The RRC Editor’s Blog

Most companies are working against their best interests when make rebate instructions difficult to follow and keep rebate deadlines as short as possible. They think they are maximizing profit by reducing the chance that the consumer will succeed in claiming the rebate. Not so, according to rigorous, scientific, marketing research.

They are going to be shocked if they ever find out about research from the University of Florida that shows consumers are actually more likely to turn in rebate claims when subjected to shorter deadlines. And, those companies’ executives might have strokes if they read further and learn that we turn in those rebate claims faster, and in greater numbers, when subjected to more difficult instructions.

Now, you might be thinking “If the science is right, then I don’t know if I want companies to change their ways. Maybe things will only get worse for us consumers.” But, would things get worse, if companies did what this research implies they should? Answer: yes and no. Let’s consider what would happen if companies used longer deadlines and simpler instructions for their mail-in rebates.

As a group, consumers would be less likely to turn in those rebate claims, according to the research. But, those few individuals who fought against instinct and behaved rationally, would benefit from easier instructions and looser deadlines. And, they’d have the University of Florida and Rebate Report Card to thank, for getting this information out.

Anyway, there’s not much reason to worry about companies changing their ways anytime soon. This research was done in 2003. If the company executives haven’t read it by now. I really don’t think they care.

The research cited above was conducted in 2003, by former UF marketing instructor Timothy Silk. You can read a summary of his research project at:
http://news.ufl.edu/2004/06/15/rebates/

You can read the abstract and full text of the project results at:
http://edumacation.com/RebateDissertationTimothySilk