One of the first rules of effective couponing is to give up your brand loyalties. To save the most money, you need to be willing to buy whatever brand you can get for the lowest price, using some combination of coupons, rebates and sales.

But are these really hard-and-fast rules that all coupon users follow? Not according to a new study, which shows that many coupons succeed in driving trial and encouraging repeat purchases – just as the coupon issuers hoped and intended.  Read more from Coupons in the News.