While the literature has extensively explored psychological responses to rejection, there has been a notable lack of research emphasizing these consequences from a marketing perspective. This research examines consumer response to rejection in a promotion context. Importantly, results indicate that future purchase intentions are dependent on the value of the rejected coupon. When the rejected promotional coupon is of low to moderate value, a linear decline in future purchase intentions is present. However, once the value of the rejected offer reaches higher levels, a “rebound effect” is found to occur, wherein future purchase intentions reach levels similar to that of low value coupons. This effect is moderated by justification for the denial. More specifically, when justification is not present, the rebound effect is no longer found. Theoretical and managerial implications are discussed.