The Coupon Conundrum: Unraveling the Science Behind Discount Marketing In 1918, during World War I, the United States faced food shortages.
To address this issue, companies began issuing coupons to encourage people to purchase specific products while conserving resources.
This early application of couponing was not only about saving money but also about making do with what little was available. The psychology behind couponing is rooted in consumer behavior.