Research on the impact of coupons on spending co-authored by Geeta Menon, Dean of the Undergraduate College, is featured
— April 3, 2019
Excerpt from Wirecutter -- "A study by researchers at the NYU Stern School of Business found that coupons for higher-priced items induce people to spend more money than they would otherwise. The study’s authors attribute the effect to 'reference-dependent gain,' where you think you’re getting a deal because you’re saving 5% on the cost of a nice meal, even if you wouldn’t have bought that meal otherwise. You might save $5 on a fancy $100 steak dinner, but you could have just spent $5 on ingredients to cook at home—and not spent that extra $95 at all."