Let’s Make a “Deal”: How Deal Collectives Coproduce Unintended Value from Sales Promotions

Users of deal collectives coproduce “deals” that yield value beyond what a marketer intends when offering promotions. The authors develop an understanding of how this unintended value is coproduced through the combined actions of users in deal collectives. Users are drawn to deal collectives by a web of motivations that include subversive shopper feelings, which reflect a desire to outsmart firms and temporarily upend the market power structure....