To investigate changes that e-coupons bring to consumers' coupon usage, the authors of this article developed and estimated models of coupon-usage intention. The models are based on the theory of reasoned action or the theory of planned behavior. Results show that the theory of planned behavior explains e-coupon usage intention better than the theory of reasoned action. On the other hand, the intention to use traditional coupons is effectively explained by the theory of reasoned action. Both perceived behavioral control and attitude toward Internet searching have significant effects on the intention to use e-coupons. Also, heavy users of e-coupons are different from those of traditional coupons. Light users of traditional coupons have relatively high intention to use

Subjects watched television while EEG was being recorded and later completed a series of recognition tests based on component parts of the commercials they had seen. Memory correlated significantly with changes in the electrical patterns that occurred during viewing. The probability of correct recognition was enhanced when alpha blocking continued for a longer period of time and when hemispheric laterality shifted to the right during the onset of a commercial component and then to the left during the following seconds.

EEG was recorde

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