" Despite their inherent messiness, consumers aren’t about to
give up on a mode of savings that is so much under their control.
Afer all, the price savings from a coupon is guaranteed to go
directly to the consumer using it. A coupon can allow a consumer
to purchase brand-name products at the same, or sometimes even
a lower price, than a store brand. And only the coupon-using consumer
obtains those benefits. "

― Mary Potter Kenyon , Coupon Crazy: The Science, the Savings, and the Stories Behind America's Extreme Obsession