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In this book, based on data gathered from more 2,500 grocery coupon users, the author shows how coupons can negatively impact the sales of the promoted product. Not only do coupons discourage the purchase of the product in question but under certain circumstances coupons actually encourage purchase of the competitor's product. In addition to several landmark revelations, the author introduces a new concept called devaluation effect, which captures negative feeling about the promoted product due to the coupon distribution. Thus, this study can substantially help marketing executives by making them aware of the potential negative effects of coupon-based promotions and thereby potentially preventing wastage of resources and channelizing them for better purposes. This book is written for customers like you and me, who has a casual interest in coupons. Tables and analyses are provided in the appendices for easy reading. The hardcore academic or researcher who is interested in advancedanalysis can derive benefit from this study, which uses sophisticated tools such as multivariate analysis, factor analysis and structural equations modeling.