Anchoring on the Apparatgeist theory, we conducted matching field experiments involving consumers in two distinct context-culture environments to investigate consumer responses to digital product discount coupons disseminated by communication technologies. To measure the impact of communication technologies on consumer responses, we subject the consumers to two ostensibly comparable communication technologies, namely Email and SMS (short-message-service). The matching field experiments were conducted in a high context-culture country, i.e., mainland China, and a low context-culture country, i.e., Switzerland. Consumers in these two countries exhibit contrasting prevalent cultural values with respect to individuals’ values on interaction and communication. The findings show that consumers in the high context-culture environment of China exhibit a higher propensity to redeem and forward discount coupons sent by SMS rather than Email. The variant of the recipients of the forwarded coupons via SMS are more than double than those received via Email. In the low context-culture environment of Switzerland, however, consumers prefer to forward the discount coupons sent by email rather than SMS, though they are indifferent toward the technology mode when redeeming the coupons. Observation on the variant of the recipients of the forwarded coupon via the SMS and Email is entirely the opposition of that observed in the high context-culture environment. Post-hoc interviews were conducted to explain for the observations. Besides demonstrating how context-culture may moderate the impact of communication technologies, this research raises a broader issue of cultural relativism in the current knowledge on harnessing a communication technology for commercial purposes.