A coupon is money given to you by a company for use on their "select" product(s) but with TERMS. These terms are how the coupon is supposed to be used.
One terms you may see "one coupon per purchase" this means one coupon per item. Some cashier mistake this to mean that you can only use one coupon even if you have 2 items.
Another term you may see is "Limit 4 like coupons per person per day". This may vary or be altogether left off of a coupon. The company does not want just ONE person buying all of their product, they want it to be there for others. Also, they may want to limit just how much you can save on their product. Companies are out there to make money ... not just give everything away. Some cashiers will let you do multiple transactions to use more coupons. Some cashiers will take any coupon as long as it goes through. Coupon misuse will never go away until stores teach their cashiers about correct coupon use. Are you going to get arrested for using 8 coupons in a day instead of 4, I doubt it. But you could get arrested if you are blatantly using coupons on the wrong items.