Who uses coupons most and least, and why

Coupon use often depends on the response of the clerk
Coupon use often depends on the response of the clerk

Who uses coupons? You might think that the most cash-strapped among us would use them most, but studies have shown that upper-income whites make far greater use of them than members of minorities of all income levels. A recent study published in the Journal of Retailing provides some interesting answers as to why the most needy are not the most frequent users.

One surprising finding of the study conducted by Anne M. Brumbaugh of the College of Charleston and and Jose Antonio Rosa of the University of Wyoming was the degree to which the attitude of the checkout clerk can determine our willingness to use coupons.