.

"Slum it! Enter your poverty code here:"

That's got me thinking. I suspect it might. The psychology behind it form me is not to be getting a worse deal than everyone else. If everyone else can enter a discount code, then I should be able to as well.

But if the code is targeted at a specific set of customers that I know I don't fall into, then I would probably overlook.

Things like:

- Student discount

- Over 60s discount

- Job seekers discount

But finding the right label that doesn't offend, and right way to validate the authenticity of the customer's eligibility, is no trivial task.

That's right: it's about the psychology post-purchase. How does the buyer feel? Do they feel good about their experience, or is there a nagging feeling of having missed out on a deal?

This research paper studies those effects: http://www2.owen.vanderbilt.edu/mike.shor/research/promo/jpb...

I do the same thing. The article described my sentiments exactly... I feel like I'm missing out on something. Especially for a bigger purchase, a 10% off coupon can save $100-200 and is worth waiting for sometimes